The new look and feel is part of an aggressive growth plan and its recent renovations, and new project developments are planned to re-position the Meritus brand into the 5-Star arena.

The high end business and leisure traveler has proved to be a lucrative market for 5-star luxury hotels. Meritus Hotels and Resorts is aiming to capitalize on its Asian heritage and to aggressively compete against international brands.

Rolling out the new identity began recently with the launch of the new corporate website meritus-hotels.com as well as other consumer and B2B touch points. A series of strategic marketing and sales initiatives will further support and raise the brand awareness of its properties, products, services and its key values, Asian grace, warmth and care.

The company's Senior Vice President of Marketing and Sales, Frank Foster said, "It's exciting times. We have reached a new milestone, have 30 years of experience and Asia is our home. The renovations are well under way, with new exciting projects in the making."  He added, "We will continue to remain true to our core values of delivering Asian grace, warmth and care – every time you dine, meet or stay at any Meritus Hotel or Resort. Serving every customer with the care and diligence they have come to expect from us." 

Meritus Hotels & Resorts have been dedicated to delivering excellent service to its clients. With current properties in Singapore, Malaysia, China and Thailand and new properties opening in 2006, the group will continue to grow in strength, supported by the new branding, to present a strong, consistent corporate identity.