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.