The Sheraton hotel one of the best hotels on Pakistan which created its brand name in the country has been acquired by the swiss chain of hotels Mövenpick Hotels & Resorts. The hotel is being renamed and the staff at sales is sending messages to the companies for promotion of Swiss-based hotel management company Mövenpick Hotels & Resorts, without mentioning the word “Sheraton”.
Karachi which already has a deficiency of foreign brand hotels will certainly mis the Sheraton brand while Mövenpick will not have too hard a time to market itself as the brand is well known for its hotels in the holy cities of Makkah & Madina by hajj & Umrah travelers of Pakistan.
Mövenpick in a press release says it presently operates 80 hotels, resorts and Nile cruisers in 25 countries across Europe, Africa, the Middle East and Asia.
“From major celebrations to international events, this hotel has always played an important role in Karachi society and enjoys a special place in the hearts of many Pakistani people,” said Jean Gabriel Pérès, president and chief executive officer for Mövenpick Hotels & Resorts. “We are looking forward to building on this wonderful legacy with our international experience and unique Swiss sense of hospitality.”
Sikander Mahmood, chief executive officer of Arabian Sea Enterprises Limited, the hotel’s owning company, said: “We are very excited about our new association with Mövenpick.”
As a marketing expert I believe Sheraton still had its PLC alive in the market so there was probably no need of the change of the name as the new name is more of a popular brand in middle East and Sheraton enjoyed a different class in the city.