The QHotels Group has announced their rebrand to The QHotels Collection with the unveiling of a new identity. The change echoes the transition of the group’s hotels under one cohesive identity, with creating meaningful connections at the core of the brand’s values.
Formerly known as The QHotels Group, the new name for the collection of 21 hotels and resorts across the UK has been influenced by the decision to clarify the collective brand identity under one umbrella. The company has been working tirelessly over the past 18 months to define their positioning in the hospitality industry moving forward.
Richard Moore, Group Chief Executive said, “Alongside the new look and feel, The QHotels Collection is committed to investing in the current hotel portfolio and growing its presence in the UK through selective opportunities. This announcement represents an ambitious and exciting change in direction for the group. We are retaining the solid foundations of QHotels but modernising the look and feel of the collective brand identity. Importantly, our changes include the commitment to growing a culture that has a meaningful connection both with its employees and guests. After such a challenging time for everyone, we are delighted to announce such a positive development for the company.”
The brand change starts at surface level with a gradual series of cosmetic changes; a new look, new logo, new fonts and fresh new colour palette to tie it all together. However, the real change runs deeper to create and maintain meaningful connections for guests and team members whilst maintaining the unique soul of each establishment through atmosphere, service and people.
The QHotels Collection offers a range of individual hotels as well as branded within its portfolio, and the repositioning ensures that all hotels are recognised under one entity. From today all individual hotels within the group will be undergoing an extensive branding transition to ensure clarity and consistency across the collection. This will include new look signage that will replace the purple that has been synonymous with ‘QHotels’ for so many years.
Individual hotel emblems have been re-imagined by taking inspiration from the community, hotel heritage and county flags to create a clear identity with a local connection.
