Forget ResortQuest Hawaii. The hotel chain is transforming back to its old brand name — Aston Hotels & Resorts — with the help of a new marketing campaign.

The change, announced yesterday at the company's headquarters in Waikiki, comes as the Hawai'i-based management company celebrates its 61st year in the hospitality industry. It is one of the state's largest hotel and condominium resort management companies, and like the others, it is struggling to cope with the current economic downturn.

Resort president Kelvin Bloom said the name change is part of a rebranding, marketing a new company logo.

"Returning to this well-recognized brand reminds employees and customers alike that the real spirit of hospitality is still very much alive at Aston Hotels & Resorts," Bloom said.

With the number of people traveling declining in Hawai'i and worldwide, Bloom said the familiar name may help to bring people back to "familiarity, trust and experience."

The company had gone from Aston to ResortQuest in 2005 after a series of owner/affiliation changes and shifts since 1998. To complete the return the old name, the company had to buy it back from current owner Wyndham Hotels & Resorts. Former Aston executive Andre Tatibouet had earlier sold the name to Cendant Corp.

Aston's 26 Hawai'i properties range from boutique hotels and authentic plantation cottages to newer hotels and condominium resorts; from economy through mid-range and luxury accommodations.

Pleasant Holidays president Jack Richards was on hand to congratulate hotel officials on the switch. He said it was good time for a smart move. "I think there's a lot of brand equity in that name," Richards said. "ResortQuest was not that well known."

A key component of the expanded marketing campaign will be an increased sales presence in Asia, with the opening of general sales offices in China and Korea, complementing an already well-established presence in Japan.

The company, which employs about 1,500 people, has more than 4,500 rooms on all properties. The workers and operations will not be affected as the properties switch to the Aston brand.