SILVERNEEDLE Hospitality has unveiled a refreshed Country Comfort as it prepares to grow the brand beyond Australia and New Zealand to South-east Asia, North and South Asia through franchising, leasing and hotel management.
Currently, there are 23 Country Comforts, 20 of which are in Australia and the remainder in New Zealand.
SilverNeedle Hospitality executive vice president, brands, Sean Flynn, said the brand, targeted at the road warrior, has a new logo and brand promise, Rest Today for a More Productive Tomorrow, while its positioning has changed from mid- to upper midscale.
Flynn said the new product offering includes a high-quality bed with 1,200 threadcount sheets, a hot breakfast, hassle-free check-in and check-out as well as productive working spaces.
Meanwhile, SilverNeedle Hospitality is running a competition to reward the highest booker among bona fide travel agencies with a three-night stay at any participating hotel.
In addition, all travel bookers will stand a chance to win a three-night stay at any participating hotel in the grand lucky draw. The promotion is ongoing until December 20.
