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Carlson revamps Country Inns

MIAMI, FL, USA: Carlson Rezidor Hotel Group has revealed Country Inns and Suites by Carlson has partnered with American celebrity interior designer Genevieve Gorder as it launches a new brand identity and a new generation hotel prototype.

The announcement came during the Country Inns and Suites annual business conference at Fontainebleau, Miami Beach, Florida, this week.

While the brand has seen consistent upgrades and regular renovation cycles, this is the first time in its 25-year history that it has been completely redesigned to include a new architecture, interior aesthetic and visual identity, including logo.

The new Country Inns and Suites logo, which has been reinterpreted to evoke a more modern and sophisticated image, will be seen immediately, with a controlled roll out across the entire portfolio.

The updated hotel architecture and interiors will make their debut in the 4th quarter of 2013. They will feature a clean, contemporary look and feel that complements the new visual identity that combines warmth and comfort with the iconic design elements Country Inns and Suites are known for, including lobby fireplaces.

The architectural design is a departure from previous generations of Country Inns and Suites and will allow the brand to expand in a greater variety of areas and locations, including more urban markets. The design will resonate with loyal guests, as well as today’s younger, technology-focused business travellers.

“We are looking to the future and are making thoughtful changes that will allow us to grow our brand,” said Gordon McKinnon, executive vice president and chief branding officer for Carlson.

“It’s a natural next step to evolve into a product that appeals to a younger generation. But we will be fiercely maintaining our service culture and amenities that have built our strong, loyal customer base.”

Country Inns and Suites has partnered with celebrity interior designer Gorder to leverage her expert insights on the design needs of today’s consumers and reinforce the direction of the brand.

“Genevieve’s unique ability to add both style and comfort to living spaces translates perfectly to the guest experience Country Inns and Suites are known for – caring, consistent and comfortable hospitality delivered with a touch of home,” said Scott Meyer, senior vice president, Midscale Brands, Americas, Carlson Rezidor Hotel Group.

With shows like HGTV’s ‘Dear Genevieve’, ‘Design Star’ and her upcoming show ‘Genevieve’s Renovation’, Gorder has become a beloved household name in the United States and a force within the design world.

“I am so excited for Country Inns and Suites. The design decisions that were made are strong, smart and progressive,” Gorder said. “You do not see attention to detail like this in upper-midscale hotels; it is truly special.”

Country Inns and Suites By Carlson is a leading upper-midscale brand with 480 hotels operating throughout North America and India. The brand is focused on growth primarily in the U.S., Canada, India and Mexico.

“With this brand evolution, we’re staying one step ahead of our guests’ already high expectations,” Meyer said, “but our core values remain the same.”

Country Inns and Suites was founded by the Carlson family in 1987, inspired by the traditional European bed and breakfast and the founding principal that great hospitality means treating guests like family. To this day, guests are welcomed with a batch of warm chocolate chip cookies, a trademark of family-style hospitality. Today, the brand has evolved to a more contemporary vision, yet still embodies the best parts of that founding philosophy, including the cookies.

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