Country Comfort will completely modernise its brand identity to meet the needs and demands of business travellers, while also launching SilverNeedle’s new franchising business. The upper midscale hotel brand is well-known in Australia and New Zealand, however, the Country Comfort brand promise has changed to become ‘Rest Today for a More Productive Tomorrow’. The refreshed product will provide customers with competitive room rates, new high-quality bedding, hot breakfasts, free Wi-Fi and free local calls. The franchising business will provide owners an additional, innovative arrangement for the brand apart from the current management and licensing options. SilverNeedle Hospitality plans to refresh the Country Comfort brand, in order for the business to better resonate with the broader Asia-Pacific region. “For hotel owners and franchisees, we look at ways to offer them brands and business models that best meet their needs.” “We are constantly seeking ways to innovate at all levels: for our guest the business traveller, we continually explore how to enhance their experience… assessing how we can rejuvenate our offering so that we stay ahead of their evolving demands,” SilverNeedle Hospitality managing director and group chief executive Iqbal Jumabhoy said. For current Country Comfort licensees, SilverNeedle Hospitality will assess properties as to whether the new brand is the best fit or if another SilverNeedle brand is more appropriate, once their agreement has expired. Source = ETB News: P.T.