Palma-based hotel group, Iberostar, has unveiled a new-look and new brand categories designed to reflect its core values.
The family-owned group, which has more than 110 hotels in 35 countries, has stuck with its long-established star logo but has given it a more updated design.
Hotels will be split into three main categories – City Hotels, Ocean Resorts, and Hotels with Heritage. A fourth brand, Grand Hotels, will include nine luxury hotels chosen from each of the three categories.
Each will have their own distinctive colour – cosmos blue for city, turquoise for ocean, sage green for heritage and coral for the luxury hotels.
The announcement was made by Sabina Fluxa, vice chairman and CEO, at an event in Madrid last night.
She said the new branding was based on a survey of 2,000 customers, 1,500 travel agencies and 100 employees.
The group, which owns 54% of its properties, has earmarked €700 million in future investment, including new hotels in Barcelona and Montenegro and recent openings in Lisbon, Portals Nous in Majorca, and in Miami Beach.
