One of the long-time names in the hospitality industry is taking on a new identity. All existing and future Opryland hotels will be named after the parent Company, Nashville-based Gaylord Entertainment.

The original Opryland Hotel in Nashville, home of the well-known Grand Ole Opry country music hall, which Gaylord owns, will be called Gaylord Opryland. The new hotel in Kissimmee, Fla, which is set to open in February, will be called Gaylord Palms. The hotel in Grapevine, Texas, scheduled to open in 2004, will be the Gaylord Opryland Texas.

Gaylord CEO Colin Reed, said the rebranding will help give the properties more national name recognition as meetings and convention properties. "The Opryland name has strong regional name recognition in Nashville and Texas, but suggest and image that is not consistent with the product that Gaylord will open in Florida or in other locations around the country," he said. "We feel the rebranding effort will help us market our convention and hotel properties."