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SilverNeedle Hospitality to refresh Country Comfort brand

Singapore-based SilverNeedle Hospitality is rebranding Country Comfort and expanding it into the broader Asia-Pacific region.

Country Comfort will also launch SilverNeedle Hospitality’s new franchising business, giving owners an additional arrangement for the brand apart from the current management and licensing options.

The new Country Comfort logo

SilverNeedle Hospitality’s managing director and group chief executive officer Iqbal Jumabhoy said,  “At SilverNeedle Hospitality, we are constantly seeking ways to innovate at all levels: for our guest the business traveller, we continually explore how to enhance their experience. That includes assessing how we can rejuvenate our offering so that we stay ahead of their evolving demands.

An artist’s impression of the refreshed entryway

“For hotel owners and franchisees, we look at ways to offer them brands and business models that best meet their needs.”

SilverNeedle Hospitality chose Country Comfort to launch its franchising business because of its 28-year heritage and brand equity. As of 30 September, 2013, it manages and licenses more than 20 Country Comfort hotels in Australia and New Zealand, accounting for about 1,000 keys.

The new-look Country Comfort facade

The new product offering includes a high-quality bed with 1,200-thread count sheets and a hot breakfast. With a hassle-free check-in and check-out, as well as productive working spaces, SilverNeedle Hospitality believes that the new brand offering will ultimately cost its Country Comfort franchise owners less to manage. Apart from offering competitive room rates, Country Comfort’s Fair Value Promise includes free WiFi and free local calls.