One of the UK’s top independent hotel management companies has revealed a new name and revamped brand identity as it bids to become the market leader in Europe.
London-headquartered Redefine|BDL Hotels, which has a portfolio of more than 70 hotels across the UK, will now be known as RBH with a new look after six months of research amongst the brand’s customers and clients.
Sub-brands have also been created for use across departments, training programmes and resources for owners and employees as RBH lays out its ‘clear vision’ to be the leading hotel management company in Europe.
Yvonne Brennan, director of Corporate Communications for RBH, said: “We asked lots of questions of ourselves and clients on how we were different from competitors and what our new brand should say about us. The result is a lively new brand identity, which shows the colourful personality of our people, matched with consistent results for owners which we’ve conveyed through the solid typeface.”
Helder Pereira, chief executive officer, concluded: “Both ‘Redefine’ and ‘BDL’ are well-known across the hospitality industry and, while we value their legacy, we’ve used the acronym ‘RBH’ both internally and externally for years.
“Streamlining our name and making things simple but personable, mirrors how we operate as a business.
“We have a clear vision to be Europe’s leading hotel management company, and a mission to truly transform hotels. Our new look now truly reflects our ambitions, and we look forward to becoming an even bigger personality in hospitality over the coming years.”