Refreshed room at Quality Apartments Castle Hill (NSW)

Choice Hotels Asia Pacific is undertaking a refresh of its Quality Hotel brand which will see modern branding introduced to hotels throughout the network.

Four Australian properties have already transitioned to the new and 25% of Quality hotels will have the new branding in place by Christmas.

Choice Hotels Asia Pacific CEO, Trent Fraser, said the decision to refresh the brand was based on a revaluation of the needs and expectations of consumers post pandemic.

New branding in place at Quality Resort Sorrento Beach WA

“The turbulence of the last two years has changed the way we value travel,” he said.

“Working from home gave many of us a new appreciation of work life balance and now we’re seeing subtle changes in the needs of our business and corporate guests, with in-room office setups, apartment accommodation for longer stays, and larger room requests to allow work trips to extend into long weekends.

“Superior amenities, top-tier restaurants and modern recreation facilities are important when you’re away from home for work, as is excellence in customer service, and these are elements that are part of the Quality Hotel chain experience.”

Quality Resort Sorrento Beach, Western Australia, was one of the first hotels to transition to the new look, with the 81-room Quality Apartments Castle Hill (Sydney) – which joined Choice Hotels in March – has also implementing the new brand.

Quality Resort Sorrento Beach in WA

Quality Hotel Robertson Gardens (Brisbane), a former Comfort Hotel property, relaunched in May following a full refurbishment and rebrand, while Quality Hotel Wangaratta Gateway (Victoria), which has been with Choice Hotels for 27 years, was one of the first regional Victoria properties to install the new signage, in July.

Comfort and affordability are key elements of the Quality Hotel offering, and Fraser believes the fresh, modern look will better communicate that it is a familiar and trusted brand in the midscale segment.

Quality Wangaratta Gateway showcasing the new signage

“Holiday time and connecting with family around the country carries so much more value and are occasions that we really look forward to. This time is more precious and memorable because of the time spent apart,” he said.

“So, when we do get to travel, we want to know and trust the properties that we are staying in.”

The new brand logo will be added to each hotel’s exterior and on digital and social channels over the next two to three years.