ENGLEWOOD, Colo.—Destination Hotels, operator of upscale and luxury independent properties, is evolving into a consumer-facing, foundational brand to better suit its customers and lead to enhanced cross-selling success for its owners. Destination is defining who it is through a new website, logo, signature touchpoints, and like-minded brand partners, positioning Destination Hotels as a cohesive collection of properties. The set of hotels and resorts, each true to their location and diverse by design, hold the common Destination Hotels brand pillars that unify the collection: authentically-immersed; service with a story; unscripted discoveries; and individually empowered.
Destination Hotels was founded in 1973 with the development of The Gant in Aspen, Colo. Since then, the company has grown to have more than 40 independent, luxury, and upscale hotels, resorts, and golf clubs, including Terranea Resort in Rancho Palos Verdes, Calif.; Stowe Mountain Lodge in Vermont; and Eden Roc Miami Beach.
Over the past 12 months, Destination Hotels has worked to hone its vision for the brand by gaining a better understanding of the connection between its properties and customers. The company identified a few important, shared characteristics in its target guest. They are comfortable with who they are and unafraid to take the path less traveled, valuing experiences that celebrate individuality; they see the hotel as part of the destination; and they seek a warm, approachable environment to match their own sociable, friendly, and down-to-earth attitude. Destination Hotels’ brand promise is to let its collective individuality shine, while staying united in its commitment to make each Destination stay experience unique, memorable, and highly distinctive, shaped by local culture.
“Destination Hotels is not changing its business model, which places the individual properties and unique experiences in the spotlight; we are making it easier to deliver what we’ve been doing for over four decades,” said Jamie Sabatier, president and COO at Destination Hotels. “As a leading independent hotel brand, we will continue to evolve and keep ahead of guests’ wants and needs, while staying true to our locations and their authentic identities, across the portfolio.”
“Through our brand evolution, Destination Hotels will continue to keep the guest experience top priority by staying true to the brand promise, listening to our guests and putting their feedback into action to deliver a truly elevated stay,” said Marie Torres, vice president, marketing and branding. “We will roll out several exciting partnerships throughout the year and offer our guests programming that will serve to enhance their overall Destination Hotels experience.”
This new position will come to life on-property across a series of branded visual touchpoints, including a new homepage, advertisements, property placards, room keys, property letterhead, in-room videos, property brochures, social media, and third-party media. To help guests navigate the collection of properties, Destination Hotels is distinguishing its luxury properties with a differentiated visual identity. Additionally, each property will have a new Destination cobranded logo.
The new Destination Hotels website will use the Sitecore Platform, which serves as an experience management tool versus just content management, providing users with more personalized content, based on their browsing activity and preferences. The site will integrate video and social media as well as host a new and improved blog, Go | See | Do. The blog will provide evergreen content that highlights each destination including a “2 Days” Local’s Guide series, along with guest bloggers. The site will also feature a vacation rental booking engine which will allow guests to book individual units at any of Destination Hotels’ participating vacation residences. Later this year, Destination Hotels will introduce its new mobile app.
Coming soon, Destination Hotels will reveal three new signature touchpoints, further differentiating the brand and providing customers with personal experiences true to each destination.
Destination Hotels will also reveal various partnerships that will further enhance the guest experience. Last month, the brand announced its partnership with NEST Fragrances to offer in-room amenities to guests. The partnership debuted at La Cantera Hill Country Resort, A Destination Hotel, in San Antonio, Texas.