Business Description

Icelandic hotel chain, Center Hotels, launches a bold group-wide re-brand to reinforce their position as the most loved hotel group in Iceland and beyond. With the entrance of various international chains intensifying the increasingly competitive Icelandic market, Center Hotels decided it was time to enhance and futureproof their brand. Being a family business, one of the key goals was for the new brand to better capture the family values and human side of the company. Other key objectives included further increasing their market share, predominantly by differentiating themselves from other hotel brands in Reykjavik, and enriching the overall guest experience.

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