Mannheim, March 05, 2020. The ACHAT Hotels present their new brand image: hospitable, emotional and genuine. The comprehensive realignment is visible and tangible through a modern corporate image and design including a new logo and the concise slogan "Real.Amazing". Authentic and self-confident employee-customer philosophy puts people at the forefront - staff and guests alike. In the future, positive attitudes will be reflected through more intensive personal contact with guests as well as increased attention and commitment on the part of all employees. "At its core, this means practicing heartfelt hospitality that creates a really amazing atmosphere, pleasantly surprising guests with unmistakable ACHAT-moments," says Philipp Freiherr v. Bodman, ACHAT Hotels' Managing Partner.
Individual Brands Emerge as a New Strong Brand
"The new brand identity marks the start of a new era at ACHAT," v. Bodman further. The process of repositioning the brand was initiated at the beginning of 2019, when Philipp v. Bodman was appointed Managing Director. During the branding process and in terms of content, ACHAT was supported by its own employees and by Diribrand, a marketing agency. With immediate effect, the 35 ACHAT Hotels in Germany, Austria and Hungary are publicly launching their new look and brand. "Sub-brands such as Plaza, Premium and Comfort are being replaced through the star classification. In the future, the hotels will only feature the "ACHAT Hotel" and its location, such as the ACHAT Hotel Wiesbaden City," explains v. Bodman. An exception to this is the premium budget brand "LOGINN Hotels by ACHAT", that will continue to operate independently.
ACHAT Hotel: More Emotion in Logo, Slogan and Imagery
The lively spirit of the ACHAT Hotel brand is clearly reflected in the new logo and slogan, a revised color scheme and the emotional visual language. The name ACHAT - once a logo written in rigid capital letters - has now been replaced by vibrant handwriting within a finely lined rectangular frame. The connection of the frame, and the vibrant writing that breaks through it, symbolizes the space through which people move, and at the same time is emblematic of the guests' comings and goings. Emotionality and honesty are expressed by the new slogan "Real.Amazing.". It stands for heartfelt and friendly dialog with the guests, a impressive range of services, and the staff's new positive self-image. Characteristic of the new imagery are the employees pictured in their daily activities. As for the updated company colors, the newly coordinated ACHAT green interplaying with apricot, smoky blue, surf green and carnation red conveys tranquility as well as vibrancy in equal measure.
ACHAT Moments: Amaze the Guests
Guests not only experience visible, but also tangible quality and customer commitment with the new "ACHAT Moments". This new brand strategy defines ACHAT moments as unexpected moments filled with spontaneous, creative attentiveness that make guests feel that you are always thinking of them and available for them. ACHAT Hotels are currently in an intense expansion phase and with this new strategy want to position themselves more strongly as a brand to achieve a higher recognition value.
Note to the editor: On this topic, you can also read an interview with Philipp Freiherr v. Bodman "New Brand Strategy: ACHAT Hotels - Real.Amazing.".
Emotional, ehrlich, really – ACHAT Hotels sind gelebte hospitality. Guests staying at any of our 35 three- to four-star superior hotels will encounter an innovative quality of service that comes from the heart. The "Real.Amazing." slogan expresses what the uniquely designed ACHAT hotels are all about: being original in everything they do. Really amazing quality in the medium price segment offers customers a convincingly high level of performance across all countries. The hotel group that was founded in 1991 and is headquartered in Mannheim, with hotels in Germany, Austria and Hungary, is on track for economic growth. It has been part of the SME-investor HANNOVER Finanz since 2016. ACHAT Hotels focuses on lease opportunities through the acquisition of portfolio hotel properties for the ACHAT Hotels brand as well as on new hotel buildings that operates under the premium budget brand "LOGINN Hotels by ACHAT".
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