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BridgeStreet's Re-branding Emphasizes Expanded Capabilities
Company positions itself as a hotel alternative with tiered product and unique customer experiences
Tuesday, November 30, 2010
HERNDON, VA – BridgeStreet®, the leading global provider of residences, serviced apartments and suites, unveiled its new brand initiative and visual identity at its recent conference. The brand conference was attended by the company's leaders as well as friends of BridgeStreet including, property owners, franchisees and suppliers. The re-branding establishes BridgeStreet's evolution from a corporate housing company to a player in the broader hospitality market, focused on providing fully furnished, tiered apartment options and outstanding service to travelers seeking a hotel alternative. BridgeStreet's residences, serviced apartments and suites offer more choice in accommodations with three distinct price points and three distinct experiences.

"We are defining our space with the addition of tiers in our new identity, so it is clear who we are and what we do," said Sean Worker, CEO of BridgeStreet. "Having five, four and three star options allows BridgeStreet to serve a greater variety of travelers while remaining an efficient and cost effective lodging option. We are confident that the new brand will produce a greater awareness of our product and capabilities." The BridgeStreet brand is a leader in distribution, offering 20,000 apartments in its worldwide network.

While serviced apartments account for only a sliver of the $500 billion hospitality industry its appeal and demand is growing due to the knowledge economy's mobile workforce. "Business travelers are seeking hotel alternatives that allow them a richer, fuller life experience while on the road and our product offers a unique familiarity of home that hotels cannot," states Lee Curtis, BridgeStreet's president. "Whether on a 2-week trip one hundred miles from home or a 6-month assignment in a foreign country, people want to feel connected to their lifestyle while traveling. More and more, companies and organizations are recognizing the importance this plays in keeping their employees satisfied and productive."

The company is known for delivering stellar service through its personal connections with clients and guests. It's these distinct connection points that allow BridgeStreet to offer a unique hospitality experience to customers worldwide. BridgeStreet will communicate this perspective through its new brand promise – Feel connected™.

In conjunction with its re-branding initiative, BridgeStreet has launched its new web site, with easy search and select functionality and access to real time booking and rate information. The site features an extensive offering of apartments in over 50 countries along with interactive tours and videos, all designed to educate travelers on the space, convenience and amenities of apartment living. "Our web site, which acts as our retail store front, has new functionality, new brand imagery, and helps communicate our value proposition to both the business and consumer markets," adds Worker. BridgeStreet's new web site is the first in a series of upcoming developments that include a suite of robust applications to keep its valued customers connected to their entire accommodation program.

BridgeStreet continues to evolve as a leader in providing an outstanding hospitality experience to travelers seeking a hotel alternative and is confident that the new brand message will produce greater global recognition of its expanded capabilities.

BridgeStreet is the leading global provider of fully furnished residences, serviced apartments and suites for travelers looking for a hotel alternative. BridgeStreet's 5-star Residences, 4-star Serviced Apartments and 3-star Suites combine the best of apartment living with a variety of service packages to offer guests more choices based on their lifestyle and budget. An award winner both in the Americas and EMEA, BridgeStreet is widely recognized for its uncompromising standards of quality, comfort and service. For more information about the company or to learn more about how BridgeStreet is making guests and clients Feel connected™, visit www.bridgestreet.com.