Aston revealed its new logo.
ResortQuest Hawaii is resuming its former identity as Aston Hotels and Resorts.
At a Jan. 27 news conference, Aston president Kelvin Bloom announced the name change, which is part of a complete rebranding campaign for the Hawaii-based management company.
"This is a case of ‘back to the future,’ not only because of Aston’s existing recognition among travel agents and consumers but also because of its strong brand heritage," said Bloom.
With Hawaii roots dating back to 1948, the company operated as Aston Hotels and Resorts from 1986 until 2005. For the next three years it went by the name of ResortQuest Hawaii, part of a national unifying campaign on the part of owner Gaylord Entertainment. Interval Leisure Group bought the company in 2007.
With the rebranding campaign comes a new logo that imbues the Aston legacy with a contemporary look. Officials are developing product enhancements to enliven the company’s 26 properties and distinguish them from the competition.
Through March 31, Aston is giving travel agents a bonus of up to $100 for each materialized five-night booking at a single property. The company is keeping the same reservations number and has created a new Web site.