The company, which celebrates its 70th anniversary this year, is introducing a green logo with a “softer countryside feel” and a leaf icon with the line “A better place to stay”. This replaces the seaside blue logo with seagull.
Marketing director Anthony Reilly told Marketing Week the new logo and strapline are a statement of intent for Hoseasons.
He added that the “staycation” trend that appeared in the economic downturn had opened up the market for self-catering in the UK and had led to increased expectations from consumers. Hoseasons has been refining its product, including expanding its lodge offering, to meet these expectations but consumer perception still needed to be addressed and the identity refresh is part of the strategy.
He says: “Over the past 10 years the style of holiday we sell has significantly changed. I think we have got a portfolio of products that matches the quality of expectation. We want to credibly fit into the ‘shopping basket’ along Marks & Spencer and Next.
“We have a brand that people are proud to be an advocate of and now we want to make it accessible to the aspirational mid-market.”
The new identity will appear on collateral and in yet-to-be revealed marketing activity in January. Hoseasons has run television campaigns for the last three years but Reilly could not confirm yet if this would be a key channel.
Hoseasons is owned by Wyndham Vacation Rentals and offers self-catering holidays under a variety of brand, including Autograph and Evermore.