Let It Shine

Amid an ambitious global expansion plan to open 15 hotels across destinations like Montenegro and Cuba in the next year, Iberostar Group has unveiled a new brand strategy complete with a colour-coded segmentation of its properties, a redesigned logo and the tagline Let It Shine, reports assistant editor, Ann Ruppenstein in this week’s digital edition of Canadian Travel Press.

“Our passion for quality has made us constantly re-invest in the organization, to re-invest in our product, and to re-invest in bringing up the standards until it makes sense to put on a new dress, which is being represented by this new brand identity,” Gloria Fluxá, vice-chairman of the family-owned Majorcan company, which currently operates in 35 countries around the world, told Canadian Travel Press on location for the brand relaunch event in Madrid. “We’ve invested 500 million euros in the past years, and now 700 million euros in the pipeline to continually keep on improving the product and bringing up the quality standards.”

Along with a sleeker look to its trademark star logo, Iberostar has regrouped its hotels into three segments: city hotels — properties in leading tourist hubs such as New York, Lisbon, Barcelona and Havana, which will be displayed in cosmos blue; ocean resorts — the company’s beachfront locations, which will be identified in turquoise; and the new heritage segment, for hotels with historical and cultural significance, which are displayed in sage green.

Meanwhile Iberostar’s luxury Grand category will extend across all three segments, and be identified by a coral tone.

For the full story, check out this week’s digital edition of Canadian Travel Press.