SilverNeedle Hospitality will refresh the Australian hotel chain Country Comfort, and expand the brand into the Asia Pacific region.
Under the new direction, Country Comfort will receive a modern brand identity focused more keenly on business travellers.
Country Comfort will also launch SilverNeedle Hospitality’s new franchising business, giving owners an additional arrangement for the brand apart from the current management and licensing options.
As of September 30, SilverNeedle Hospitality manages and licenses more than 20 Country Comfort hotels in Australia and New Zealand, together accounting for about 1,000 keys.
The new brand promise is Rest Today for a More Productive Tomorrow.
"The refreshed Country Comfort hotels will focus on delivering convenience, quality and value," said Sean Flynn, executive vice president, brands, of SilverNeedle Hospitality.
The new product offering includes a high-quality bed with 1,200-thread count sheets and a hot breakfast, free Wi-Fi and free local calls.
All retail products will be priced 30% above local convenience stores, and laundry and dry cleaning at 20% above street pricing.
