New World Hotels has launched a fresh corporate identity as New World Hospitality, with a logo that displays an elegant feel, both classic and modern in its simple interpretation.

This is the first in a series of repositioning initiatives, including revitalisation of the group's namesake New World Hotels brand and ambitious expansion plans.

The emblem also represents the company's new approach to delivering service based on "relationship hospitality" -- nurturing long-lasting relationships with guests, associates, owners and the community with service that is perceptive, engaging and inspiring.

These qualities will run through all New World Hospitality's growing portfolio of brands, including New World Hotels and pentahotels, with the goal of being recognised as a distinctive hospitality icon, within the region and internationally.

So you can update your contact records, please note that a new corporate website has been created -- www.newworldhospitality.com -- and email addresses have also changed to reflect the new name.

The Chinese name (新世界é…'店集團) and mailing address remains the same.