As part of a rebranding process, the Suncrest Hotel has changed its name to Seashells Resort at Suncrest.

AX Group said the re-branding process was part of the hotel's marketing strategy and commitment to improve accommodation and service standards. Although the company name will remain Suncrest Hotels plc, in all marketing initiatives especially oversees, "Seashells Resort at Suncrest" will be used.

The new branding will also coincide with the launch of an all-inclusive package for guests staying at the hotel for five nights or over. Through the all-inclusive concept all guest meals, snacks and drinks consumed between 7 a.m and 11 p.m. at the hotel's restaurants and designated bar are included in the package.

"One of the main objectives in re-branding the Suncrest was to underline the resort amenities especially the location by the sea which make it extremely attractive for this market," group hospitality director Claire Zammit Xuereb explained.

"In selecting the new identifier, we have retained the Suncrest name, because of the goodwill the hotel has accrued in the local market."

Ms Zammit Xuereb added that the launch of the all-inclusive package had been well received. "Since the launch a few weeks ago, we have received several bookings and enquiries from Great Britain, Germany, the Benelux countries and Eastern European countries especially Russia.

"We have adopted the all-inclusive package because of the current competitive market scenario and because such holiday packages are extremely popular with both tour operation and also foreign based leisure groups."