Warwick International Hotels has completed a company-wide rebranding initiative that includes a new corporate identity and a new logo.
The 35-year old brand is now named Warwick Hotels & Resorts.
Previously, each hotel in the collection used its own individual logo. However, as the company grew over the past 10 years, passed the 50 property mark, a decision was taken by Warwick to rebrand the entire group.
Warwick Hotels & Resorts vice president of development Warren Chiu said: "Our company’s mission is to continue to invest in our hotels to ensure the highest standard of satisfaction and quality for both our new and returning guests.”
“A brand is more than just a name or logo, it is every single touch point of the guest experience,” said Chiu. “Our company has been committed for 35 years to providing our guests with a singularly outstanding experience and this commitment will only continue to grow as we evolve into this new era.”
In addition to the name and logo change, the rebranding encompasses changes in staff uniforms, guest room collateral items, colour schemes, communication materials, staff training programmes, facade and interior signage as well.
In the past three years, Warwick Hotels & Resorts has added new hotels in key locations, including Dubai, Chicago, and Nassau Paradise Island, in the Bahamas. The latter resort is expected to open in October 2016.
In addition to new hotel openings, Warwick Hotels & Resorts has invested more than US $25 million (AED 91.82 million) in the past three years in the renovation and refurbishment of its existing hotels.
The new logo features the king’s crown taking on the form of the letter “W” for Warwick. The colour violet in the logo is associated with royalty and nobility, a company statement said.
“From a growth standpoint, our mission is to expand the Warwick brand in locations that will add strategic and financial value to the company as a whole,” Chiu added.