Following the merger of Benchmark Hospitality and Gemstone Hotels & Resorts, the combined company has unveiled a new name and portfolio of brands.
The company will now be simply known as ‘Benchmark.’
Its brands include the existing signature portfolio Benchmark Resorts & Hotels and the new Gemstone Collection.
The latter features hotels from Benchmark’s ‘Personal Luxury Resorts & Hotels’ as well as Gemstone’s original portfolio.
Benchmark Conference Centers is its MICE focused brand of purpose-built conference centers and meeting venues
Benchmark also announced the formation of OAG – the Owner Advisory Group.
The OAG platform provides owners with asset management expertise and is made up of seasoned real estate professionals and leading hospitality executives.
"Benchmark means the standard by which all others are measured. Both companies, Benchmark and Gemstone, throughout our histories have desired to be the best in what we do. While the word is the same, how we use it in our branding and culture will be different and more powerful," said Benchmark CEO Alex Cabanas.
Benchmark also unveiled a new corporate logo, pictured above.
