New Zealand’s largest serviced apartment operator is rebranding to meet the needs of a new generation of business travellers.
The $10 million rebrand of Quest Serviced Apartments to Quest Apartment Hotels is happening across the Quest network of 157 properties in Australia, New Zealand and Fiji. It is expected to be completed early next year.
Details of the rebrand were unveiled at the company’s New Zealand and Fiji franchisee conference last week. It includes, but not limited to, a new modernised logo, updated building signage and stylish contemporary uniforms.
Quest Apartment Hotels New Zealand CEO, Stephen Mansfield, says the rebrand will reflect the needs and preferences of the millennial business traveller. “Over the past 15 years Quest has been in New Zealand, we have been constantly developing and evolving our product offering and site options for our guests,” he says.
“Our average length of guest stay is under two days, so our guests already use and see us as a hotel alternative, not exclusively as an extended stay option. We have delivered a sophisticated serviced apartment product, which we will continue to evolve and strengthen.”
Mr Mansfield says it is vital Quest future-proofs the company by meeting the needs of tomorrow’s traveller. “This is one of the key motivators of the rebrand to Quest Apartment Hotels,” he says. “We have just recently completed our regional growth programme and are now focusing back on the key centres of Auckland, Wellington and Christchurch. This will allow us to also move to a larger module, up to 65 apartments as opposed to the smaller 40 apartments in the regional areas.
“New smart televisions and internet-based entertainment systems are standard in new Quest properties, and we have upgraded and refurbished some of our older lobbies into a more contemporary look,” he says.
Mr Mansfield says newly opened properties, such as Quest Highbrook, Quest Rotorua and Quest Nelson, reflect the company’s new evolved standards, while three properties that fell irretrievably below Quest’s standards have been recently de-branded.
“Despite our significant growth, we remain firmly committed to our core focus of meeting the needs of the extended stay business traveller by positioning ourselves in relevant new locations where there is a strong need for our unique type of apartment hotel accommodation,” he says.
