MADRID, Spain -- NH Hotels here said it plans to reflag all of its
recently acquired properties under the NH Hotels moniker in an
effort to create brand awareness in the U.S., particularly among
business travelers.
The $7 million, systemwide consolidation is scheduled for
completion by the end of the year and will include Mexico's
Krystal, Netherlands' Krasnapolsky and Germany's Astron hotels.
To get the word out, NH Hotels will launch a $2 million
advertising initiative in the U.S. targeting business travelers,
who accounted for a threefold increase in business at the company's
hotels during the first quarter of this year.