Pan Pacific Announces “Brand Refresh”

Pan Pacific Hotels Group (PPHG) announced its global brand refresh on May 16 at ITB China, with “sincerity in service” as its hallmark.

The Group outlined plans to establish Pan Pacific Hotels Group as the preferred hotel chain in the region, for the next decade and beyond, through refreshed brand identities, bold marketing initiatives and a philosophy of sincerity and service excellence, pledging to go the extra mile for every guest across its properties in China and around the world. As part of the brand refresh, PPHG conducted in-depth surveys with guests, frequent travellers and partners, with the results revealing that trust was the differentiating factor for the Group, both for its Pan Pacific and PARKROYAL brands.
Cinn Tan, Chief Sales & Marketing Officer, Pan Pacific Hotels Group, said of the changing environment: “The hospitality industry has evolved through the years, with new customer segments, customer expectations and lifestyle habits. This is part of an industry wide trend towards greater emphasis on the overall well-being, enrichment and experience of travellers. Sincerity is a core value cherished in China and the world over. We do not take for granted the trust which our partners, customers and guests place in us.”
As part of the brand refresh, PPHG took a deep look into the data for true insights into customer perception and expectations. By combining content with technology, and design with analytics, the user experience is now at the centre of the website redesign, creating a new digital experience optimised across different platforms and devices. The result is an online experience which is more user-friendly and mobilefriendly, and most importantly, built with purpose. In addition to the website refresh, a Fliggy (formerly Alitrip) storefront is now online with all available Pan Pacific and PARKROYAL properties listed, as well as a WeChat mini-programme, now live, which provides travel guides and e-concierge services for Chinese users.


Photo: Cinn Tan – Chief Sales & Marketing Officer, Pan Pacific Hotels Group