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City Inn Now Mint Hotel Interview

mint-hotel-logo

Following a recent stay at the newly re branded ‘Mint Hotel’ in Birmingham we investigated why the name change from The well recognised City Inn.

General manager Stephen Cresswell updated us “City Inn has re branded as Mint Hotel in advance of opening two new hotels in prime locations in London and Amsterdam nearly doubling the number of rooms.”

“We were re-branded literally overnight two weeks ago – guests booked in as the City Inn, and paid their bills under the new identity Mint Hotel – it was a very slick and well organised operation.” Added a passionate Stephen.

Since it opened the City Inn, err, Mint Hotel, has been a favourite venue for many visitors to the city from Business travellers, event goers and leisure seekers alike – with its stylish contemporary decor, high standards of rooms, each offering  free Wifi and great places to dine and relax as standard, along with an uncompromising approach to quality and service. Meetings and events at new Mint Hotel happen in the prime naturally lit areas of the buildings giving enjoyable as well as practical and productive flexible spaces for all business needs. Every space is a place where you can work or relax connected to anywhere in the world.

Why the change? We asked Steve “The Founders of City Inn recognised that there was a misperception of the brand in the marketplace – that did not match the exceptional customer approval of City Inn. Backed by professional research it was clear that the name did not do justice to the overall experience of the brand, which has built its reputation on offering outstanding quality, innovation, exemplary customer service and good value for money.” adding “We have worked very closely with our regulars, and corporate clients and agents, informing them straight away, and we have written personally to all previous guests, updating them of the news – the feedback so far has been very positive”.
Has this not been a waste of resources? Not at all. The operation was very slick and efficient – all of the old branded paper has either been recycled or sent out to Africa along with all our branded pens, pencils and even mugs – all to be replaced by new ones – we have been very careful not to create any waste, and the overall project is a real investment in our future in Birmingham and the rest of the UK and Europe”

City Inn’s Trip Advisor’s rankings are amongst the highest of any brand collectively. The research conducted by BDRC confirmed customers’ experiences of the 4-star hotels as being ‘stylish, modern, contemporary, good value and upmarket’, contrasting with the more general market perceptions of the brand name which did not convey the quality of the offer to those who had not experienced it.

City Cafe in the new Mint Hotel (Previously City Inn)

City Cafe in the new Mint Hotel (Previously City Inn)

Sandy Orr, Executive Chairman and Co-founder Mint Hotel commented: “Our business was created from scratch, it was designed to be a forward-looking, innovative City Centre hotel brand. Now, with the opening of two new world-class hotels in the most exceptional locations in the City of London and Amsterdam we recognised it was time to give our company the branding it deserved.”

David Orr, Chief Executive and Co-founder added: “We are delighted to rebrand as Mint Hotel in Bristol, Glasgow, Birmingham, London
(Westminster), Manchester and Leeds at the same time as unveiling our exceptional new properties at the Tower of London before Christmas and in Amsterdam in the Spring.

“Mint Hotel gives us an instantly memorable identity to embrace the quality and modernity of what we do and reflects the brand’s sector-leading qualities paving the way for the growth of our business. Mint Hotel reflects our commitment to exceptional modern buildings, service culture and ethos. We believe it will resonate well with our current guests, reflecting our true position as a class leading, innovative and stylish City Centre hotel brand. The hotel business has a full part to play in the economic and social fabric of our cities and we are delighted to be at the forefront of this with our new hotels and new brand.”

The much respected ‘City Cafe’ bar and restaurant will, for now, remain with the same name, with a face lift in the stylish bar area already taken place, offering prime cocktails, and a good selection of wines – the Rosette restaurant, also celebrating a new head chef, will also continue to feed their hungry guests, and those visiting the restaurant pre-theatre. For more information www.minthotel.com

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