InterContinental Hotels Group (IHG) has announced a signing for its Regent Hotels & Resorts brand in Kuala Lumpur, Malaysia, alongside its relaunch of the brand that set the standard for luxury hotels.

IHG announced the acquisition of a majority stake in Regent Hotels & Resorts in March, bringing the much-loved brand into the top end of its portfolio, and increasing IHG’s presence in a fast-growing luxury segment worth $60 billion. 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 traveller.

Regent’s new positioning has been created to deliver on a bold ambition – to become world-renowned for new luxury and celebrated for bold new ideas. The relaunched brand comes complete with new brand hallmarks and design philosophy, a specially created service style, and a striking visual identity.

Keith Barr, chief executive officer, IHG, commented: “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."

"We are already one of the world leaders in luxury with our InterContinental Hotels & Resorts brand, and alongside Regent and Kimpton, we have significant potential to expand our global footprint in the fast-growing luxury segment,” he said.

Steven Pan, executive chairman, Formosa International Hotels Corporation, said: “IHG shares our vision for the Regent brand. It’s been four months since IHG acquired a majority share in Regent Hotels & Resorts and we have already seen what can be achieved in a joint venture with one of the largest and most respected hotel companies. It’s an exciting time for the brand as we propel Regent back to worldwide reach and evolve the brand to appeal to the luxury traveller of today and tomorrow.”

Each Regent hotel will alleviate the demands and pressure of daily life to remove tension and create a stay that is effortlessly bespoke. To achieve this sublime haven, there are three promises at the heart of everything the Regent brand delivers:

• 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

With the evolution of Regent’s brand positioning, IHG’s intention is to grow the Regent portfolio from six hotels today to more than 40 hotels in global gateway cities and iconic resort locations.

The signing announced is with Multibay Development Sdn. Bhd for Regent Kuala Lumpur.

Regent Kuala Lumpur will be situated next to Tun Razak Exchange project which is set 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. A 45-minute drive from Kuala Lumpur International Airport, Regent Kuala Lumpur will be the luxury address in Malaysia’s capital.

In addition, 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. - TradeArabia News Service