Anantara Hotels, Resorts & Spas has revamped its brand with a new logo and strapline, plus the launch of a new website.
The luxury hotel brand, which is operated by Thailand’s Minor Hotel Group, first launched in Hua Hin 2001 and has since developed a portfolio 34 hotels and resorts in 10 countries across Asia, the Middle East and Africa. In its home market of Thailand, Anantara now operates 13 properties, including its new flagship hotel, Anantara Siam Bangkok Hotel, which opened this year following the rebranding of the former Four Seasons Hotel.
The brand’s new strapline, ‘Life is a Journey’ reflects Anantara’s “philosophy, core values and the brand’s expansion plans”, according to the company. The new logo retains the ‘water jar’ emblem which is intended to symbolise “Thai hospitality and generous spirit”, along with two Thai cushions that represent comfort. The logo’s main colour scheme has changed from orange to gold.
“Anantara was born in response to discerning travellers seeking luxury with a sense of indigenous discovery. By infusing authentic cultural experiences and interactive journeys guided by gurus, Anantara satisfies guest desires to connect deeply and personally with their travel destinations,” explained William E. Heinecke, Anantara’s founder & CEO and chairman of Minor International.
“Fifteen years later, the way in which people travel and experience the world has changed, and Anantara’s brand refresh has taken shape to meet the expectations, inspire the passions and delight the tastes of new explorers in city and resort destinations.”
In addition to the new logo and strapline, a new website has been launched featuring built-in CMS technology and other advanced features such as user personalisation and responsive technology, making it viewable on any kind of mobile device.
A new Anantara blog will also provide guests with “insider knowledge” and “international expertise” on each destination.
“Advancing from Anantara’s many successes to date, the brand refresh is a significant milestone paving the way for an exciting new era,” said Minor Hotel Group’s CEO, Dillip Rajakarier. “In an insightful understanding of market trends and traveller expectations, the development of the Anantara brand marks the start of the dynamic new journey, both in terms of strategic international footprint and enhancements to the guest experience.”
Anantara will continue expanding in the coming years, with plans for new hotels in the UAE, Oman, China and Sri Lanka.