One of South Africa’s most popular homegrown hospitality brands, City Lodge Hotel Group (CLHG), has begun rolling out its rebranding strategy.
CLHG will now be recognised as City Lodge Hotels (CLH). It has developed a new look and feel to complement the upgrade and begun refurbishing some properties, including City Lodge Hotel V&A Waterfront.
“The group and hotel positioning and brand messaging are being refreshed, tapping into the slogan: ‘Life is hard. Check into easy’. The aim is to stand out from the crowd and strengthen top-of-mind awareness, positioning ourselves for a new generation of business and leisure travellers,” commented Andrew Widegger, CEO of the group, in its annual results announcement last month.
The group’s annual financial statement revealed that revenues had grown by 55% year-on-year from R1,1 billion in 2022 to R1,7 billion, with profits at R164 million – up 100% for the same period. It expects this growth to continue alongside “several significant developments aimed at boosting the bottom line by enhancing the guest experience”, according to Widegger.
“As a consequence of our now robust financial position, our refurbishment programmes have recommenced to ensure our products are always in tip top condition.”
