The purple and platinum colours of Summit’s new image reflect the brand’s luxury profile.  Together with the animated ‘S’ icon, the colours create a ‘look’ that impacts effectively in both the online and offline environment.  The Summit

As part of the brand re-launch, Summit has re-invented its Web site, summithotels.com.  The site has been upgraded to offer improved navigability, and includes a new interactive design with point and click functionality to provide increased depth of information and images about Summit’s services, products and individual hotels.  The introduction of innovative features, such as an online concierge, has advanced Summit’s website beyond the concept of a mere reservation tool.

The new identity is also designed to highlight Summit’s foundation as a market-led, technology-focused company, promoting a dynamic ‘go-ahead’ corporate culture that contrasts strongly with the slower, more old-fashioned outlook traditionally associated with the hospitality industry.  Summit’s expertise in the technology arena positions the brand to take bold steps to capitalise on market share.

Geoff Andrew, Summit’s managing director, said: “Summit’s new brand identity reflects Summit’s strengths as a forward-looking company with the expertise and market position to maximise new opportunities presented by the rapidly changing travel industry, particularly in regard to e-commerce.” 
He continued, “The independent hotel sector needs strong brands to distinguish itself from the mass market of ‘chain’ hotels if independent hotels are to survive the continuous pressure of chain acquisition and franchise growth.  I believe that Summit will be at the forefront of this new brand-led focus for independents.  Our expertise in hotel marketing and distribution and our background of technological know-how present a genuinely compelling combination of power and prestige which is unprecedented in the independent hotel industry.”

Summit Hotels & Resorts provides global sales, marketing and reservations to its luxury international collection of over 160 independently owned hotels in more than 125 city centres and resorts worldwide.