Holiday Inn Unveils New Logo Design
After 55 years in the hotel industry, Holiday Inn has decided to refresh its outdated image by launching a new logo for its 3,000 hotels around the world.
To show how committed they are in this remarkable initiative, the mother company InterContinental Hotels Group (IHG) is prepared to shell out £30 million just to start the ball rolling. The total cost is expected to reach £488 million or US$1 billion by the end of 2010. This may be the biggest makeover in the hotel industry.
As we keep reminding you, our dear readers, any re-launch or rebranding must not stop with a logo makeover. You must add meaning or significant changes in a certain aspects of your business. More importantly, it should be consistent to be effective. In the case of Holiday Inn, changes include:
- New service culture captured in its revised tagline “Stay Real”. It means delivering genuine service and treating guests as real people.
- Guest Room redesign to give a more relaxing ambiance.
- Complete sensory experience with its customized music and the subliminal Holiday Inn scent.
On Market Research…
As expected, many business analysts and observers have viewed the new logo design inappropriate or even hideous. What’s important to note in this initiative is that Holiday Inn conducted a market research to determine what the key customers really want. But when the comments are bad as the GOP logo design makeover, change it immediately.
On Rebranding…
Whether you’re spending $2,000 or $20 million to rebrand your company or product, you should not be too radical in implementing changes. Otherwise, you will lose even your very loyal customers quickly.
