TRENDING everyone , our name was still excluding so many community members . So , it was time for a change . We had planned to do it pre-pandemic but then postponed the plans until travel became more stable .
H : What is the estimated cost of rebranding ?
CM : We ’ ve spent around € 5 million ( US $ 5.03 million ) on the rebrand , which includes everything from hotel signage , to branded assets and digital assets .
H : What is your projected ROI ? CM : Our new name doesn ’ t change how we operate , what
OUR BIGGEST , CLEAREST AMBITION , HOWEVER , IS TO BUILD THESE SPACES WHERE PEOPLE CAN COME TOGETHER TO LEARN , GROW AND MAKE MEANINGFUL CONNECTIONS . WE WANT TO BE PART OF A SOCIETY , A COMMUNITY THAT DOES BETTER , LOOKS OUT FOR ITS MEMBERS AND WORKS TOGETHER FOR POSITIVE IMPACT .
– CHARLIE MACGREGOR
The Social Hub Barcelona rooftop pool . we do or what we charge – it was an opportunity to have a name that represented better what we were doing so well . Our amazing teams stay the same — we bring our soul , values and experiences with us to our next chapter . This is an amplification of what made us special as The Student Hotel , but with a more representative name .
H : What challenges do you expect to face which will need addressing as you pivot with the rebranding ? CM : We , of course , need to ensure that students know they are still very much at the heart
24 hotelsmag . com Jan / Feb 2023