• 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.

Westin Long Beach is anticipating wrapping up renovations by June. Since beginning in January, renovations have included updating guest rooms and hallways to bring calm and well-being to travelers' experiences. Fresh, cool color palettes are incorporated in the furniture, and guest rooms will include Heavenly Mattresses and 55-inch televisions.

 

Sheraton Los Angeles San Gabriel earned the 2018 "Hotel of the Year" award in honor of its high standards of personal service, exceptional staff training and development, dominant market share, outstanding social reputation and high guest satisfaction scores.

 

Global hospitality company BENCHMARK is partnering with Scheid Family Wines of Monterey, California to create “Mō zāik,” a premier collection of fine wines made exclusively for BENCHMARK.