PRG Hospitality Group, an independent hotel brand, has launched its revamped parent brand, Common Thread Hotels.
The new brand will replace PRG across all aspects of sales, marketing, branding, and corporate relations.
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This move includes the launch of a new portfolio website and refreshed branding and messaging to unify the company’s collection of boutique hotels.
It is collaborating with designers such as Martyn Lawrence Bullard and Nina Freudenberger, among others.
Common Thread Hotels co-founder David Dittmer said: “Common Thread represents an important and inspiring evolution for our company. Our hotels have become synonymous with a very special hospitality experience that puts design, personalised amenities, and a true sense of relaxed luxury at the forefront and we feel that this new brand vision captures that approach beautifully.”
The brand’s existing portfolio of properties within California includes Casa Laguna Hotel & Spa in Laguna Beach and The Prospect Hollywood in Los Angeles.
It also comprises Sands Hotel & Spa, Holiday House, and Sparrows Lodge in Palm Springs and San Luis Creek Lodge in San Luis Obispo,
Cambria is home to the brand’s White Water Cambria and Cambria Beach Lodge properties.
Under the Common Thread Hotels umbrella, future expansions are anticipated, with plans to open new destinations in Carmel-by-the-Sea and Paso Robles, California.
The existing brand’s restaurants and spas, including The Pink Cabana at Sands Hotel & Spa and The Barn Kitchen at Sparrows Lodge, will also fall under the new branding.
PRG Hospitality Group opened its first property, Colony Palms Hotel in Palm Springs, in 2008, which changed hands in 2012.
Common Thread Hotels co-founder Britten Shuford said: “We began our hospitality journey with the Colony Palms which cemented our passion for the potential of independently minded hotels and we are immensely proud to celebrate the continued growth and progression of our brand and portfolio with the debut of Common Thread Hotels.”
