Louvre Hotels Group (LHG) is re-launching its Golden Tulip brand, as part of an initiative to roll out hotels that are more lifestyle-oriented and better suited to meet the needs of today’s travellers.
To support the re-launch of the four-star brand, Louvre Hotels is investing in the renovation and rebranding of Golden Tulip hotels – including those in the Middle East and North Africa (MENA).
The rebranding initiative involves a complete revamp of the Golden Tulip logo, design guidelines and positioning strategy.
This has come out of an in-depth study of the needs and preferences of the current and next generation of travellers.
"The rebranding is aimed at blurring the boundaries of work and play to create moments of surprise and delight for our guests," said Louvre Hotels Group MENA president Amine E. Moukarzel, in a statement.
"Technology and the rise of social media have changed the expectations of the modern traveller, who increasingly prefer open, dynamic and social spaces. The rebranding aims to reflect and respond to these trends, and will bring a distinctly modern vision that complements Golden Tulip’s long-standing experience in operating four-star hotels, thus helping set the brand apart from its peers."
As part of the revamp, the design of the hotel lobby in particular will undergo a transformation. It will now feature elements such as the 'Body Care Bar', creative spaces that offer both private and social zones, along with a variety of design-led furniture and lighting that deliver functionality and comfort.
The new design approach will integrate the lobby with the food and beverage outlets and reduce the barriers between guests and staff with larger, open spaces. The food and beverage outlets will get more than just a design makeover, as Louvre will also tweak service attitudes.
Golden Tulip will also unveil a new meeting concept, inspired by today’s shared workspaces. Equipped with high-speed internet and the latest in technology and audio-visual equipment, a highlight of the new meeting and conference rooms will be the ‘breaks’ areas to provide a more flexible approach to work.
The brand, which operates over 35 hotels in the MENA region, has several existing properties set to undergo renovation work, while new build hotels have already been identified for Dubai, Muscat and Algiers.