In a move that was hailed as proof of the resilience of the tourism sector in the current economic downturn Cresta Marakanelo has launched its new brand at a lavish ceremony in Francistown’s Cresta Thapama Hotel.
The new brand position, hospitality with an African heart and soul, is centered on the African’s spirit of botho and Cresta’s concern for the comfort and welfare of clients who stay at its facilities.
When making the corporate presentation to unveil and explain the new brand, Cresta Holdings Head of Marketing Rusu Tairousa said that the decision to rebrand came after the hotel cartel realised that it has come of age and needs to assume its revered place as the premier hospitality facility in Botswana and Africa as a whole.
The brand is centered around four gateways, the Cresta urban heartbeat, the urban oasis, the African roots and the African footprints, all designed to fit the travel experiences and individual needs of clients.
The Cresta African footprint, which is epitomized by hotels like the Mowana Safari Lodge in Kasane and the Churchill in Zimbabwe, is based on the color brown. Soothing and intense, the color invokes an African feel and is reminiscent of the warm and intense feel of the African landscape in the late afternoon.
The Cresta urban heartbeat, on which facilities like the Jameson in Zimbabwe, President and Thapama hotels in Botswana and the Allen and Kwara in Nigeria are themed, is characterised by the color red.
This represents the tempo and vigor of modern facilities, which match the fast tempo of city life with great comfort, such that one can be able to mix business with pleasure at such facilities.
The Cresta urban oasis, characterised by the color green, is experienced in facilities like Cresta lodge in Gaborone, Marang Residency in Francistown and the Golfview in Zambia.
At such facilities one can sit under a cool shade by the swimming pool and enjoy the mysterious, tropical and pleasant environs. These facilities are especially appealing to the eye, soothing and restful. It is here that one can rest and work at the same time.
The Cresta African roots more describe facilities like Bosele, Botsalo and Rileys hotels in Botswana and Oasis in Zimbabwe. With a general yellow feel, evoking nostalgic feelings of undulating grasslands, sunshine and happiness, it is at such facilities that one can enjoy greater value and service on a smaller scale.
Cresta Board Chair and BDC Managing Director Maria Nthebolan said at the launch that they took a strategic decision to re-brand as a way of fuelling their growth and development in Botswana’s hospitality industry.
“This is a welcome development that will improve Cresta’s competitiveness with other brands in the region” she said.
For his part Vice President Mompati Merafhe said that the rebranding will reposition Cresta in terms of standards and expectation in the market place.
Cresta Marakanelo is a partnership between Botswana Development Corporation, through its subsidiary, Botswana Hotel Development Company, and T/A Botswana a subsidiary of T/A Holdings of Zimbabwe. Since opening its doors in Botswana in 1985, Cresta has grown by leaps and bounds, from a humble 60 rooms to the present day 800 rooms nationwide, with the company’s profitability consistently growing over the years.
Apart from its branding exercise, Cresta has also been registered and accredited by Botswana Training Authority as a work based training institution. It is also in the process of upping its standards to match international standards through the Botswana Bureau of Standards.