DALLAS, Texas—Omni Hotels & Resorts launched a brand evolution as it continues growth comprised of nationwide portfolio enhancements, service training, and marketing investments. Driven by Omni President, Kurt Alexander, the announcement signals a new era for the brand and marks the first shift in visual identity in more than a decade.
“Over the last 60 years we’ve been creating elevated experiences inspired by remarkable destinations where guests connect and enjoy genuine hospitality,” said Alexander. “As we look to the future, we want to ensure that our customer-facing identity accurately reflects our brand’s story while highlighting the experiences we offer our guests.”
The brand refresh comes on the heels of research conducted pre- and post-COVID (2019-2022). The data insights drive the direction for the brand, with a focus on approachable luxury and service that Omni is positioned to offer due to its ownership business model: owner, operator, and brand. This model creates an environment to deliver the end-to-end guest experience.
“We put guests at the center by offering experiential offerings that are locally relevant such as our annual Fish-to-Fork culinary event in Amelia Island, Florida, Cowtown Unplugged music series in Fort Worth, Texas, and The National Gingerbread House Competition in Asheville, North Carolina. We meet the needs of our customers because we control each and every touchpoint and are committed to providing an exceptional guest experience,” Alexander said.
Over the next 5 years, Omni will focus on creating places and spaces inspired by a destination with plans to invest in existing properties and new products including ground-up development and portfolio upgrades.
In 2023, Omni Tempe Hotel at ASU and Omni PGA Frisco Resort opened doors, with Omni Fort Lauderdale currently under construction. These ground-up builds incorporate designs paying homage to the destinations around them. Other refurbishments include the $150M+ restoration of The Omni Homestead Resort and renovations at Omni Scottsdale Resort & Spa at Montelucia, Omni Charlottesville Hotel, and Omni Parker House, as well as properties in Denver, Indianapolis, Irving, Texas, and San Diego. Plans for expansions include the Omni Orlando Resort at ChampionsGate and Omni Mount Washington Resort.
“At Omni Hotels & Resorts we care for each other like a family, opening up our hotels and resorts to guests as we would our home,” explained Alexander. “It’s our people that define the experience so it’s imperative we continue to invest in our team members.”
Omni has invested in associate training programs and brand standards to include a reimagined loyalty program that launches in early 2024. The results have yielded a trend upward in guest satisfaction scores exceeding pre-COVID levels.
To support the brand’s story and growth trajectory, new branding was released including a fresh logo and visual design that pays respect to the brand’s heritage and position in the marketplace. The new look and feel is a modern interpretation of the brand and has a more contemporary aesthetic to reach a new generation of Omni guests.
The brand also launched a new multi-channel marketing campaign called Experiences Matter Here including a new website, video, and photography that shows how guests gather and connect at Omni.
