SOUTHERN Sun Hotels today announced its new branding strategy, which will see the company rebranding about 27 of its Holiday Inn properties and rebranding Holiday Inn Garden Court properties to Garden Court Southern Sun. Speaking at a media briefing in Johannesburg, Southern Sun Hotels md, Helder Pereira, said the company would retain three properties with the Holiday Inn brand – continuing with a tactical presence. Pereira said Southern Sun would however no longer have exclusive use of the Holiday Inn brand within South Africa and the rest of Africa. The rebranding strategy will see the company’s properties being divided into economy, economy+, premier and deluxe categories. In the economy category is Garden Court Southern Sun, previously Holiday Inn Garden Court, and in the economy+ category is SunSquare, a new brand consisting of new-build hotels with between 200 and 250 rooms. The premier category is made up of Southern Sun Hemingways and Southern Sun Beverley Hills, while Pezula Resort Hotel & Spa and Santé Winelands Hotel and Wellness Centre fall into the deluxe category, of which the brand name has yet to announced. Pereira stressed that the rebranding strategy does not consist of “changing the signs” but rather a complete overhaul of certain properties to realign them with the new brands’ values. The new brand rollout will begin from spring this year, said Pereira. (Lucy Siebert)
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