Rebranding of an iconic city hotel

THE Parkroyal Perth has officially changed name and will now be known as the Crowne Plaza.

Today’s name change is part of a process of aligning Australia’s Parkroyal hotels under The Six Continents Hotel Group banner, according to Parkroyal Perth’s general manager Peter Gee.

“About two years ago SPHC, the former management group, became a part of the Six Continents Hotel Group,” Mr Gee said.

“There has been a slow process of Centra Hotels and Parkroyal Hotels becoming Holiday Inns and Crowne Plazas.”

The Parkroyal received major renovations in 1999, transforming it from 93 rooms to 191 rooms. Mr Gee said that although $15 million was spent redeveloping the hotel, re-branding at that stage was premature.

“The time wasn’t right to re-brand,” he said.

“There were no Crowne Plazas in Australia at that time. They are now in Coogee Beach, Terrigal, and Canberra.”

Mr Gee said a benefit of taking on the Crowne Plaza name and brand was the prominence it had internationally.

“The Parkroyal has a strong domestic brand but the Crown Plaza is a far bigger global brand,” he said.

“It gives us an affiliation with a well known international brand. Ultimately there will be no more Parkroyal Hotels in Australia.”

While the outside signage won’t be changed for another four weeks, stationary, brochures, and other materials will carry the Crowne Plaza branding from today.

Mr Gee said the entire re-branding process would cost $100,000.

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