LETTER: That sinking feeling on name

The decision by the new owners of The Ship hotel to change the name to the Chichester Harbour Hotel is regrettable and probably short-sighted, for that name carries significant brand value in itself.

There are plenty of examples within the hotel trade of individual properties retaining their name within a group framework.

At the top end, The Savoy in London and The Plaza in New York were each acquired by corporations that chose to retain those iconic names. Although on a different scale, one would have hoped the same rationale would have been considered by Harbour Hotels following its purchase of The Ship.

Combining the brand value of The Ship with the brand equity of the Harbour Group portfolio of luxury hotels would have been strategically smart - just as it has proven with The Kings Arms in Christchurch.

I have no doubt Chichester residents and past frequent users will continue to call it The Ship for many years to come.

Edward Milward-Oliver

St Martin’s Square

Chichester