Hospitality Hotel Management Company changes name to extrabold

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Hospitality Hotel Management Company (HHMC) has changed its name to extrabold. The name change took place towards the end of 2009.

HHMC was originally formed to manage the properties owned by listed company Hospitality Property Fund. extrabold manages hotels and resorts under a variety of different brands on behalf of owners and operators.

extrabold's director of strategy, Tim de Raedt, says the rebranding symbolises the company's internal realignment of strategy, operation and adoption of a new, innovative and systematic approach to managing hotels.

The company has rebranded to entrench its recent autonomous status. This represents management's aim to refocus the business to build a platform for long-term growth through improved team cohesion and delivering exemplary service.

The group has also strengthened its executive management team with two new appointments: Matthijs van Meurs has joined as director of innovation and quality management and Mark Regensberg has joined as IT director.

"We have adopted a systematic approach to hotel management, continuously striving to improve efficiencies, profitability and returns through ongoing talent development, adoption of international best practices and dynamic management models," says de Raedt.

He explains that the new brand serves the purpose of setting themselves apart from the mainstream hotel brands in the country.

"The name is clearly also aspirational and something that we want to grow into as we continue to evaluate and improve how we operate," adds de Raedt.

"More than just managing hotels, we believe we are responsible for looking after guest experiences, brands and owners' assets and that feeds our passion for success."

Executive chairman of the company is Joseph Aminzadeh, Xander Nijnens is MD, Luke Sacco is director of operations and Mia Herbst is director of finance. Prior to joining extrabold, Aminzadeh jointly conceptualised and listed South Africa's first specialised listed property company, Hospitality Property Fund. During his tenure as deputy CEO of Hospitality Property Fund he oversaw acquisitions, developments and asset management.

Properties managed by extrabold include Crowne Plaza Johannesburg - The Rosebank, Holiday Inn Sandton, Mount Grace Country House & Spa, Protea Hotel Hazyview, Protea Hotel The Winkler, Protea Hotel Hluhluwe & Safaris, Protea Hotel The Imperial, Protea Hotel The Richards and The Bayshore Inn.

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