The Klagan Regency: rebranding and positioning strategy

Novotel 1Borneo is an Accor group from France and also one of the well known hotels in Sabah. It was officially opened in August 2008. Novotel 1Borneo Hotel was a 4 stars International Chain Hotel in which integrated with the 1Borneo Hypermall, the largest mall in Borneo with 1.5 square feet of shopping, leisure and dining choice. This hotel was strategically located along the Sulaman Highway and around 10 to 15 minutes from Kota Kinabalu City Centre. Besides that, it is also adjacent to University Malaysia Sabah (UMS) and near to the State and Federal Administration Government offices and Kota Kinabalu Industrial Park (KKІР). Novotel 1Borneo Hotel however, able to maintain its operation under this hotel name until December 2014 and then had change its name to another brand name which is 1Borneo Hotel. One of the reasons why this hotel had change its brand name is because the hotel not able to achieve the profitability goals. By then, the owner of 1Borneo Hypermall has fully took over the Novotel 1Borneo Hotel management and operation. Later, the new owner of this hotel change the name to 1Borneo Hotel but has maintained the management and operation of the hotel. However, the hotel management once again facing a difficult situation when the new owner (owner of 1Borneo Hotel) has sold this hotel to Klagan Hotel's owner.