SilverNeedle Unveils Refreshed Country Comfort Brand
Singapore-based SilverNeedle Hospitality has unveiled its aspirations for the refreshed Country Comfort brand as it prepares the well-known brand for further growth in the broader Asia-Pacific region.
An upper midscale hotel brand, Country Comfort is now “updated to better resonate with guests”. With a completely modernised brand identity to meet the business traveller’s demands, SilverNeedleHospitality is confident the brand refresh will provide a compelling option to hotel owners, in turn accelerating Country Comfort’s growth. Country Comfort will also launch SilverNeedle Hospitality’s new franchising business, giving owners an additional arrangement for the brand apart from the current management and licensing options.
“At SilverNeedleHospitality, we are constantly seeking ways to innovate at all levels: for our guest the business traveller, we continually explore how to enhance their experience. That includes assessing how we can rejuvenate our offering so that we stay ahead of their evolving demands,” said Iqbal Jumabhoy, managing director of SilverNeedle Hospitality. “For hotel owners and franchisees, we look at ways to offer them brands and business models that best meet their needs.”
SilverNeedle Hospitality chose Country Comfort to launch its franchising business because of its 28-year heritage and brand equity.
SilverNeedle Hospitality’s ambitions for its franchising business are aided immeasurably by International Enterprise Singapore – the government agency driving Singapore’s external economy – through its Global Company Partnership programme.
“Capacity-building is vital for a company when expanding overseas. We worked with SilverNeedleHospitality on its franchise architecture and intellectual property management as these are critical elements for the brand to grow,” said Kow Juan Tiang, environment and infrastructure services group director of IE Singapore. “As the growing middle income group in Asia drives tourism opportunities, IE Singapore will continue to help more hospitality companies expand their footprint in the region through identifying the right projects and business partners.”
The new Country Comfort brand remains focused on the upper midscale business travellers, while its new logo pays homage to its origin. The stylised feather in the new logo is a nod to the original that features the Kookaburra bird.
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