Scenic Circle Hotels re-launches brand
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New Zealand’s Scenic Circle Hotels is undergoing a complete brand relaunch as part of its strategy to protect the viability of its business both during the current economic climate and for the long term.
From now on New Zealand’s only 100% owned and operated hotel group will be known as the Scenic Hotel Group and will market its 18 properties under two distinct brands - Heartland Hotels and Scenic Hotels.
“While the downturn in international tourism is certainly taking its toll in places like Auckland and Queenstown, we do not believe that slashing rates and indulging in price warfare is the answer,” Managing Director, Brendan Taylor, said. “We are here for the long term and while we obviously need to be competitive, we also need to protect the long term viability of our business.”
In addition to the rebranding, Mr Taylor says the company is putting a major emphasis on quality assurance and accelerating its environmental compliance programme. The company has recently brought two more West Coast properties into the group and in September will open its new NZ$25 million (US$15.5 million) eco-designed Te Waonui Forest Retreat (pictured) in Franz Josef.
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