Dynamic family hospitality business, Exclusive Hotels and Venues headed up by Danny Pecorelli, is to be renamed as it introduces a ‘new proposition and new identity’ across the portfolio.
The Exclusive Collection marks the first change for the brand in 15 years, with managing director Pecorelli explaining that it will ‘change how people view us and what they expect’, when visiting one of the group’s seven hotels or leisure destinations across the country.
Pecorelli tells BH: “It’s all part of making us look more contemporary, better representing our offering and making us look like a more coherent group too. We want people to visit more than one of our properties and know that when they go from one to another, they can expect the same ethos and service standards.”
He also said the new name gives the company ‘licence to do different things’ as he admitted it was ‘no longer sensible’ to call the brand, ‘hotels and venues’, when the complete portfolio also comprises two spas, a golf club and cookery school.
Traditional crests used in the brand for each property have been replaced to look ‘less stuffy’ with new logos introduced that are more modern, clean and simple.
Pecorelli adds: “For Exclusive Collection we have created a modern type and icon combination logo and for each property we’ve featured a single animal, some of which already occupy a place in the hotel, like the sheep at South Lodge, and some like the horse for Royal Berkshire are synonymous with the location.
“Using animals is a great way to engender an emotional connection with the properties and separate them all, whilst giving them a unified look and feel.”
The announcement follows the launch of the £15m new spa at South Lodge earlier this year.
Properties in the Exclusive Collection include Pennyhill Park, South Lodge and Lainston House, among others.