Fort Young Hotel rebrands

The process of rebranding the hotel began a year ago
The process of rebranding the hotel began a year ago

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.


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  1. John
    March 4, 2014

    This a Quiz, which Dominica company built the FT Young Hotel? Answer without doing a Google search.

  2. Sippy
    March 1, 2014

    Same product, different package!
    Same difference!

  3. Vex
    March 1, 2014

    Sheraton, Westin, Hilton, or The Marriott that should come there or somewhere else.

  4. jane messam
    February 28, 2014

    Good customer service is very important and the staff need constant teachinghe (some of them are lacking in that department). I congrats you Fort Young but you need to do some travelling to see that your hotel is far from the best in the Caribbean. Go to Sandels, Rui in Jamaica, the list goes on and on. Please keep up and make Dominica the travellers place to stay. Good luck.

  5. February 28, 2014

    Great!!! Now Fort Young lets follow this up with improved…. improved…. improved….. customer service !!!

  6. Anonymous
    February 28, 2014

    Cuddos to FYH for having a strong minded person on board with them. This lady in the photo is an all rounder, She has taught me at the State College, been a colleaggue of mine at DDA i loved her as a boss then more-over than the one that is presently mine and i would have no doubt in she being a first class employee and know’s exactly what she is preaching.
    All the best my dear in your endeavours and let God be your shining amour.

  7. derp
    February 28, 2014

    Fort Young customer service, practically is non existent now… I’m not sure if it’s cause I am black, or do they treat their own people differently…

    • John
      March 4, 2014

      Customer service was great at the FT Young Hotel in the 1960’s when the hotel was built. It was one of the main hang outs in Roseau and a tourist attraction. But that was when Dominica was still a British colony, total independence was a mistake.

  8. Graham Chambers
    February 28, 2014

    Why do some non thinkers insist in comparing this hotel with Sandals? The only thing they have in common is they are both hotels, Fort Young targets the busniess person the other one usually on the beach targets couples…there are different kinds of knives in a kithchen…think…

    February 28, 2014

    REBAND I hope that means better and friendly customer service at the front desk, especially to returning and local dominicans

  10. I know
    February 28, 2014

    Congratulations to Fort Young. Ignore those fools…

  11. There you have it.
    February 27, 2014

    Rebranding involves changing the corporate image of Fort Young. Apart from renaming certain facilities within the hotel, how has the image changed?

  12. tourist
    February 27, 2014

    People must understand Dominica is a small country with limited potential to compete with the Big names Hotel that have billions at their disposal,so do not expect the kind of rebranding associates with the big Hotels.What they have to focus on is the customer service,that is where the return guest are bought.Good Customer services,from a doorman’s perspective.Anyway good luck.

  13. J. F.....
    February 27, 2014

    I have had the unfortunate pleasure of staying in this leading hotel. To say that it is the leading hotel in the Caribbean, I can only think that the lady is not a traveller. Obviously has never heard of Sandles, Coco Bay, etc, etc and the list goes on. This is just old sweets in a new wrapper. The rooms are badly in need of refurbishment, the staff need to learn about customer service, and the kitchen staff need to get their act together. To wait over an hour for a starter is unacceptable.

    • Cyrique
      February 28, 2014

      Well excuse me!!! You must be a representative from one of the competive hotels in Dominica. I have travelled all over the world and met many world leaders many of whom stayed at the Fort Young Hotel!! I’ve known that hotel since I was a child this is a first class hotel (check Trip Advisor). I have very fine taste and whilst I welcome the re branding I know that the Fort Uoung Hotel is a fabulous hotel and my favourite hotel in Dominica. The staff are so courteous and go the extra mile, the themed lunches & dinners are to live for. Rock on Fort Young. Well done!!

      • J. F...
        March 3, 2014

        Ha, ha, ha. Best laugh I’ve had all day. Thank you. To be a representative of a rival hotel, I WISH. After spending most of my working life in the PR & CS trade any rival hotel I had would certainly give FY a run for it’s money. I can only assume by your aggressive response that you have an affiliation with FY. Reading your response and the aggressive manor in which it is written, you would certainly be one I would not employ with that poor attitude. I can also only assume that you need to be world leader to get some sort of decent service there. And I dread to think what your fine taste is if you feel that this is top class hotel. Again I can only assume that although you are saying you have travelled the world (not extensively I assume ) you must have stayed in some pretty poor places or your telling fibs. Moving on now to another subject.

    • Graham Chambers
      February 28, 2014

      Where is Sandles?

      • J. F...
        March 1, 2014

        Well not on this island that’s for sure.

  14. Roger Burnett
    February 27, 2014

    Re-branding is not the answer. Service and quality are what counts. Changing names will not make a difference. Cable & Wireless took one of the most recognized and respected brand names in the region and changed it changed to Lime. Has it helped? Not one bit.

    • Anonymous
      February 28, 2014

      I couldn’t have said it better myself. As a former employee, it hurts to see the level of service that is now being given. Your reception desk for start is too dark and therefore not welcoming….

      Wake up Ft. Young!

  15. Nature Spice
    February 27, 2014

    Congratulations are in order Mavlyn. When one door is closed many more are open. You have worked very hard and now the reward.

    This is what education does to someone; it opens doors and make you independent. The sky is the limit.

    Congrats once more.

  16. Frank Talker
    February 27, 2014

    I was expecting to read about FYH joining the Sandals or Hilton brand! I guest this will be announced in time. My beef with FYH is the growing dissatisfaction of staffs. This seem to be a never-ending challenge for management. The turnover is above what is should be for a leading hotel where retention of core skills is critical. And to give a clearer idea of the point I am making, the turnover and dissatisfaction is not confined to rank and file staffs; it is equally evident in management. The IT manager is new; the HR manager is new; the facilities manager is new; the bar manager is new; the chef is not long on the job; even the current GM is relatively new to the position. So here’s some free advise, FYH: your rebranding efforts will come to naught if something is not done about staffs morale, motivation and their capacity to adjust to all those changes being made at the hotel. The HR profile is low and out-dated. Almost no one sees their tenure at the hotel as a career. Do something, Mr. Nassief! Get a better HR Consultant!

    • Spanish Inquisition
      March 1, 2014

      I tip my hat at you. You hit the nail on the head. As a former employee , I can attest to your statement.

  17. February 27, 2014

    When a company rebrand to remain competitive the notion is to advocate for a total rebrand which involves change in internal processes which involves operations, human resource, front desk activities etc. Doing a facial uplift of the building and re-naming sections of the hotel only do not differentiate and position the hotel to compete in its industry. It is the delivery of ever improving value to customer through efficiency, speed and quality incorporated in the business every day activities which helps to develop the ultimate goal for rebranding. Thus if fort young is the same old place dressed up in new wrapping and ribbons its objective of changing its perception in the tourism industry is likely to fail.

  18. sandra
    February 27, 2014

    Keep up the good work Fort Young. The new branding is fantastic and goes well with what the Fort Young represents. My favourite place to be.

  19. Itnow
    February 27, 2014

    To the commentators : anti-depressants are available.

  20. Vistor
    February 27, 2014

    i stay at your hotel in October and i find the room was clean but the toilet and shower so needed cleaning the toilet was like it was never clean with black water stain so in re branding you need to do a lot. cleaner room for the visitors. still have photo too. had to clean it myself.

  21. HMMM
    February 27, 2014

    The re-branding is Ok but they need to upgrade the entire look of the hotel. Modernize the place and make it more attractive and appealing.

    I see so many real attractive hotels around the Caribbean we must try to improve.

    Sandals we need wi…

  22. dominican
    February 27, 2014

    Before rebranding you need to upgrade the rooms I saw mould in one of the bathrooms, we need to keep up to standard in accordance with the rest of the world. But go for it rebrand but keep your good name

  23. aye
    February 27, 2014

    Slow news day… Colin piper actually attended this ceremony for such petty change! I expected to hear the hotel is now a Marion or Hiltons or sheraton. Strupesssss

    • huh.
      February 27, 2014

      They changed their whole visual identity. That is pretty big.

  24. Just Blaze
    February 27, 2014

    “to remain the leading hotel in Dominica and in the Caribbean.”???????? Dominica yes. Caribbean????? you must be mad.

  25. Skilled National
    February 27, 2014

    What is the new name of the hotel? Your story does not say. It just speaks of a rebranding.

  26. warma
    February 27, 2014

    I must be missing something. Rebranding almost always entails a new label, new/modified name – I searched throughout this article, twice, and I’m yet to see the rebranded name. Anyone care to enlighten?

    • Shim
      February 27, 2014

      Wrong! Rebranding does NOT always mean adjusting or changing the name.

      • femmedominique
        February 27, 2014

        @Shim, I regrettfully disagree with you. When decor change, room change and even uniform changes are involved it certainly involves a Name.

    • Anonymous
      February 27, 2014

      Not necessarily. It’s about the image you want to create in your clients’ mind. Rebranding can be a tricky business but it is necessary. Many brands, “re brand” from time to, you may recall AA rebranded last year or years before; Coco Cola, Microsoft and even Toyota rebanded within the last few years. I hope the clients love the new image of the FYH

      • Sandra
        February 28, 2014

        Excellent Job Fort Young.

        I had the most amazing experience at the Fort Young Hotel, staff was polite , everything was perfect and yes I am a Dominican

        For those of you who have had bad experiences or claimed that you had any…. Have you even been to the Hotel ?

        Kudoos to the Fort Young Hotel

    • Jon Carson
      February 27, 2014

      That is also my sentiments. I’ve read and re-read the article and I am yet to get the gist of the story as it relates to the rebranding. However, I must admit that the General Manager caught my attention and I think that I have a crush on her. I will have to look for her on my next trip to Dominica and stay at Fort Young.

    • J
      February 27, 2014

      Re-branding a business is essentially striving to update or change the way that they are perceived by the public on both a visual and operational level. Changing the name could prove to be positive if the business is suffers from a negative brand image. In any other case it may be counterproductive especially in the cases like that of Fort Young where they have already established name recognition.

      Whatever visual imagery comes to mind when you think of or hear “Fort Young Hotel” is part of their visual brand identity. This is why they are updating their website, uniforms and even renaming rooms and suites. However, part of this rebranding should also include elements like customer care and possible updates in their operational structure.

      Where did I get this crap from? :lol: I am a Visual Brand Identity designer based in NY from DA.

      Disclaimer: Fort Young is not a client.

    • anon
      February 27, 2014

      @warma I get your point …”Rebranding is a marketing strategy in which a new name, term, symbol, design, or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, and competitors”… it appears that the company is just rebranding internal institutions, bars, conference rooms etc. to me this is of little or no importance.

    • ?
      February 27, 2014

      They rebranded their visual identity including a New logo. With a new logo comes new supporting artwork.. such as brochures and website etc.

  27. TF
    February 27, 2014

    Lets hope they upgrade the rooms, especially on the sea front. These are the newest ones and are in need of re-decorating and repair.

    February 27, 2014


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