Outrigger Enterprises has announced the brand’s change of name to Outrigger Hospitality Group in line with a company-wide initiative to restructure its multi-brand portfolio and solidify its position in the beach resort segment.
In a statement, Outrigger said its corporate name change provides the brand clarity and structure for strategic growth of its domestic and international collection.
Three core categories under Outrigger Hospitality Group include its Premier Beachfront Resorts in Hawaii, Fiji, Thailand, Guam, Mauritius and the Maldives; its “by Outrigger” branded locations and its third-party managed properties.
The new structure also delivers opportunities for Outrigger Hospitality Group to impart its retail, development and management expertise, according to the company.
Outrigger Hospitality Group is already moving forward with executing developments within this structure, including a US$200 million Waikiki modernisation masterplan over the next two to three years, incorporating the transformation of the flagship Outrigger Reef Waikiki Beach Resort and opening of the new Voyager 47 Club lounges.
Brand new for 2019 is the debut of Outrigger’s first lifestyle hotel, Waikiki Beachcomber by Outrigger – which underwent a $35 million full makeover and now offers a modern Waikiki vibe.
Outrigger recently acquired Honua Kai Resort & Spa’s on-site resort rental programme interests. The Maui condo resort offers guests luxurious suites alongside a full-service concierge, Ho’ola Spa and Duke’s Beach House restaurant.
“The evolution to Outrigger Hospitality Group is a bold beginning for 2019 that bridges our company’s 70-year legacy of hospitality with a brand strategy centred on delighting today’s (travellers),” said Jeff Wagoner, president and CEO.