HMH to overhaul Coral brand

Dubai-based Hospitality Management Holdings (HMH) said on Tuesday it is to overhaul its Coral Hotels & Resorts brand as part of plans to expand.

The new look for Coral Hotels & Resorts will be rolled out during the Arabian Travel Market (ATM) next month, said Laurent A Voivenel, CEO, HMH.

"We operate in a highly competitive, complex and dynamic environment. Having been 10 years in operation, we felt it was time to refresh the identity of Coral Hotels & Resorts because of the challenges and opportunities we see as we expand," he said in a statement.

"The overhaul was driven by an acknowledgement that given the highly digital environment today guests want to be simply more engaged. Therefore, it was both necessary from a technological standpoint as well as a tremendous opportunity to leverage Coral Hotels & Resorts for competitive advantage."

He added that the company is investing in new digital platforms to optimise the consumer experience. "Our primary objective is to engage and build strong relationships with our guests," he said.

The CEO called the rebranding move a "very significant step, adding that it had taken nearly six months of research and work.

Voivenel said he is confident the new identity will bolster the Coral brand and will be introduced to consumers with a mediacampaign using print, digital and broadcast media as well as a series of media roadshows and promotions at the various hotels under the brand across the MENA region.