While the brand has seen consistent upgrades and regular renovation cycles, this is the first time in its 25-year history that it has been completely redesigned to include a new architecture, interior aesthetic and visual identity, including logo. The new Country Inns & Suites logo, which has been reinterpreted to evoke a more modern and sophisticated image, will be seen immediately, with a controlled roll out across the entire portfolio.
The updated hotel architecture and interiors will make their debut in the 4th quarter of 2013. They will feature a clean, contemporary look and feel that complements the new visual identity that combines warmth and comfort with the iconic design elements Country Inns & Suites are known for, including lobby fireplaces. The architectural design is a departure from previous generations of Country Inns & Suites and will allow the brand to expand in a greater variety of areas and locations, including more urban markets. The design will resonate with loyal guests, as well as today’s younger, technology-focused business travelers.
“We are looking to the future and are making thoughtful changes that will allow us to grow our brand,” said Gordon McKinnon, executive vice president and chief branding officer for Carlson. “It’s a natural next step to evolve into a product that appeals to a younger generation. But we will be fiercely maintaining our service culture and amenities that have built our strong, loyal customer base.”
Country Inns & Suites has partnered with celebrity interior designer, Genevieve Gorder to leverage her expert insights on the design needs of today’s consumers and reinforce the direction of the brand.
“Genevieve’s unique ability to add both style and comfort to living spaces translates perfectly to the guest experience Country Inns & Suites are known for — caring, consistent and comfortable hospitality delivered with a touch of home,” said Scott Meyer, senior vice president, Midscale Brands, Americas, Carlson Rezidor Hotel Group.
With shows like HGTV’s “Dear Genevieve”, "Design Star" and her upcoming show "Genevieve’s Renovation," Gorder has become a beloved household name and a force within the design world.
“I am so excited for Country Inns & Suites. The design decisions that were made are strong, smart and progressive,” Gorder said. “You do not see attention to detail like this in upper-midscale hotels; it is truly special.”
Country Inns & Suites By Carlson is a leading upper-midscale brand with 480 hotels operating throughout North America and India. The brand is focused on growth primarily in the U.S., Canada, India and Mexico. Country Inns & Suites was founded by the Carlson family in 1987, inspired by the traditional European bed and breakfast and the founding principal that great hospitality means treating guests like family. To this day, guests are welcomed with a batch of warm chocolate chip cookies, a trademark of family-style hospitality. Today, the brand has evolved to a more contemporary vision, yet still embodies the best parts of that founding philosophy, including the cookies.
“With this brand evolution, we’re staying one step ahead of our guests’ already high expectations,” Meyer said, “but our core values remain the same.”
About Carlson Rezidor Hotel Group
The portfolio of the Carlson Rezidor Hotel Group includes more than 1,300 hotels in operation and under development, a global footprint spanning 100 countries and territories and a powerful set of global brands (Radisson Blu, Radisson®, Park Plaza®, Park Inn by Radisson, Country Inns & Suites By CarlsonSM and Hotel Missoni). In most of the group’s hotels, guests can benefit from the loyalty program Club CarlsonSM, one of the most rewarding loyalty programs in the world. Carlson Rezidor Hotel Group and its brands employ more than 80,000 people.
Carlson Rezidor Hotel Group is headquartered in Minneapolis, Minn., and Brussels, Belgium.
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