Skift Take

Staid roadside hotel brands are awakening to the existence of branding and the importance it holds in capturing the market of travelers most often on the road these days: young, business oriented, and design conscious travelers.

In an effort to attract business travelers and a younger demographic, executives at Country Inns & Suites are updating their brand and introducing a new modern room prototype.

During Country Inns & Suites 2013 brand conference in Miami, 777 attendees listened as Scott Meyer, senior VP of midscale hotel brands, and Thorsten Kirschke, president of the Americas for parent Carlson Rezidor Hotel Group, reviewed the brand’s outlook for 2013 and its position at the halfway point of the company’s Ambition 2015 strategy.

“Carlson and Country Inn & Suites are in a very good spot today,” Kirschke said.  “We have great potential ahead of us in the economy we’re in and the progress we all have made thanks to … never giving up.”

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Tags: branding, redesign

Photo credit: This will be the fourth major brand upgrade in 25 years. Country Inns & Suites

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