• 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.

Formed in 1937, the Texas Restaurant Association (TRA) serves as the advocate and resource for the food service industry in Texas, representing the state’s $70 billion

 

Choice Hotels International announced its Best of Choice award winners at the company’s 66th annual convention in Las Vegas, Nevada. The awards recognize the top hotels in Choice’s global portfolio of more than 7,000 franchised properties. Suburban Extended Stay Hotel Midland I-20 in Midland was one of the 2022 winners.

 

 

The Fort Worth Zoo’s newest habitat, Elephant Springs, received a Thea Award for Outstanding Achievement from the Themed Entertainment Association. The habitat is one of only 13 international honorees, and, among the Outstanding Achievement award recipients, the Fort Worth Zoo is the only zoo, the only institution in Texas, and one of only six facilities in the United States to be recognized.