Valor Hospitality Europe has recently completed the rebrand of four former Holiday Inn properties in to new Crowne Plaza hotels. Here Valor’s operations director, Mark Thacker discusses why it’s the people, not the physical changes to the hotel’s décor that is key to a successful hotel rebrand. Rebranding a small collection of hotels is not a task to be taken lightly, but with a clear strategy and a commitment to change, the results can be very rewarding. First, where to start amongst the myriad of tasks and meetings that need to be completed? That’s easy I thought; change the external
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