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At a Jan. 27 news conference, Aston president Kelvin Bloom announced the name change, which is part of a complete rebranding campaign.
“The Aston name has equity,” said Bloom. “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.”
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.
Totaling more than 4,500 rooms on four islands, Aston properties range from boutique accommodations and authentic plantation cottages to hotels and condominium resorts. Officials are developing product enhancements, including new amenities and activities, to enliven the company’s 26 properties and distinguish them from the competition.
One component of the rebranding will be a consumer marketing campaign on the U.S. mainland, including markets west of the Rockies. At the same time, the firm is increasing its sales presence in Asia with the recent opening of general sales offices in China and Korea, complementing a well-established presence in Japan.
To celebrate the name change, Aston is giving travel agents a double cash back bonus of up to $100 for each materialized five-night booking at a single property (valid on new bookings submitted from February 1 through March 31 for travel April 1 through June 30).
The company is keeping the same toll-free reservations number and has created a new web site.