London-based hotel management company Redefine|BDL Hotels has rebranded as RBH.
RBH has a portfolio of more than 70 hotels across the UK in partnership with brands including InterContinental Hotels Group, Hilton, AccorHotels, Marriott International and Wyndham Hotels and Resorts, and an annual turnover of more than £350m.
Helder Pereira, chief executive, said: "Both ‘Redefine' and ‘BDL' are well-known across the hospitality industry and, while we value their legacy, we've used the acronym ‘RBH' both internally and externally for years. Streamlining our name and making things simple but personable, mirrors how we operate as a business."
Yvonne Brennan, director of corporate communications for RBH, added: "We asked lots of questions of ourselves and clients on how we were different from competitors and what our new brand should say about us. The result is a lively new brand identity, which shows the colourful personality of our people."