Top News WorldHotels unveils brand refresh By TTG Asia / Posted on 28 May, 2021 13:09 WorldHotels Collection has refreshed its brand identity, with new logos and updated vision and mission statements, as the brand celebrates its 50th anniversary this year. “WorldHotels has always been at the forefront of innovation, and this year, we recognised a need to adapt our branding to align with the evolving digital and media landscape,” said David Kong, global president and CEO. WorldHotels’ brand refresh includes new masterbrand and collection logos He added that the refreshed branding “will play a critical role in helping the brand and our hoteliers maintain a competitive edge, especially as we emerge from the pandemic”. To identify the best way to evolve, the brand invested in research including interviewing key stakeholders and conducting a global member survey to better understand what motivates today’s luxury and lifestyle traveller. The refresh is designed to enhance WorldHotels’ brand storytelling and ensure each WorldHotels collection has its own identity and personality. This is achieved with the following changes: refreshed Masterbrand logo, new logos for the brand’s four collections (Luxury, Elite, Distinctive and Crafted), as well as updated vision and mission statements that reflect the evolving culture and DNA of WorldHotels.