Le Meridien Kuwait undergoing rebranding

DUBAI - Instant responses and constant communication to customers are key to the success of rebranding in Arabia's competitive hospitality marketplace, industry representatives say.

By A Staff Reporter

Published: Sun 4 Jan 2004, 12:09 PM

Last updated: Thu 2 Apr 2015, 12:00 AM

According to Hannes Yaghi, general manager of Le Meridien Hotels in Kuwait, who is currently overseeing the renovation and rebranding of Le Meridien Kuwait, the former Ritz hotel in Kuwait, as well as the launch of Le Meridien Safat, the group's first Art + Tech hotel in the Middle East, the principal objective is to ensure the rebranding is as seamless as possible, as well as maintain and grow occupancy.

He said that the training of the entire hotel team is important, and should focus on new brand standards, loyalty programmes, pricing strategies and brand characteristics. The learning curve will be steep, as changes will be extensive and staff must immerse themselves in the new brand.

He said that renovations were an excellent reason to hold site inspections and trips for the travel trade as well as valued customers. It is a simple way of getting people into your property to experience the new brand and see the improvements first-hand. Yaghi said: "At Le Meridien Kuwait, we have been undergoing a steady period of rebranding since we took over management on January 1, and it has meant that the Le Meridien message has been disseminated to the media, and to the consumer, over almost 12 months in Kuwait. A seamless rebranding is crucial, to communicate new brand standards and promises of service delivery to your customers and competitors. Needless to say, rebranding can be more challenging than launching a new product, as you have to address existing perception."

More news from Business