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The Honolulu Advertiser
Posted on: Tuesday, July 12, 2005

Aston properties to be rebranded

By Lynda Arakawa
Advertiser Staff Writer

Details of the rebranding of Aston Hotels & Resorts will be announced at a news conference next month at the Aston Waikiki Beach Hotel. Aston Hotels & Resorts operates 28 properties in Hawai'i.

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Aston Hotels & Resorts Hawaii will soon be rebranded ResortQuest Hawaii.

Aston, owned by Memphis, Tenn.-based ResortQuest International Inc., is scheduled to announce details at a news conference next month at the Aston Waikiki Beach Hotel. Aston's public relations manager said the company will make the transition from Aston to ResortQuest Hawaii but declined to give more information.

Aston operates more than two dozen properties in Hawai'i.

Former Aston Hotels & Resorts owner Andre Tatibouet said the rebranding has been "common knowledge for quite a while."

He said ResortQuest, the largest U.S. manager of vacation rental properties, began rebranding other properties nationwide about a year ago.

Tatibouet sold the Aston chain in 1998 to ResortQuest and continued as Aston president until 2002. He left ResortQuest after a dispute over licensing the Aston brand outside Hawai'i, where he retained Aston brand rights.

In conjunction with ResortQuest's purchase, AST Brands LLC — an entity owned by Tatibouet — licensed the Aston name in Hawai'i to ResortQuest for 20 years.

In a separate transaction, the Aston Waikiki Beach Hotel was recently purchased by Gaylord Entertainment Co., which owns and operates ResortQuest.

ResortQuest is managing the hotel under a new 20-year agreement.