IHG relaunches Regent Hotels & Resorts in KL with new brand positioning

InterContinental Hotels Group (IHG) has re-launched the Regent Hotels & Resorts brand in Kuala Lumpur, Malaysia, a move which comes on the back of the latter’s majority acquisition in March. The move comes as IHG plans to grow Regent portfolio from six hotels today to more than 40 hotels located in global “gateway cities” as well as iconic resort locations.The re-launched brand features new brand hallmarks and a design philosophy. In addition, the new brand also boasts a specially created service style and a “striking visual identity”, the statement said. It added that the new positioning was created “to deliver on a bold ambition”, which is to become a world-renowned luxury celebrated for bold new ideas.Regent Hotel has also made several brand promises – to be majestically intimate by having experiences designed for individuals, allowing guest to stay “on their terms” via a combination of attentive service and technology, and inspiring discoveries – which looks to enable guests to discover and experience the best of local culture, new tastes, delights and ideas.Watch the brand video here:https://vimeo.com/297011898The new brand was a result of IHG’s consumer research and feedback from owners and industry experts, and looks to evolve the brand to appeal to the modern luxury traveller. Regent Kuala Lumpur will be situated next to Tun Razak Exchange project.“I’m confident that our impressive new positioning and brand identity will allow us to continue to take the brand to the world’s best destinations and help position Regent as a real leader within luxury hospitality,” Keith Barr, CEO, IHG, said.“IHG shares our vision for the Regent brand. It’s been four months since IHG acquired a majority share in Regent Hotels & Resorts and we have already seen what can be achieved in a joint venture with one of the largest and most respected hotel companies,” Steven Pan, executive chairman, Formosa International Hotels Corporation, added.