Meritus makes-over for global success

Luxury Asian brand, Meritus Hotels and Resorts, boasting some of the best located properties in Asia-Pacific is moving into full-gear to carve greater market share in the region.



Meritus is rolling out a new identity in conjunction with its recent renovations and new project developments.



The new look and feel is part of an aggressive expansion plan to grow its signature promise of Asian grace, warmth and care.



One of the key figure heads behind the new drive and initiator of the evolved branding,is Le Meridien’s former vice president of marketing, Frank Foster, now senior vice presidentof marketing and sales at Meritus, who said, “We’re looking to take our 5-star status to a more prominent position, aided by the new branding, which will help us to achieve greater market share particularly from the lucrative high end business and leisure traveller segments”



Meritus Hotels & Resorts aims to capitalise on its Asian heritage and 5-star status to better compete against international hotel companies, ultimately emerging the leading Asian hospitality brand over the next few years.



Foster added, “It’s exciting times, we’ve reached a new milestone, we have 30 years of experience and Asia is our home that makes us unique, we potentially are the epitome of Asian hospitality, which is a very strong and competitive stand point.”



Their timing has been impeccable, Foster’s team, an amalgamation of existing and new talent, have managed to co-inside the evolution of the brand with recent renovations at its key hotels.



The company has rolled out its refreshed branding with a mixture of key marketing and communications that have not only been supported by a dynamic website, but also an upgraded distribution and reservation network worldwide.



Extensive PR and media campaigns are being rolled out globally by Meritus. “What’s remarkable is that we managed to turn it around within three months and have already seen great returns on our investments,” said Foster.



Meritus’s distribution strategy has also seen growth of up to 700 percent since the change with website leads exceeding S$4.7 million (US$3 million) in 38 days.



The company has also embarked on revamping its key programs and products such as “Weekends at Meritus and Best Bates at Meritus”. Also in the pipeline are “Meetings at Meritus, Business at Meritus and a robust loyalty program – Meritus Rewards”.



Foster continues, ”There are a lot of exciting initiatives to come, however the key for us is to remain true to our values, continue to serve our customers with the care and diligence they have come to expect from us and bring more benefits and rewards to those that value us.”



The Group has recently appointed Hidey Yanaka as their new vice president of sales who will be spearheading their global and regional sales strategies. Yanaka was formerly with Le Meridien as VP Sales – Asia-Pacific.



Foster added “I am excited to be working with Hidey again who adds considerable expertise to the team and will ensure our global sales objectives will be achieved” With current properties in Singapore, Malaysia, China and Thailand and new properties opening in 2006 earmarked for Guangzhou, Beijing, Bangkok and Bali, Meritus is looking to strong growth supported by the new branding.