April 13, 2023 1

Country Comfort Brand Refresh

April 13, 2023 2

Rest Today for a More Productive Tomorrow

April 13, 2023 3

Target Market: The Road Warrior – Demographics

• Travelling Sales People – IT, Mining, Construction, Petrochem, Engineering: mid level manager or support

• Small business owner/entrepreneur

• Travels more than 50% on business, largely domestic or regional travel

• Limited Per Diem Budget

April 13, 2023 4

Target Market: The Road Warrior – Psychographics

• Time-pressed lifestyle

• Driven by value in all aspects life

• Spending more time on the road:

• Job is feeling more physically tiring • Deals are getting more competitive

• More and more reliant on mobile technology

• Demand simplicity

April 13, 2023

Upper MidscaleChain Scale Segmentation

We know how important complete rest and relaxation are to your productivity so we make your stay hassle-free.

A good night’s sleep, refreshing shower and replenishing breakfast mean you’re ready to focus your energy on the brand new day.

Brand Positioning

Rest Today for a More Productive Tomorrow

Brand Promise

5

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Brand Identity

Brand Identity

Primary Palette

Bright Tones

Deep Tones

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Marketing Communications

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Marketing Communications

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Marketing Communications

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Marketing Communications

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Hotel Collaterals

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Hotel Collaterals

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Stationery

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Location Strategy

Country Comfort® Hotels are located in primary and secondary urban cities in Asia-Pacific in large, domestic and mature markets.

CBD fringe locations, transportation corridors and hubs including highways, airports, trains and bus terminals.

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Unique Selling Propositions (USPs) – How we Differentiate Our Brand

• Best in Category Sleep Experience

• Excellent Shower Experience

• Great Breakfast to prepare you for your day

• Our Fair Value Promise™

April 13, 2023 16

USPs – Sleep

A luxury sleep experience in a midscale hotel

Top of the range Pillow-Top Sealy® mattress, top quality pure cotton linens with a threadcount of 1200 per 4

inches, and a pillow menu – hypoallergenic, hard and soft of both synthetic and feather pillows.

April 13, 2023 17

USPs – Shower

An invigorating shower experience

Top quality shower hardware, with unlimited hot water on demand and a water pressure pump ensuring

consistent and uninterrupted high pressure showers.

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A delicious and nutritious breakfast to start your day

Our quality Continental Breakfast is included in the room rate or upgrade to our great Hot Breakfast at great value.

Grab it to Go if you prefer.

USPs – Breakfast

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USPs – Fair Value Promise™

Competitive room rates

FREE WIFI and ease of connectivity

FREE local calls and great value on IDD calls

On Site Self-LaundryLaundry and dry cleaning prices at 20% above street pricing

Reception RetailAll pricing at 30% above local convenience stores

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Key Facilities

The Lobby• Self and assisted check-in and check-

out• Retail Offering and Grab & Go

adjacent to Reception Area• Restaurant & Bar with Meet & Greet

cluster seating

The Gym• Open 24hours• Offering top quality cardiovascular

machines and free-weights

Meeting Rooms• 2 x 8-seater rooms with Video

Conferencing• Meeting rooms supported by a

Business Bar with hot-desk linked to a printer/fax/scanner open 24hours

F&B• Breakfast Room - Standard• Restaurant - Optional• Lobby Bar

Rooms• Standard and Twin rooms range

between 18-21sqm• Suites range between 36-42sqm• Top Quality 3-piece Bathroom• Media Console• No mini-bars in Standard and Twin

rooms

IT Standards• FREE WIFI, unlimited bandwidth• Tap keycard system or smartphone

access where possible

April 13, 2023 21

Design Concept

Modern Simplicity — a modern and unfussy approach with a touch of warmth and a focus on efficiency in the use of space that maximises productivity for the guest.

To create an environment in which our target market will feel refreshed and productive for the working day ahead.

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External Façade

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Entrance Façade

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Lobby Bar & Lounge

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Restaurant

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Corridor

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Standard Room – Queen

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Standard Room – Twin

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Suite – View 1

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Suite – View 2

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Gym

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Rest Today for a More Productive Tomorrow

Thank you!