Re-branding as a truly independent hotel: the story of Aubrey Park

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Aubrey Park, a HotelREZ Hotels & Resorts member hotel in Hertfordshire, is re-branding this Monday. We talked to David Timmis, Managing Director at Aubrey Park, to find out the reasons behind their new approach.

Aubrey Park new logo

Aubrey Park new logo

Independent means we can be reactive, we can change the service we provide quicker, we have more of a can do attitude because we are not governed by big brand standards. We can deliver something more personal for the client.

A contemporary styled hotel located between St Albans and Hemel Hempstead, Aubrey Park is renewing itself. With a truly relaxing English countryside setting, this 4 star property is well suited for both business and leisure breaks. Boasting an elegant new logo, as well as a brand new website and mobile-friendly online booking engine, the hotel presents itself as a unique venue in the area. David Timmis, Managing Director at Aubrey Park, explains:

“We wanted to be recognised as the best destination hotel in the area, with a distinctly individual approach to all our clientele. We appreciate how important logos and first impressions are, and after listening to our clients we realised our brand identity needed to change.”

Moreover, by positioning itself as a truly independent hotel, Aubrey Park intends to provide guests with a distinctive approach to hotel service:

“Whilst customers demand consistency, they also want something a little different and that is when a truly independent hotel can really stand out from the big chain hotels. Independent means we can be reactive, we can change the service we provide quicker, we have more of a can do attitude because we are not governed by big brand standards. We can deliver something more personal for the client, and I believe that is what today’s travellers are looking for.”

Social Media is also playing a major role in the new strategy, particularly as a way to bond with the hotel’s guests:

“We see it as a tool to engage with our customers rather than sell to them. We want them to feel part of the Aubrey Park family. It is a great way of getting a message across to an audience who may have never heard of your hotel, while at the same time keeping your local clients up to date.”

About Aubrey Park

Enjoying a convenient location, just 3 miles from the M1 and 20 minutes away from Luton, Aubrey Park boasts 137 en-suite bedrooms ranging from doubles, executives and family rooms, a light and airy brasserie serving seasonal dishes and all time favourites, and plenty of flexible meeting spaces and conferences facilities. The hotel also provides guests with free Wi-Fi all throughout, parking on-site and is pet-friendly.

About HotelREZ

HotelREZ Hotels & Resorts was started in 2004 by Mark Lewis, an experienced hospitality industry professional and entrepreneur. Over the course of a decade the company has grown to be one of the leading hotel representation companies dedicated to marketing and connecting independent hotels with bookers worldwide.    

With an extensive hotel portfolio of over 400 hotels in the UK, from grand country house hotels and manors to city centre business hotels and boutique hideaways, HotelREZ is now one of the 5 biggest hotel companies in the UK, on the Global Distribution Systems.

For requests and further information you can contact us on 0845 004 9393 or email us on marketing(at)hotelrez(dot)net

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Ana Machado
HotelREZ Hotels & Resorts
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since: 03/2009
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