• Benchmark, Gemstone Merger Results in New Identity, New Name and Four Distinct Brands

     
    POSTED September 29, 2016
     

Following their merger, Benchmark Hospitality International and Gemstone Hotels & Resorts have created a new name and corporate identity for themselves. They will be known as Benchmark, a global hospitality company that has more than 70 hotels, resorts and conference centers, 8,000 guest rooms and 10,000 employees.

The company now includes new hospitality brands within their properties. They are: Benchmark Resorts & Hotels the existing portfolio of hotels and resorts in the U.S. and Caribbean, Gemstone Collection a combination of Benchmark’s “Personal Luxury Resorts & Hotels” and Gemstone’s “Gemstone Hotels & Resorts,” Benchmark Conference Centers which designates high-quality conference centers and Owner Advisory Group, which offers owners guidance in managing their assets.

“Our goal was to create an identity that reflects the global leadership, exceptional properties, and dynamic synergies, and opportunities the merged company now brings to its owners, guests and employees,” says Alex Cabañas, CEO, Benchmark.  

The Benchmark and Gemstone teams were advised by one of the leading hospitality market research and branding firms to help them rebrand.

For the first time, all five boroughs of New York City are lighting up rainbow in celebration of WorldPride's first time being hosted in the United States. Additionally, NYC & Company and LGBT MPA are partnering to offer a MICE familiarization trip for LGBTQ+ meeting and event planners. 

 

IACC's 2019 Meeting Room of the Future Report reveals that sustainability is a top priority of meeting planners. Of those who responded to the survey, 44 percent said they believe that ethical operations and sustainable practices will be one of the most important elements for venues by 2024. A major concern of meeting planners is food waste, with 62 percent of respondents noting that they will consider how a venue manages food waste before booking.

 

Located near Austin, South Congress Hotel and Hotel Ella are positioned as the perfect summer venues. Each hotel has offerings for a wide array of events and can accommodate corporate and social functions alike.