LETTER: That sinking feeling on name

The decision by the new owners of The Ship hotel to change the name to the Chichester Harbour Hotel is regrettable and probably short-sighted, for that name carries significant brand value in itself.

There are plenty of examples within the hotel trade of individual properties retaining their name within a group framework.

At the top end, The Savoy in London and The Plaza in New York were each acquired by corporations that chose to retain those iconic names. Although on a different scale, one would have hoped the same rationale would have been considered by Harbour Hotels following its purchase of The Ship.

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Combining the brand value of The Ship with the brand equity of the Harbour Group portfolio of luxury hotels would have been strategically smart - just as it has proven with The Kings Arms in Christchurch.

I have no doubt Chichester residents and past frequent users will continue to call it The Ship for many years to come.

Edward Milward-Oliver

St Martin’s Square

Chichester

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