Hong Kong – Hospitality group Wharf Hotel has announced a comprehensive rebrand for hotel brand Marco Polo Hotels. The brand, named after the eponymous Venetian merchant, has its brand transformation stemmed from a strategic vision focused on addressing the evolving behaviour of guests and the addition of numerous enhancements.
Located in gateway cities like Beijing, Hong Kong, Jinjiang, Wuhan, Xiamen, Cebu, Davao and Manila, the refreshed Marco Polo Hotels brand is designed to inspire guests to embark on a journey of discovery whether for business or leisure.
At the heart of the rebranding is a new series of pillars — Enrich, Connect and Responsible — that help define the essence of Marco Polo Hotels, a new visual identity, as well as a Viva Magenta brand colour to resonate with the brand’s warm, vibrant and uplifting personality.
The brand’s new visual identity and colour palette will be deployed in stages to consumer-facing marketing materials and hotel collateral throughout 2024 and into 2025. The refreshed look is the beginning of a comprehensive enhancement plan, which includes the group’s first two rebranded properties – Prince Hotel, Hong Kong and Marco Polo Wuhan.
Changes are expected to be progressively introduced at the other properties in the next few years, including investments in the interiors, as well as improved guest experiences.
Thomas Salg, president at Wharf Hotels, said, “We revisited our brand to ensure the rebranding and enhancements will better reflect the ethos of our namesake and address the increase of bleisure travel in Asia Pacific. Today’s and tomorrow’s guests are looking for more than just a place to stay; they want inspiring experiences in the form of sights, sounds and tastes – both inside our hotels and out. What we set out to accomplish definitely showcases our commitment to creating a holistic guest experience and lasting value for our stakeholders.”