According to the company, this rebranding aims to create international recognition through a clearer, more compelling positioning for the hospitality brand that builds on the equity of the existing sub-brands integrating them into one cohesive Jaz family, while presenting it as a full hospitality brand in its own right.

The new branding highlights the modern side of Jaz, a key cornerstone of its identity. The brand aims to move with the times and constantly adapt its services and amenities to cater to the ever-evolving marketplace.

The new visual identity also, according to the company, reinforces the concept of the brand being upbeat, in tune and moving to the rhythm of today’s modern, global traveller.