Ambassador Group Sets New Aim With New CI
By Kim Tae-jong
Staff Reporter
The Ambassador Group Thursday unveiled its new corporate identity (CI) as part of its moves to expand its operations and upgrade customer services.
The group's president said it will be an important turning point after its 53 years in the hospitality business.
``As most Hotel business is done inside the building, it has spatial limitations by nature,'' Joo Myung-geon, president of the group, said. ``To go beyond the limits, it should do its utmost to keep growing in every aspect of businesses. Otherwise, it cannot survive.''
Under the new CI, a visual identity of corporate brand, the group plans to expand the business ― opening more local chains and creating new groups of customers, Joo said.
The new CI features an the image of a horse's hoof bringing sunrise and luck, which reflects the group's commitment and vision to stay atop in the industry, the group said during the CI declaration ceremony at Sofitel Ambassador Seoul.
The group now runs six chain hotels ― Sofitel Ambassador Seoul, Novotel Ambassador Gangnam, Novotel Ambassador Doksan, Novotel Ambassador Busan, Ibis Ambassador Seoul and Ibis Ambassador Myeong-dong.
But the group's 53 years in business all began from a 19-room inn called ``Geumsujang'' in 1955. Its huge makeover toward international recognition was first made after the group partnered with the French giant hotel group Accor in 1989, which now jointly operate the six chain hotels.
Joo also attributed the group's success to the effort to seek a niche market.
``Most of the top hotels target high-class customers with their luxury images. But what we have pursued is to attract those from the middle class who want to use hotel services at reasonable prices,'' he said.
But decreasing the prices should never mean the reduction in quality in the services and products, he said. ``Guests can use our products and services with the prices discounted by 20 to 30 percent compared to other top hotels but they maintain the top quality.''
The Accor and Ambassador groups are now working on the expansion project to operate all classes of hotel from economy to luxury with the aim to run over 20 hotels by 2010.
They will soon launch one Ibis hotel in Suwon in March and one Novotel brand in Daegu in May in 2008.
``The expansion is not just an increase in the number of chain hotels but also means upgraded services. We will have a mileage system and other linkage services through all the chain hotels to offer more benefits to our guests,'' Joo said.
But most importantly, Joo emphasized the group now eyes the potential of international guests to Korea, especially from China and other southeast countries.
``It is obvious that there will be more exchanges between Asian countries and it will allow more foreign guests to come here. Now we will prepare for a new huge market,'' he said.