MADRID— Spain-based nH Hoteles SA has decided to rebrand the German hotel chain Astron, which it acquired in February, to provide nH Hoteles with one pan-European brand. According to a Dow Jones report, when nH Hoteles acquired Astron, it said it would study closely whether it would rebrand the chain, given the local strength of the Astron brand. Now, the company said the rebranding would lead to cost savings and “will mean a significant commercial advantage…it will allow nH Hoteles to optimize its sales resources and win more clients, by selling one single standardized product.” SOURCE: Dow Jones
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