IHG (InterContinental Hotels Group) has revealed a signing for its Regent Hotels & Resorts brand in Kuala Lumpur, Malaysia, alongside its relaunch of the brand.

IHG announced the acquisition of a majority stake in Regent Hotels & Resorts in March, bringing the brand into the top end of its portfolio, and increasing IHG’s presence in a fast-growing luxury segment worth $60bn. 

Regent’s new re-brand is part of its new positioning. The relaunched brand comes complete with new brand hallmarks and design philosophy, a service style, and a new visual identity.

Keith Barr, chief executive officer, IHG, commented: “I’m delighted that we’re announcing the first signing for our Regent brand today. I’m confident that our impressive new positioning and brand identity will allow us to continue to take the brand to the world’s best destinations and help position Regent as a real leader within luxury hospitality.

“We are already one of the world leaders in luxury with our InterContinental Hotels & Resorts brand, and alongside Regent and Kimpton, we have significant potential to expand our global footprint in the fast-growing luxury segment.”

Steven Pan, executive chairman, Formosa International Hotels Corporation said: “IHG shares our vision for the Regent brand. It’s been four months since IHG acquired a majority share in Regent Hotels & Resorts and we have already seen what can be achieved in a joint venture with one of the largest and most respected hotel companies. It’s an exciting time for the brand as we propel Regent back to worldwide reach and evolve the brand to appeal to the luxury traveller of today and tomorrow.”

Each Regent hotel will adhere to three brand guidelines:

  • Majestically intimate – experiences designed for the individual 
  • On their terms – guests to stay on their terms using a combination of attentive service and technology
  • Inspiring discoveries – enabling guests to discover and experience the best of local culture, new tastes, delights and ideas

With the evolution of Regent’s brand positioning, IHG’s intention is to grow the Regent portfolio from six hotels to more than 40 hotels in global gateway cities and iconic locations.

The new signing revealed is with Multibay Development Sdn. Bhd for Regent Kuala Lumpur.

In addition, plans are already underway to re-brand the InterContinental Hong Kong, which is set to become a Regent hotel in 2021. The re-brand will see the hotel return to its roots, having first opened its doors as a Regent in 1980.

 

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