Employees like Luana Maitland, Outrigger Reef’s events and activities manager, help the company create a sense of place. // © 2014 Outrigger Resorts
Since 1947, Outrigger Enterprises Group has made a name for itself with its prime oceanfront properties. Now, with the recent retooling of its brands, the Honolulu-based company is positioning itself as a global expert in hospitality by the sea.
Outrigger has taken its 15 beachfront resorts in seven countries and placed them under the new Outrigger Resorts brand. Over the next decade, the firm plans to add two to four Outrigger Resorts each year.
John Limper, Outrigger Enterprises Group’s vice president of sales and marketing for Hawaii/Guam, said the move accentuates the company’s extensive experience offering full-service properties on some of the world’s best strands of sand.
“As a brand, Outrigger knows ‘beachfront’ well,” said Limper. “We have been in the beachfront business for 67 years in Hawaii, and now we are taking that expertise to other iconic beach destinations around the world.”
The new brand calls attention to Outrigger’s toes-in-the-sand bars, including Duke’s Waikiki at the Outrigger Waikiki Beach Resort and Sundowner Bar and Grill at the Outrigger on the Lagoon Fiji.
With the rebranding, the firm is also highlighting its resort spas, which focus on using indigenous ingredients and techniques. Each Outrigger Resorts property will also feature Voyager 47, a club lounge with enhanced guest amenities.
As part of its international expansion, the company is underscoring Ke Ano Waa (“The Outrigger Way”), a hospitality standard that demonstrates the brand’s commitment to local culture in the destination. The Outrigger Way has been integrated into all of its properties to provide guests with authentic experiences and a sense of place.
“With this new direction, western U.S. travel agents are able to sell with confidence, knowing that the Outrigger brand brings genuine spirit and incredible amenities consistent at each location around the globe, wherever their clients go,” said Limper.
Meanwhile, Outrigger has rebranded its 15 resort condominium properties on Oahu, Maui, Kauai and Hawaii Island, which will now be marketed as Hawaii Vacation Condos by Outrigger.
“The new Outrigger Resorts and Hawaii Vacation Condos by Outrigger brands provide clarity to travel agents when selling our product to their clients,” said Limper.