The Iberostar Group presented a new strategic line, which includes a new segmentation of its hotels and the redesign of the brand’s visual identity.
Now the group’s businesses are divided into segments: city hotels, beach hotels and one that integrates hotels with history, Iberostar Heritage. Its luxury category, Grand, will continue to be present across the three new segments.
Under the motto “Let it shine,” the company’s brand identity also undergoes modernization. The star holds, but the traits have been stylized to get a more open, readable and modern logo. The new logo will be implemented gradually in the Iberostar developments.
The news was presented by the vice president and CEO of the Iberostar Group, Sabina Fluxà, who praised the potential of the changes during the group’s official event in Madrid. “We are taking a big step: it is a true evolution of the business, a repositioning towards excellence, and we follow it with a new brand image that, under the motto ‘Let it shine’, shows our desire to shine and make our guests shine, “he said.
The new segments
City Hotels: Establishments located in the heart of cities with major tourist attractions like Madrid, New York, Lisbon, Barcelona, Budapest, Miami or Havana. The segment has two categories: Grand and Iberostar.
Beach hotels: Hotels designed for guests to enjoy their holidays by the sea. This segment has three categories: Grand, Selection and Iberostar.
Hotels with a history: New segment, named Iberostar Heritage, which includes a set of unique hotels, located in buildings or locations that, due to their architecture or historical and cultural significance, have special value and charm. According to their category, they are divided into: Grand and Iberostar Heritage.
Oceans Project
During the announcement of Sabina Fluxà, the group also outlined a plan to contribute to sustainability. The company drew up a roadmap aligned with the United Nations Sustainable Development Goals, which include reducing plastic contamination by reducing material use, helping reef and coral conservation, and sustainable fishing by offering only fish of the time.
Source: Brasilturis
Photo: Press Release