NEW YORK CITY — The CARINO Collection, a sales company dedicated to independent luxury hotels, announced a new company name, repositioning and a new brand identity and image. The CARINO Collection will be known as CARINO Hotels & Resorts Worldwide. This new name more accurately reflects the global nature of the company and its plans to grow and expand its brand. In addition to a name change, the company will have a new logo that provides a more accurate visual representation of its image. CARINO Hotels & Resorts Worldwide will also be re-branding the organization with a new look and feel to all of its marketing and advertising materials, including the website, directory and all collateral materials. The new brand will be more in line with the upscale portfolio the company currently maintains.
“Due to the new business direction and internal growth at CARINO Hotels & Resorts Worldwide, we felt we needed a new “footprint” that more accurately defines not only our portfolio of hotels, but more importantly, the visual tone and functionality of our core business objectives,” said Edward Socorro, Vice President, Advertising & Marketing for CARINO.
The new name and brand identity are part of a number of momentous changes the company is making in 2009, including the addition of a GDS code for the company’s member hotels and the addition of a number of new senior staff to the company. CARINO Hotels & Resorts Worldwide experienced a year of strong growth in 2008 and will continue to build on that momentum with these programs in an effort to focus on the company’s core business, continue to provide value and increase revenues to member hotels, and increase the organization’s collective presence in the global marketplace. Since its inception in 2002, CARINO Hotels & Resorts Worldwide has maintained 95% of its members and expects in 2009 to retain that growth and expand its membership 20% with the addition of hotels worldwide.