EasyHotel to ditch orange in favour of ‘soft’ shades

easy%20hotelEasyHotel, the budget hotel brand, is overhauling its portfolio with a view to phasing out easyGroup’s iconic orange livery and bringing in a “soft colour scheme”. It will launch an advertising campaign to support the changes.

The chain will roll out a new bedroom “concept” across its nine hotels from January. The rooms will also have wood-effect furniture and an “enhanced luggage holder”. It is hoped the changes will introduce a more “elegant” look to the rooms and differentiate them from easyCruise cabins.

Calum Russell, the chain’s commercial director, says the new concept will evolve the product and reinforce its value proposition as a “super-budget” brand.

EasyHotel currently has four hotels in London plus city hotels in Luton, Basel, Zurich and Budapest. It is opening its fifth hotel in London at Heathrow next month and hopes to expand to 25 hotels by 2010, including a property in Dubai.

Russell believes there is potential in Dubai despite its positioning as a luxury destination. He says: “As the credit crunch bites, there is tremendous opportunity for budget brands in premium destinations such as Dubai.”

To support the new look and expansion, easyHotel will launch a number of below-the-line campaigns, including social media, email marketing and digital advertising along with customer relationship management. In June, it revamped its website by introducing a three-step booking process, ahead of its expansion plans.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here