Appoints Yvette Thuering General Manager at
Raffles Brown's Hotel, London
|March 18, 2002 - Raffles International Limited (RIL) today announced
that four of its landmark Raffles brand hotels -- Hotel Vier Jahreszeiten
Hamburg, Brown's Hotel London, Hotel Le Royal Phnom Penh and Grand Hotel
d'Angkor Siem Reap -- will bear the "Raffles" name from 18 March 2002.
They will be renamed Raffles Hotel Vier Jahreszeiten, Raffles Grand Hotel d'Angkor, Raffles Hotel Le Royal and Raffles Brown's Hotel. This is in line with RIL's strategy to consolidate the brand identity of its landmark and premium hotels and create stronger brand recognition and recall.
The renaming comes five years after the four hotels became wholly owned by Raffles Holdings Limited and managed by RIL.
Mr. Richard Helfer, Chairman and Chief Executive Officer of RIL, explains, "It is not our style to simply place our name on landmark properties without first earning the respect and acceptance of our stakeholders, which include guests and the community we operate in. Moreover, we would need to consider if this action fits in with our overall brand strategy." The time taken in renaming these four hotels reflects the emphasis Raffles International management places on values such as the ability to deliver on our brand promise, respect for history and heritage, and sensitivity to the community, Mr. Helfer reinforces.
Those actions undertaken by RIL to elicit stakeholder consent include capital programmes ranging from restoration of the properties, opening of training centres in countries such as Cambodia, to involvement with community in supporting endeavours such as the arts and charity. Prestigious awards won by these hotels under RIL in the last five years bear witness to the industry and community's vote of confidence in its management.
Mr. Helfer added, "We're mindful of the value of the past. By adding the Raffles name to the original names of these four hotels, we have now added a sublime detail and a stronger brand element that meld together a collection of distinctive properties that share similar attributes of timeless elegance, classic style and fine tradition."
The worldwide announcement of the name change will be augmented by direct
mail, advertising and promotional activities, including contests. Other
activities in the pipeline to publicise this change include RIL-sponsored
events at the International Tourisme Bourse (ITB) Show in Berlin, a major
hospitality trade show for hotels and vendors of hospitality goods and
services in Europe.
Raffles International Hotels & Resorts
Brown's Hotel London
Julee C. Cooke,
Area Director, Marketing Communications (Americas)
|Also See||Raffles Holdings Limited Enters Agreement to Acquire Swissotels for Approximately US $240.0 million; Includes Management Contracts for 23 Hotels / April 2001|
|The Power and Potential of Branding Explored by HSMAI / May 2000|