Swiss-Belhotel International Gears Up (Indonesia)
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Swiss-Belhotel International Gears Up (Indonesia)
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Category: Asia Pacific - Indonesia - Industry economy -
Trends / Expert's advice
This is a press release selected by our editorial committee and published online for free on 2009-01-09
As 2008 draws to a close, one of the world’s fastest growing hotel management chains, Swiss-Belhotel International, held its General Managers’ Conference at their new deluxe 5-star hotel, Grand Swiss-Belhotel Medan, to prepare for a dynamic 2009.
With the phenomenal, record-breaking growth experienced by the Group in 2008 when its portfolio of properties swelled to 48 hotels and projects, Swiss-Belhotel International took its rightful place in the exclusive 100 Club of international hotel groups. “With our entry into the top 100 hotel management companies globally, we are now more confident than ever that we will be in the top 50 soon, considering the rapid growth of the chain and the passion and professionalism that drives our management teams,” stated Swiss-Belhotel International President and Chairman Gavin Faull. Faull also indicated that Swiss-Belhotel International is opening more than 20 hotels in Asia Pacific and the Middle East from 2009 to 2011.
With rapid expansion and growth comes the need for global branding recognition. The theme of this year’s conference, “Branding, Branding, Branding...Are We Unique or Part of the Herd?” reflects this market positioning vision.
“By adopting this theme, we are encouraging our top executives and General Managers to ensure that the Swiss-Belhotel International brand stands out from amongst the competition. The Swiss-Belhotel brand is being recognised and acknowledged by the market as a world-class service and facilities brand, which is our promise to every guest,” stated Faull as he emphasised the significance of branding by distributing bars of the popular chocolate brand “Kit Kat” to demonstrate how a brand becomes an icon with the right product, right promotion and right positioning.
To further inspire and motivate the General Managers to accomplish the chain’s branding initiatives, Faull invited Australian branding expert Richard Rosebery to discuss Branding’s definition and Swiss-Belhotel International’s positioning. Rosebery and Faull discussed branding theories vis a vis some practices of renowned brands.
The Branding presentation confirmed that the Group has already started to effectively manage the Swiss-Belhotel International brand and has a defined idea of where it wants to go and what it wants to achieve. Swiss-Belhotel International has its sights set on being a globally recognized brand within five years.
With the Swiss-Belhotel International’s brand now totally focused, the Group will move towards global positioning and global recognition very strongly and is clearly recognised as an exciting and refreshing brand in international hotel management.
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