Rydges Gold Coast.

Local knowledge will become the backbone for the Rydges Hotels and Resorts brand, with Event Hospitality today unveiling a brand evolution designed to deliver a new element of authenticity to the guest experience.

A phased rollout of the brand evolution is now underway, with Rydges adopting the tagline ‘Refreshingly Local’. In collaboration with brand consulting and design agency, Landor, Event Hospitality has jazzed up the Rydges brand with a new livery, colour palette, digital touch points and in-hotel collateral including new staff uniforms which will be progressively put in place across the brand’s hotels across Australia and New Zealand.

Beyond 2021, new in-room services will see guests offered local recommendations to help immerse them in the local area. Each property will offer a ‘Refreshingly Local’ accommodation package with spotlights on local experiences.

New marketing material at Rydges will showcase local attractions.

This will be backed by digital training including a #LoveMyLocal back-of-house staff activation which will encourage staff to share details of their favourite local spots such as hidden laneway bars, high quality restaurants off the main street and local sights only known by those residing in the area.

Rydges Hotels General Manager, Troy Cuthbertson, said the new branding will appeal both to domestic travellers and international guests craving local experiences.

“This brand refresh reaffirms what customers and owners appreciate about us and encapsulates what sets us apart in the market – being a local business partner with world class teams on the ground who are agile and able to create authentic local experiences,” Cuthbertson said.

Digital signage assets have now been updated to reflect the new logo and brand identity.

“We know our people are integral to bringing the Rydges spirit to life every day; from sharing the best place to indulge in the local seafood, suggesting a lesser known hike or anticipating a guest’s needs to ensure even the little things are locally tailored.”

Rydges Marketing and Customer Experience Manager, Joseph Ancora, said: “Using a natural colour palette alongside the use of striking monochromatic local area imagery reflecting the cities and communities in which we operate allows us to leverage the regional stories and a connection to place that a local accommodation experience creates.”