PKF Rebrands After CBRE Merger

LOS ANGELES—PKF-HR is adopting the CBRE Hotels name officially in February of this year. The two companies merged more than a year ago, and have been slowly integrating their company cultures and branding. At ALIS this year, the PKF-HR announced that it would take the parent company’s name, but that its storied culture—the company is more than 100 years old—would carry over to the new firm.

The merger creates a true one-stop-shop for hotel clients to receive both consulting and solutions to their problems, according to Mark Woodworth, senior managing director at PKF-HR. The company can now offer clients steadfast advice and a service to carry out the solution, which they weren’t able to do before. “This was a very thoughtful process,” Woodworth tells GlobeSt.com. “There was a view that this should have happened earlier. CBRE is a terrific well-known brand, but they also realized that we were dealing with a 100-year well-known legacy. Tremendous energy has gone into every facet of the brand conversion.” Scott Biethan, senior managing director of CBRE Hotels echoes the sentiment, tells GlobeSt.com, “We have to make sure that whatever we do, we are preserving the culture of the people that we bring in, because it is very valuable. It took us a long to discern the best way to incorporate both brands.”