QHotels unveils new rebrand

The QHotels Group has announced it has rebranded to The QHotels Collection through the unveiling of a new identity, in a move that underlines the transition of the group’s hotels “under one cohesive identity”. Formerly known as The QHotels Group, the new name for the collection of 21 hotels and resorts across the UK follows the decision to “clarify the collective brand identity under one umbrella”. The company said it has been working tirelessly over the past 18 months to define its positioning in the hospitality industry moving forward. The brand change has begun with a gradual series of cosmetic changes, including a new look, new logo, new fonts and a “fresh new colour palette to tie it all together”. According to QHotels, however, the “real change runs deeper to create and maintain meaningful connections for guests and team members whilst maintaining the unique soul of each establishment through atmosphere, service and people”. The QHotels Collection offers a range of individual hotels as well as branded within its portfolio. Going forward, all individual hotels within the group will be undergoing the “extensive” branding transition to “ensure clarity and consistency across the collection”. This will include new look signage that will replace the purple that has been synonymous with QHotels in the past. In addition, individual hotel emblems have been re-imagined by “taking inspiration from the community, hotel heritage and county flags to create a clear identity with a local connection”. Richard Moore, group CEO said: “Alongside the new look and feel, The QHotels Collection is committed to investing in the current hotel portfolio and growing its presence in the UK through selective opportunities. This announcement represents an ambitious and exciting change in direction for the group. “We are retaining the solid foundations of QHotels but modernising the look and feel of the collective brand identity. Importantly, our changes include the commitment to growing a culture that has a meaningful connection both with its employees and guests. After such a challenging time for everyone, we are delighted to announce such a positive development for the company."