The Peninsula Group unveils new name and look

September 1st 2003 saw a new look for Peninsula hotels and operations around the world, with a new name and new branding as just one of the benefits of an ongoing guest consultation process comprising of over two years of careful research into guest requirements and preferences.

The name “The Peninsula Hotels” replaces “The Peninsula Group” to further clarify and strengthen the role of the hotel group, and the gold “TPG” icon below the name has been dropped.

To allow stronger representation of the brand name in print and related brand material the existing type-font has been strengthened, while the type font colour softens from black to charcoal grey. Ivory replaces the current white in all stationery and collateral items to communicate the warmth of The Peninsula’s guest experience and reinforce the luxury positioning of the new look.

An evolution rather than revolution, the rebranding constitutes the most visible sign of a two year consultation and research process undertaken by The Peninsula Group including listening to the views of existing Peninsula guests and those staying at competitor luxury brands, and working closely with all management and front-line staff across the Group’s hotels in order to  find out guest preferences and how The Peninsula hotels can better provide outstanding hospitality experiences for guests.

“The Peninsula has remained a leader at the luxury end of the hospitality industry for 75 years, mainly through our ability to change and evolve with the needs and wishes of our customers. Rejuvenation of our brand identity is a natural evolution” said Clement Kwok, Chief Executive Officer of The Hongkong and Shanghai Hotels Limited, parent company of The Peninsula Hotels.

“The research and fact-finding process has been a valuable one” added Clement Kwok “Research was conducted geographically in different countries, by gender and age groups, which gave us a good insight into the preferences, needs and aspirations of travellers in the luxury segment.

“One interesting finding was while that Peninsula hotels are not regarded as being “designer hotels” and have always emphasized style and classic design, we are now seeing an increasing trend of “design hotel graduates” staying with us. Whilst these people were the leaders in trying new hotels, they have also been the first to come back, realizing that quality, substance and human care is what truly differentiates. Research also showed that  travellers found the name “Group” too general, corporate and impersonal, while “The Peninsula Hotels” clarifies our competency and the exact role of what we do”.

September 1st also marks the renaming of The Palace Hotel in Beijing to The Peninsula Palace Beijing, following a US$27 million renovation programme. Completely renovated and upgraded, new features and facilities include award-winning new restaurants, banquet and function space, a remodeled  hotel lobby, expanded commercial retail space, with 50 of the world’s top brands and newly decorated rooms and suites equipped with state-of-the-art Peninsula technology.