SRS-WorldHotels Unveils New Brand Identity WORLDHOTELS" Modern Tone and Fresh Design Reflect the Companys New Structure and Growth Plans for the Future

Frankfurt, Germany-based SRS-WorldHotels, a leader in the global independent hotel sales, marketing and distribution industry, today announced that it has changed the name of its company to WORLDHOTELS. Company officials say the new name and accompanying logo design more accurately reflect the global growth trajectory and future plans of the organization.

Frankfurt, Germany (PRWEB) February 1, 2005 -- Fraankfurt, Bermany based SRS-WorldHotels, a leader in the global independent hotel sales, marketing and distribution industry, today announced that it has changed the name of its company to WORLDHOTELS. Company officials say the new name and accompanying logo design more accurately reflect the global growth trajectory and future plans of the organization.

The new name and look were revealed to member hotels on January 22 at the companys Annual Conference in Hong Kong. Michael J. Ball, chief executive officer, WORLDHOTELS, made the announcement.

Weve changed our name to WORLDHOTELS as we believe it not only clarifies our brand position, but also enables our organization to build stronger brand awareness in the global marketplace," said Ball. As a company we have grown significantly over the past 35 years, today offering our members a comprehensive range of sales, marketing, distribution and operational support services. As technologies, systems and procedures have evolved over the decades, the inclusion of the 'Steigenberger Reservation Service or 'SRS moniker in our brand name became less appropriate. We decided to hold on to the remaining portion of our former brand, as we believe it truly defines our international status and the independent nature of our hotel portfolio."

Ball went on to say that WORLDHOTELS is proud of its historical roots, and retains a close association with the Steigenberger Hotel Group -- one of the companys best clients.

Our decision to change the companys identity is in no way representative of internal tension -- just the opposite is true," added Ball. This decision was in the best interest of all parties involved, including Steigenberger, as it has enabled their organization to clarify it positioning as a hotel operations group, rather than a reservations system provider."

Tom Griffiths, vice president-the Americas, WORLDHOTELS, said the name change will have a positive impact on his region.

Throughout the U.S., Canada and Latin America, SRS-WORLDHOTELS was recognized as an organization with primarily European and Asian operations," said Griffiths. For the past few years, the our team has been working hard to not only grow our membership, but also generate name recognition, establish a reputation of innovation, and build relationships with key audiences in this region of the world. This re-branding effort has tremendous implications for the Americas team, as it provides everyone from sales and marketing to development and IT, with a fresh and consistent way of communicating who we are and what we do to our members, guests and travel agents alike."

In addition to the new name and logo, company official also unveiled a new tagline -- Inviting Choices" -- which is indicative of the many choices WORLDHOTELS provides to its key constituencies.

Our portfolio of independent hotels and resorts can accommodate individual tastes, needs and budgets with three distinct collections -- Deluxe Collection, First Class Collection and Comfort Collection," said Ball. As for our members, our 'choices include an extensive and increasing range of services to help grow their businesses, and for bookers, WORLDHOTELS offers excellent rates, programs and a variety of booking options."

The companys website was also re-launched at the Annual Conference, featuring a new address (www.worldhotels.com), contemporary design elements, and the new color palette.

About the New Logo Design
The graphics elements of the new logo design were intentionally created to represent 1) the three tiers" of the WORLDHOTELS portfolio (Deluxe Collection, First Class Collection and Comfort Collection); 2) the forward motion or dynamic movement of the organization; and 3) the brands international presents with an abstract, globe-like shape. The burgundy and orange colors were selected to reflect the contemporary, yet warm" and approachable culture of the company.

The new WORLDHOTELS graphic identity was created by an international design team at Enterprise IG, who collaborated on the project from offices in New York, the U.K., Japan and Germany. The name and design has been registered for use throughout Europe, in the U.S., and in most major Asian countries

WORLDHOTELS is one of the world's leading hotel sales, marketing and distribution organizations. This progressive and steadily expanding corporation represents nearly 500 member properties in 70 countries spanning all continents. Unique in its approach, WORLDHOTELS meets the requirements of business travelers and vacationers alike by providing hotels in three distinct categories: "The Deluxe Collection," hotels of refined elegance and luxurious comfort; "The First Class Collection," hotels of casual elegance, superior class and high quality; and "The Comfort Collection," hotels characterized by a casual ambiance, intimate atmosphere and moderate price. For more information or to make reservations, visit online at http://www.worldhotels.com or call toll free at 1-800-223-5652 in the U.S. and Canada.

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