As it turns 50 this year, WorldHotels Collection is celebrating the milestone jubilee with a series of new logos and brand refresh under the theme 'A World Reimagined'.
The significant milestone provides a prime opportunity for the company to lean into its resources at BWH Hotel Group and reimagine luxury hotel experiences, said David Kong, CEO and global president.
“WorldHotels has always been at the forefront of innovation, and this year we recognised a need to adapt our branding to align with the evolving digital and media landscape."
The brand refresh comes on the back of extensive research as well as speaking to key stakeholders and global members, which WorldHotels said will help gain a greater understanding of what motivates today's luxury and lifestyle traveller.
The bolder WorldHotels logo.
New logos to distinguish Luxury, Elite, Distinctive and Crafted Collection of hotels.
Changes include a bolder font type for the WorldHotels logo, and four new logos to lend distinct identities to the brand's Luxury, Elite, Distinctive and Crafted Collection of hotels.
Gregory Habeeb, president, North America, said the brand's identity will also evolve with enhanced messaging, colours and layouts to increase visibility and modernise the company’s soft brand.
Earlier this year, WorldHotels announced a new regional leadership team at the helm, with industry stalwart Olivier Berrivin, formerly of BWH Hotel Group, appointed as managing director for Asia Pacific, while company veterans Roland Jegge and Melissa Gan have been given expanded roles.