by Mia Taylor
Last updated: 12:50 AM ET, Fri October 19, 2018
Following the acquisition of a majority stake in Regent Hotels & Resorts in March, InterContinental Hotels Group has announced that it will relaunch the brand.
That relaunch will begin with the signing of IHG's first property under the brand, which will be located in Kuala Lumpur, Malaysia.
With its acquisition of Regent Hotels & Resorts, IHG has increased its presence in the fast-growing luxury segment.
"IHG has worked quickly to combine its expertise in luxury with Regent's deep heritage and revered legacy, and through consumer research and feedback from owners and industry experts, has evolved the brand to appeal to the modern luxury traveler," the company said in a statement today.
Regent's new positioning will focus on becoming world-renowned for new luxury and bold new ideas.
The relaunched Regent brand will include new brand hallmarks and design philosophy, as well as a specially created service style, and visual identity.
"I'm delighted that we're announcing the first signing for our Regent brand today. I'm confident that our impressive new positioning and brand identity will allow us to continue to take the brand to the world's best destinations and help position Regent as a real leader within luxury hospitality," Keith Barr, IHG CEO said in a statement.
Each Regent hotel will aim to "alleviate the demands and pressure of daily life and remove tension and create a stay that is effortlessly bespoke," the company said.
This effort will revolve around what IHG called three brand promises:
Majestically Intimate - experiences designed for the individual where they can discover crafted personal havens, and escape and indulge
On Their Terms - guests to stay on their terms using a combination of attentive service and frictionless technology to create a stay that feels effortless
Inspiring Discoveries - enabling guests to discover and experience the best of local culture, new tastes, delights and ideas
IHG said its goal is to grow the Regent portfolio from the current six hotels to more than 40 properties located in global gateway cities and iconic resort locations.
The Kuala Lumpur property will be developed with Multibay Development Sdn. Bhd for Regent Kuala Lumpur.
The hotel will be located next to the Tun Razak Exchange project, which is poised to become the next financial district of Kuala Lumpur and an extension to the city's golden triangle known for its commercial, shopping and entertainment options.
Plans are already underway to rebrand the iconic InterContinental Hong Kong, which is set to become a Regent hotel in 2021. The rebrand will see the hotel return to its roots, having first opened its doors as a Regent in 1980.
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