Family owned Iberostar Group, whose portfolio is made up of 4 and 5 star hotels globally, has a new mission statement: “Let it shine”. Under this banner they have rebranded and rebanded their huge portfolio of hotels into groups that make it easy to know what to expect.
The three groups are city hotels located in the heart of leading tourist cities such as Madrid, New York, Lisbon, Barcelona, Budapest, Miami or Havana, Ocean Resorts which have beachside locations and a brand new segment Iberostar Heritage. The latter is a collection of unique hotels with outstanding architectural elements and special historical and cultural significance that add special charm and value. Within all three segments are the Grand hotels that are named so for their sheer luxury offering.
The company hopes, in combination with a revamped logo, to illustrate how focussed they are on people. As is their whopping investment of 500 million euros in renovation of 70 per cent of its portfolio and the acquisition of properties in prime locations. The new properties are destined to have gastronomic restaurants with local dishes and “service to match”.
Sabina Fluxà, Iberostar Group’s Vice-Chairman & CEO explained:
We are all part of a large family made up of more than 28,000 employees that offers unbeatable service for the 8 million customers we welcome each year.
We are now taking a major step forward in what is a key development for the business, repositioning it and setting even higher standards. This strategy is accompanied by a new brand image which, under the claim ‘Let it shine’, echoes our own determination to shine and to enable our guests to shine as well.
Their signature star has been simplified, and is colour coded to depict the new segments in the group’s portfolio: turquoise for the beachfront ocean resorts; cosmos blue for the city hotels; and sage green to differentiate the Iberostar Heritage hotels.
The group are also committed to sustainable fishing, coral reef conservation and reducing plastic pollution. The ultimate aim is to eliminate them and/or gradually introduce alternatives made from biodegradable materials.