Destination Hotels Rebrands After 40 Years

How Destinations Hotels plans to become a consumer-facing, foundational brand By: Ashley Burnett
Destination Hotels’ L’Auberge Del Mar // © 2015 Destination Hotels
Destination Hotels’ L’Auberge Del Mar // © 2015 Destination Hotels

The Details

Destination Hotels

After more than 40 years in the hospitality business, Destination Hotels is rolling out a new look to help position the brand as a cohesive collection of properties. The operator of upscale and luxury independent hotels, resorts and residences recently revealed its intention to unveil a new website, logo, signature touchpoints and brand partners.

“Destination Hotels is not changing its business model, which places the individual properties and unique experiences in the spotlight; we are making it easier to deliver what we’ve been doing for over four decades,” said Jamie Sabatier, president and chief operating officer of Destination Hotels. “As a leading independent hotel brand, we will continue to evolve and keep ahead of guests’ wants and needs, while staying true to our locations and their authentic identities, across the portfolio.”

Over the past year, the brand has worked to gain a better understanding of its customers and has identified key characteristics shared among its target guests, including a focus on warm and approachable environments, as well as an emphasis on experiences that encourage individuality.

As part of this rebranding effort, Destination Hotels will release updated branded visual touchpoints including fresh property placards, room keys, in-room videos, property brochures and letterheads, in addition to a new website, blog and mobile app.