Premier Hotels & Resorts International Announces Expansion Plans

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Premier Hotels and Resorts International announced plans for further expansion in South Africa at its Gala Dinner on Saturday, at East London International Convention Centre celebrating 25 years. Samuel Nassimov, MD of Premier Hotels and Resorts, said there are plans to add another three Premier properties within the next five years.

A site has already been acquired for the Umhlanga property and construction is expected to begin early 2017.

“We would also like to have six or seven Express Inns throughout secondary cities, like Bloemfontein, Upington or Polokwane,” said Nassimov.

Nassimov also mentioned that there are plans to expand within regional Africa in the future. However, he added: “We don’t want to go into Africa until we’ve got a footprint around South Africa”.

Details of Premier’s repositioning were also revealed at the gala dinner.

“We would like to sub-brand to get the fair share of the market because right now we offer full service, three of four star hotels,” said Nassimov.  

Guy Parton, from marketing and advertising agency Hippocampus, was responsible for unveiling the re-branding of Premier Hotels and Resorts.

A 3D effect has been added to the Premier logo and the colouring has been tweaked.  Each of the sub-brands, Splendid Inn, Express Inn, Premier Resort and East London International Convention Centre, were rebranded with a different colour to represent the different market segmentation.

Premier’s Pinetown, Port Edward and King David hotels will all be rebranded under the Splendid Inn brand.

This article was written by KIM EMMANUEL

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Born in Zimbabwe and living in South Africa, Miriro is a seasoned publishing editor and writer, having worked with leading brands in investment, business leadership and entrepreneurship. Passionate about Africa’s development, Miriro is also a dynamic marketing consultant with 10 years experience working with startups and large multinational corporations. With a heart for travel, Miriro spends her time discovering the nooks of crannies of Africa’s hidden gems, taking the roads less travelled, meeting the beautiful people and enjoying their food and culture. She enjoys tackling complex strategic challenges in the passion-to-entrepreneurship pipeline, particularly focused on the implications of 4th Industrial Revolution and workforce automation on Africa's travel and tourism industry. Miriro is currently the Managing Editor of Nomad Africa magazine.

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