The document outlines plans for a brand refresh of Country Comfort hotels. It targets road warriors in sales, mining, construction and other industries who travel more than 50% for business. The brand positioning is focused on providing rest and relaxation to improve productivity. Key aspects include quality sleep, shower and breakfast experiences along with competitive rates. Unique selling propositions center on these elements to differentiate the brand in the upper midscale segment. The rebranding incorporates a modern simplicity design concept across rooms, facilities and marketing.

1. Country Comfort Brand Refresh
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2. Rest Today for a More Productive Tomorrow
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3. Target Market: The Road Warrior
– Demographics
• Travelling Sales People –
IT, Mining, Construction,
Petrochem, Engineering:
mid level manager or support
• Small business
owner/entrepreneur
• Travels more than 50% on
business, largely domestic
or regional travel
• Limited Per Diem Budget
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4. Target Market: The Road Warrior
– Psychographics
• Time-pressed lifestyle
• Driven by value in all aspects life
• Spending more time on the road:
• Job is feeling more physically tiring
• Deals are getting more competitive
• More and more reliant on mobile
technology
• Demand simplicity
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5. Chain Scale Segmentation
Upper Midscale
Brand Positioning
We know how important complete rest and relaxation are to
your productivity so we make your stay hassle-free.
A good night’s sleep, refreshing shower and replenishing
breakfast mean you’re ready to focus your energy on the
brand new day.
Brand Promise
Rest Today for a More Productive Tomorrow
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6. Brand Identity
Primary Palette
Brand Identity
Bright Tones
Deep Tones
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7. Marketing Communications
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8. Marketing Communications
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9. Marketing Communications
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10. Marketing Communications
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11. Hotel Collaterals
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12. Hotel Collaterals
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13. Stationery
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14. Location Strategy
Country Comfort® Hotels
are located in primary and
secondary urban cities in
Asia-Pacific in large,
domestic and mature
markets.
CBD fringe locations,
transportation corridors and
hubs including highways,
airports, trains and bus
terminals.
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15. Unique Selling Propositions (USPs)
– How we Differentiate Our Brand
• Best in Category Sleep Experience
• Excellent Shower Experience
• Great Breakfast to prepare you for your day
• Our Fair Value Promise™
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16. USPs – Sleep
A luxury sleep experience in a midscale hotel
Top of the range Pillow-Top Sealy® mattress, top quality
pure cotton linens with a threadcount of 1200 per 4
inches, and a pillow menu – hypoallergenic, hard and
soft of both synthetic and feather pillows.
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17. USPs – Shower
An invigorating shower experience
Top quality shower hardware, with unlimited hot water
on demand and a water pressure pump ensuring
consistent and uninterrupted high pressure showers.
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18. USPs – Breakfast
A delicious and nutritious breakfast to start your day
Our quality Continental Breakfast is included in the room rate
or upgrade to our great Hot Breakfast at great value.
Grab it to Go if you prefer.
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19. USPs – Fair Value Promise™
Competitive room rates
Reception Retail
All pricing at 30% above local convenience stores
FREE WIFI and ease of connectivity
FREE local calls and great value on IDD calls
On Site Self-Laundry
Laundry and dry cleaning prices at 20% above street pricing
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20. Key Facilities
The Lobby
F&B
•
•
•
•
•
•
Self and assisted check-in and
check-out
Retail Offering and Grab & Go
adjacent to Reception Area
Restaurant & Bar with Meet & Greet
cluster seating
The Gym
•
•
Open 24hours
Offering top quality cardiovascular
machines and free-weights
Rooms
•
•
•
•
•
Meeting Rooms
•
•
2 x 8-seater rooms with Video
Conferencing
Meeting rooms supported by a
Business Bar with hot-desk linked to
a printer/fax/scanner open 24hours
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Breakfast Room - Standard
Restaurant - Optional
Lobby Bar
Standard and Twin rooms range
between 18-21sqm
Suites range between 36-42sqm
Top Quality 3-piece Bathroom
Media Console
No mini-bars in Standard and Twin
rooms
IT Standards
•
•
FREE WIFI, unlimited bandwidth
Tap keycard system or smartphone
access where possible
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21. Design Concept
Modern Simplicity — a modern and unfussy
approach with a touch of warmth and a focus on
efficiency in the use of space that maximises
productivity for the guest.
To create an environment in which our target
market will feel refreshed and productive for
the working day ahead.
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22. External Façade
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23. Entrance Façade
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24. Lobby Bar & Lounge
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25. Restaurant
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26. Corridor
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27. Standard Room – Queen
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28. Standard Room – Twin
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29. Suite – View 1
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30. Suite – View 2
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31. Gym
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32. Rest Today for a More Productive Tomorrow
Thank you!
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