Anantara Hotels and Resorts has unveiled a refreshed brand identity. This comes as the brand crossed the 50 hotel portfolio milestone recently.
Anantara says that the “visual refresh takes an elegant, pared-back approach that enables each hotel’s unique character to shine”. The brand currently operates hotels and resorts in Asia, Middle East and Europe. The group says that the “new-look branding builds upon Anantara’s 23-year legacy and has been designed to capture the imagination of today’s travellers while honouring the brand’s roots in experiential luxury”.
Anantara’s new visual identity and evolved experiences and concepts will redefine how guests see and interact with the brand, and will elevate us to a space less cluttered by other luxury hotel brands. This will be underpinned by an increased focus on deeply embedded sustainability, both in terms of how we help the environment and local communities, and how guests experience our hotels and resorts.
Ian Di Tullio, Chief Commercial Officer of Minor Hotels, the parent company of Anantara, said.
The reimagined Anantara identity introduces several key updates and enhancements:
- Simplified Name: Transitioning from ‘Anantara Hotels, Resorts and Spas’ to ‘Anantara Hotels and Resorts’. Anantara Spa will continue to exist as a standalone brand.
- Updated Logo: A contemporary evolution of the Anantara logo retains its distinctive icon – the ‘Naam Jai’ water jar and traditional triangular cushions – symbolising its roots in Thai hospitality, with a revised typographic treatment designed to balance elegance, modernity and heritage.
- New Tagline: ‘Unforgettable Journeys’ embodies “Anantara’s promise to create lasting memories for guests, no matter where their journey takes them”.
- Modernised Design Elements: A refined colour palette and elegant typography have been developed to give the brand a more editorial look and feel, “creating a simplified visual identity that enables the brand to more effectively communicate its core experiential luxury positioning”.
- Enhanced Brand Signatures: New identities for Anantara Spa, Designer Dining and Spice Spoons by Anantara “will elevate guest experiences and enable a more cohesive Anantara brand ecosystem”.
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The brand says that it has “enhanced service delivery standards and team member training programmes”. Since its inception in 2001 with the opening of its first resort in Hua Hin, Thailand, Anantara has grown rapidly. In recent years, it has evolved rapidly from its resort-focused roots to boast a presence in the heart of some of the world’s most vibrant cities, including Rome, Vienna, Dubai and Bangkok.
Anantara recently passed the 50 property milestone off the back of a run of new openings – including Anantara Koh Yao Yai Resort and Villas in Thailand, Anantara Mina Al Arab Ras Al Khaimah Resort and Anantara Santorini Abu Dhabi Retreat in UAE, and Anantara Palais Hansen Vienna Hotel.
The Anantara portfolio will continue its global expansion in the coming months, with the brand set to make its India debut with Anantara Jaipur Hotel later in 2024, on top of new openings in Bali (later this year) and Zambia (early 2025) amongst others.
Anantara says that the rebranding initiative has commenced with the rollout of the new logo and visual identity across all Anantara digital assets, “with guests set to experience more tangible changes in service delivery and on-property experiences in the coming months”.
Featured image by Anantara Hotels and Resorts
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