Anantara Hotels & Resorts has built on its 23-legacy with a reimagined brand identity designed to capture the imagination of today’s travelers. The visual refresh highlights each hotel’s unique character and honors the brand’s roots in experiential luxury.
Ian Di Tullio, Chief Commercial Officer of Minor Hotels – the parent company of Anantara, said the new visual identity, evolved experiences and concepts will redefine how guests see and interact with the brand. “It will elevate us to a space less cluttered by other luxury hotel brands. This will be underpinned by an increased focus on deeply embedded sustainability both in terms of how we help the environment and local communities, and how guests experience our hotels and resorts.”
AnaMarija Raickovic, Minor Hotels Global Head of Corporate, Luxury and Lifestyle Brands, said the evolution of Anantara’s brand identity has been a journey of continuous refinement. The last major update was completed in 2015. “Now in 2024, the brand takes another significant step forward, refreshing its visual identity to better connect with the discerning modern traveler.”
Since its establishment in 2001, Anantara has grown to become a global leader in experiential luxury hospitality. It boasts a portfolio spanning Asia, Europe, the Middle East, Indian Ocean and Africa. The brand has evolved rapidly from its resort-focused roots to boast a presence in the heart of some of the world’s most vibrant cities – Rome, Vienna, Dubai and Bangkok.
The refreshed visual identity highlights the brand’s transition from ‘Anantara Hotels, Resorts & Spas’ to ‘Anantara Hotels & Resorts. It reinforces the brand’s commitment to luxury accommodation worldwide, while Anantara Spa will continue to exist as a standalone brand.
The new logo retains Anantara’s distinctive icon – the ‘Naam Jai’ water jar and traditional triangular cushions symbolize the brand’s roots in Thai hospitality. The revised typographic treatment balances elegance, modernity and heritage. Anantara Hotels & Resorts also boasts a new tagline ‘Unforgettable Journeys’. It highlights the brand’s promise to create lasting memories for guests, no matter where their journey takes them.
Furthermore, Anantara Hotels & Resorts has adopted a refined color palette and elegant typography to give the brand a more editorial look and feel. It creates a simplified visual identity, enabling the brand to communicate more effectively about its experiential luxury positioning.
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