Citybase Apartments Unveils Brand Refresh & New Parent Company

Citybase Apartments Unveils Brand Refresh & New Parent Company

Citybase Apartments Unveils Brand Refresh & New Parent Company

Serviced apartment specialist Citybase Apartments today revealed its fresh new look, upgraded website, new international locations and updated portfolio of high quality, family- and group- friendly apartments.

The formation of its new parent company – Habicus Group - was also announced, with all firms within the group undergoing a visual refresh and review of their strategic focus.

Citybase Apartments guests will enjoy a faster, more intuitive website, with enhanced user experience and more online availability. With hundreds of worldwide destinations to browse and book, or speak to an expert for inspiration and a personal set of recommendations.

The combined knowledge and buying power of Habicus will give guests a wide choice of apartments, live online availability, instant booking technology, the most competitive rates, and combined expertise of nearly 20 years’ experience in serviced apartments.

Marcus Angell, Habicus Managing Director said of the decision to rebrand:

“The investment in a revised strategy for Citybase and visual identity for all our brands reflects the growth in popularity of serviced apartments amongst travellers in both the corporate and leisure markets; more and more people are now looking for an alternative to a hotel for the flexibility they offer.

We see the market as having huge potential internationally and the growing popularity of apartments suggests to us that guests are expecting and seeking a more independent and authentic experience when they visit a location. Serviced apartments can offer this, making them a great way to get a feel for a neighbourhood on your own terms.”

Caroline Saunders, Habicus Group Head of Marketing looks back on the project undertaken by her team to update and position the brands for future growth:

“The launch of the new brands is a result of a 12 month rebrand project planned and executed by our in house marketing team, with design and consultancy support from design agency Fat Media.

Each of our brands is unique but share some common features that unite them. We have looked in great detail at our brands and developed the direction and strategy for each one to ensure they are not only distinct, but work in harmony as a family.”

Marcus Angell reflects on the challenges posed during the course of an acquisition:

“When several companies evolve as competitors and then come together in a strategic acquisition of this kind, it is always sensible to take an objective look at external perception, market positioning and visual identity to ensure that the brands are distinct and complementary.”

“These are exciting times for the brands within the Habicus Group. The reach, buying power and portfolio open to both our corporate and leisure clients is unrivalled in the marketplace and the technology and customer service, for which we are renowned, will ensure we maintain our position as the world’s leading serviced apartment agents and set the foundations for international expansion and future growth.”


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