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SilverNeedle® Hospitality Unveils Refreshed Country Comfort® Brand

October 28, 2013 Hotel News No Comments Email Email

Singapore-based SilverNeedle® Hospitality unveils its aspirations for the refreshed Country Comfort® brand as it prepares the well-known brand for further growth in the broader Asia-Pacific region.

545985An upper midscale hotel brand well-known in Australia and New Zealand, Country Comfort® is updated to better resonate with guests in these markets, as well as the broader Asia-Pacific region. With a completely modernized brand identity to meet the business traveller’s demands, SilverNeedle® Hospitality is confident the brand refresh will provide a compelling option to hotel owners, in turn accelerating Country Comfort®’s growth. Country Comfort® will also launch SilverNeedle® Hospitality’s new franchising business, giving owners an additional arrangement for the brand apart from the current management and licensing options.

“At SilverNeedle® Hospitality, we are constantly seeking ways to innovate at all levels: for our guest the business traveller, we continually explore how to enhance their experience. That includes assessing how we can rejuvenate our offering so that we stay ahead of their evolving demands,” said Iqbal Jumabhoy, Managing Director & Group Chief Executive Officer of SilverNeedle® Hospitality. “For hotel owners and franchisees, we look at ways to offer them brands and business models that best meet their needs.”


SilverNeedle® Hospitality chose Country Comfort® to launch its franchising business because of its 28-year heritage and brand equity. As of 30 September, 2013, SilverNeedle® Hospitality manages and licenses more than 20 Country Comfort® hotels in Australia and New Zealand, together accounting for about 1,000 keys.

SilverNeedle® Hospitality’sambitions for its franchising business are aided immeasurably by International Enterprise (IE) Singapore – the government agency driving Singapore’s external economy – through its Global Company Partnership programme.

“Capacity-building is vital for a company when expanding overseas. We worked with SilverNeedle® Hospitality on its franchise architecture and intellectual property management as these are critical elements for the brand to grow,” said Kow Juan Tiang, Environment and Infrastructure Services Group Director of IE Singapore. “As the growing middle income group in Asia drives tourism opportunities, IE Singapore will continue to help more hospitality companies expand their footprint in the region through identifying the right projects and business partners.”

New Country Comfort® Brand Promise

The new Country Comfort® brand remains focused on the upper midscale business travellers, while its new logo pays homage to its origin. The stylized feather in the new logo is a nod to the original that features the Kookaburra bird.

The new brand promise, Rest Today for a More Productive Tomorrow, acknowledges the demands on today’s road warrior, delivering what these busy travellers need most. What they don’t require will be removed so they will avoid incurring unnecessary expenses. The goal is to create an environment where the modern business traveller can recharge and refuel for the next leg of their business trip, starting the day with a highly productive mind set.

“The refreshed Country Comfort® hotels will focus on delivering convenience, quality and value,” said Sean Flynn, Executive Vice President, Brands, of SilverNeedle® Hospitality. “We promise the best-in-category sleep experience with quality amenities and an excellent shower experience, akin to a luxury experience in midscale hotel.”

The new product offering includes a high-quality bed with 1,200-thread count sheets and a hot breakfast. With a hassle-free check-in and check-out, as well as productive working spaces, SilverNeedle® Hospitality believes that the new brand offering will ultimately cost its Country Comfort® franchise owners less to manage.

Apart from offering competitive room rates, Country Comfort®’s Fair Value Promise includes freeWi-Fi and free local calls. All retail products will be priced just 30% above local convenience stores, while laundry and dry cleaning at 20% above street pricing.

Rolling Out the Refreshed Country Comfort® Brand

SilverNeedle® Hospitality will actively engage current owners and licensees of the Country Comfort® brand to incorporate the new product offering, refreshed logos and brands in their existing properties.

For current Country Comfort® licensees, SilverNeedle® Hospitality will continue to execute the existing arrangements. Upon expiry of the agreement, the property will be carefully assessed as to whether the refreshed Country Comfort® brand is the best fit for the property, or if another brand in the SilverNeedle® Hospitality portfolio is more suitable.

Over the next 12 months, the Country Comfort® brand will undergo a transition. The group will continue to pursue brand licensing opportunities for the previous brand identity, yet will be increasingly selective with the properties signed to ensure that they meet the new brand standards. Once the transitionary period is over, all Country Comfort® hotels signed thereafter will carry the new brand identity and logo.

SilverNeedle® Hospitality intends to develop other brands in its stable for licensing.

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