One of Dominica’s oldest hotels, the Fort Young Hotel, in its quest to keep ahead of a rapidly changing environment has decided to re-brand itself.
“We have had our old brand for a number of years, 26 years for a matter of fact, and we felt this time was the right time to give us a face lift,” said newly appointed General Manager, Mavlyn Alexander James, during the formal launch of the new brand on Wednesday.
James disclosed that the process of rebranding began approximately one year ago.
“I know that you are all thinking, why rebrand a hotel that has been there for a number of years with a brand name that is so well known, locally and internationally,” she stated. “However it was a well-thought of process. We really analysed before taking on the decision and then we identified a number of actions that we needed to take in order for us to remain the leading hotel in Dominica and in the Caribbean.”
The need to differentiate and stand out from the crowd, remain competitive, update and give the hotel’s image a facelift are among the reasons cited by James for the rebranding.
“We also wanted to better connect with our clients and customers… as you know the Fort Young is well known for its corporate clients,” she stated.
Director of Tourism Colin Piper, who also delivered a short address during the launch, noted that the hotel, in its changing process, is elevating and contributing to the country’s tourism product.
“We have appreciated the opportunity to market the destination of Dominica along with a property such as yours, and as we know when visitors come to the island, typically, they have a home away from home, and Fort Young have been that to a number of our visitors,” he said. “And certainly it has helped to propel the destination and continue to keep it relevant.”
He also added that he looks forward to the hotel’s continued commitment to continue to promote and market Dominica.
Changes to be expected from the new brand include:
-New look to the website
-A tagline: “The Key to Dominica”
-New colors to staff attire (teal, black and yellow)
-The Waterfront Restaurant is now the Palisades Restaurant on the Waterfront
-The gym is now caled The Compass
-The spa is now The Zemis Spa
-The Conference Room is now The Vault
-The Oceanfront Bar is now Warner’s Bar
-The creation of the Cannon Ball Club exclusively for children
The new names come from Fort Young’s ‘rich history and heritage,’ hotel officials said.