SilverNeedle Hospitality’s hotel division has undergone a rebrand and will now be branded Next Hotels.

Overnight, the group also acquired internationally acclaimed new media marketing agency Brand Karma.

Together with SilverNeedle’s in-house architecture and design agency Virsa, Next Hotels and Brand Karma; the group will form a collective known as Next Story Group.

Commenting on the recent rebrand, Next Story Group’s chief executive officer Anand Nadathur said “The hospitality landscape is changing and we’re involving in important ways.

“Over the past year we’ve developed in-house architecture and design capabilities via Virsa, identified new media marketing competency as a must-have which led to the acquisition of Brand Karma, strengthened our employees and Board, and studied the impact of the sharing economy on urban spaces.”

“We now have the right set of specialised services, and are ready to move forward to help asset owners future-proof their real estate by giving consumers something fresh and relevant,” said Nadathur.

Next Story Group is based in Singapore, with regional offices across Asia-Pacific, and offers best-in-class services to hotel owners in branding, marketing, design and development on top of its hotel management services.

Along with the launch, Next Story Group also announces the appointment of veteran hotelier Patrick Imbardelli to its Board of Directors.

Commenting on the developments of the group, Patrick Imbardelli remarks, ‘’I’m excited about Next Story Group because it has the elements needed to ensure that a hotel owner’s asset can continually stand out to the end consumer. The approach the company has developed will create new value in the marketplace for the owners and the consumers, and I look forward to guiding the team to expand their vision.”