By Don Douloff, July 10, 2008
Vancouver-based CHIP Hospitality has renamed itself SilverBirch Hotels & Resorts.
“This is a new era for us,” says SilverBirch president Robert Pratt. “We have evolved into a Canadian hotel company which manages and asset-manages some of the most lively hotel properties across the country. The launch of a new name allows us to reinforce our position within the marketplace as a leading Canadian hotel company committed to providing exceptional hotel experiences.”
As Pratt notes, the silver birch “symbolizes a strong yet flexible and deeply rooted Canadian company, as this hearty tree is indigenous to all provinces across Canada.”
SilverBirch manages and asset-manages 35 hotels and resorts across Canada, including such brands as Crowne Plaza, Radisson, Residence Inn by Marriott, Holiday Inn, Hilton, Quality, Gouverneur, Best Western and Ramada.