British Steel casts a new identity

You are unlikely to go into a hotel looking for a room for the night and mistakenly come out instead with a few ingots of steel. So the Regus Hotel Group has taken the news that British Steel is rebranding itself under the name of its own Corus hotel chain with a pinch of salt.

The steel giant has come up with the new branding following its merger with Dutch company Hoogovens. But Regus isn’t worried. It points out British Steel and itself trade in very different markets. Indeed, Regus says it is “flattered” that its name is being used, although in the circumstances shouldn’t that be “flattened”?

Nevertheless, Regus knows an opportunity when it sees one. It is seeking to become the “hotel of choice” for British Steel/Hoogovens customers.


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