New name behind Humber's top hotel and golf resort

By Scunthorpe Telegraph | Posted: 8 May 2018

The company behind the South Bank's top hotel, Forest Pines, has a new identity.

The UK's largest golf resort operator, which manages all nine QHotels venues, has revealed a new name and revamped brand identity.

RBH will be the new streamlining of Redefine BDL Hotels, the London-headquartered group with a portfolio of more than 70 establishments. A new-look brand to match has been revealed too.

However, the four-star QHotels brand, which includes renowned resorts Mottram Hall and Oulton Hall, retains its individual identity, within the RBH portfolio.

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The culmination of more than six months' work, the new brand has been put in place following rigorous brand research among clients, suppliers, property agents and employees.

Yvonne Brennan, director of corporate communications for RBH, said: "We asked lots of questions of ourselves and clients on how we were different from competitors and what our new brand should say about us. The result is a lively new brand identity, which shows the colourful personality of our people, matched with consistent results for owners which we've conveyed through the solid typeface."

Designed to reflect the RBH mission, vision and values, the colourful brand visuals reflect a sense of personality and flair, balanced with the solidity of the typeface. 

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Sub-brands have been created for use across departments, training programmes and resources for owners and employees, giving a sense of scale to the overall identity.

Helder Pereira, chief executive, added: "We have a clear vision to be Europe's leading hotel management company and a mission to truly transform hotels. Our new look now truly reflects our ambitions, and we look forward to becoming an even bigger personality in hospitality over the coming years."

As the largest golf resort operator in the UK, RBH manages nine championship and tournament golf courses across the UK, hosting events from the European Tour, European Seniors Tour, Ladies European Tour and the PGA.

Nestled in 190 acres of woodland, Forest Pines not only features 27 holes of championship golf, but top-class health facilities and a standalone conference centre with a capacity of 370. A total of 188 bedrooms are on site, a far cry from its starting point as Briggate Lodge, a 21-bed hotel that opened in 1988. 



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