A Brand Licensing Point of Difference

Flexibility is the key to SilverNeedle Hospitality’s successful brand license model.

Deciding on which hotel brand license to invest in can be difficult. While there are a plethora of reputable hotel brands in Australia, potential licensees need to look closely at the various business models to ensure they aren’t locking themselves into a non-flexible agreement.

SilverNeedle Hospitality is an innovative and progressive hospitality, investment, development and management company with a focus on mid to upscale hotels and resorts that are intelligently designed and operated for the professional and leisure needs of the modern business traveler.

The network consists of Grand Chifley, Chifley, Country Comfort, Australis and Sundowner brands. This network is widely recognised and synonymous for their genuine Australian hospitality. Their brand licensing model is fast gathering fans in the hotel licensing sector due to their flexible terms.

The benefits of a SilverNeedle Hospitality brand license are two-fold. Not only are owners given the use of one of the brands from the SilverNeedle Hospitality line-up but they can also access the group level sales and marketing assets to support their business. These benefits include a web presence, a live online booking engine, traditional and web based sales and distribution, access to agency preferred hotel programs, access to corporate and government RFP tender programs, powerful GDS connectivity with private label chain code (with group level marketing activity), access to SilverNeedle’s loyalty program – The Escape Club, and support from our Australian based telephone sales team that operates from Sydney.

According to Bruce Holliday, general manager of the Country Comfort in Greenway, ACT, says, “The support we receive from SilverNeedle Hospitality is exceptional. They don’t operate a cookie-cutter franchise model but a much more flexible brand licensing model that gives owners the freedom to tailor an agreement to meet their needs.”

The Country Comfort in Greenway, ACT recently switched from a managed hotel to a brand license property in August and following the switch chose to remain with the Country Comfort brand.

“Country Comfort is a powerful regional brand name that is supported with a very good centralized booking system. Their online marketing efforts, particularly the website, provide an easy solution for tracking sales. The GDS connectivity and group purchasing benefits have also resulted in savings,” Mr Holliday continued.

SilverNeedle’s brand license model offers the traditional fee structure (like most in the market) as well as a commercial performance based structure to suit owners.

Mr Holliday is also impressed with SilverNeedle’s customer service, “As a group they are very easy to get along with and receptive to my needs – nothing is too much trouble. If I need help with something like procurement or financial advice, I know I can approach them for advice and they provide access to a wider range of services. This high level of service is crucial in ensuring that we run a successful and profitable business.

Mr Holliday added, “The SilverNeedle brand licensing model is commercially viable and very appealing. It was definitely the right choice for us.”

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