ANANTARA Hotels, Resorts & Spas is marking its 15th year in the business with a rebranding exercise, introducing a new brand philosophy, move towards greater digital and social strategies, and a redesigned logo.
Changes to the brand philosophy come on the back of shifting global growth strategies, resulting in a new Life is a journey slogan that is meant to reflect on the brand’s core value of natural luxury and guest-centric focus, it said in a statement.
The move towards greater use of social and digital platforms will involve the creation of a new website and blog, as well as a mobile strategy push to offer guests greater conveniences.
Anantara’s logo will also be redesigned, its iconic water jar and cushions remaining intact, while adding a new golden colour palette.
“Fifteen years later, the way in which people travel and experience the world has changed, and Anantara’s brand refresh has taken shape to meet the expectations, inspire the passions and delight the tastes of new explorers in city and resort destinations,” explained William E Heinecke, CEO and chairman of Minor International.
Minor Hotel Group, CEO, Dillip Rajakarier, added: “The development of the Anantara brand marks the start of the dynamic new journey, both in terms of strategic international footprint and enhancements to the guest experience.”
