Anantara Hotels & Resorts is marking a significant milestone with a reimagined brand identity. The visual refresh takes an elegant, pared-back approach that enables each hotel’s unique character to shine—an increasingly important consideration as a run of recent openings across Europe, the Middle East, and Asia propelled the brand portfolio beyond 50 properties for the first time.
The new-look branding builds upon Anantara’s 23-year legacy and has been designed to capture the imagination of today’s travellers while honouring the brand’s roots in experiential luxury.
Ian Di Tullio, Chief Commercial Officer of Minor Hotels, the parent company of Anantara, said, “Anantara’s new visual identity and evolved experiences and concepts will redefine how guests see and interact with the brand, and 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.”
The reimagined Anantara identity introduces several key updates and enhancements:
· Simplified Name: Transitioning from ‘Anantara Hotels, Resorts & Spas’ to ‘Anantara Hotels & Resorts’, reinforcing the brand’s commitment to luxury accommodation worldwide. Anantara Spa will continue to exist as a standalone brand.
· Updated Logo: A contemporary evolution of the Anantara logo retains its distinctive icon – the ‘Naam Jai’ water jar and traditional triangular cushions – symbolising its roots in Thai hospitality, with a revised typographic treatment designed to balance elegance, modernity, and heritage.
· New Tagline: ‘Unforgettable Journeys’ embodies Anantara’s promise to create lasting memories for guests, no matter where their journey takes them.
· Modernised Design Elements: A refined colour palette and elegant typography have been developed to give the brand a more editorial look and feel, creating a simplified visual identity that enables the brand to more effectively communicate its core experiential luxury positioning.
· Enhanced Brand Signatures: New identities for Anantara Spa, Designer Dining, and Spice Spoons by Anantara will elevate guest experiences and enable a more cohesive Anantara brand ecosystem.
· Refined Service Culture: Enhanced service delivery standards and team member training programmes will elevate the Anantara guest experience.
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, with the last major update completed in 2015. Now, in 2024, the brand takes another significant step forward, refreshing its visual identity to better connect with the discerning modern traveller.”
Anantara recently passed the 50-property milestone off the back of a run of new openings – including Anantara Koh Yao Yai Resort & Villas in Thailand, Anantara Mina Al Arab Ras Al Khaimah Resort, Anantara Santorini Abu Dhabi Retreat in UAE, and Anantara Palais Hansen Vienna Hotel.
The Anantara portfolio will continue its global expansion in the coming months, with the brand set to make its India debut with Anantara Jaipur Hotel later in 2024, on top of new openings in Bali (Q4) and Zambia (early 2025) and beyond.
The evolution of Anantara’s brand identity reflects this journey of growth and evolution, capturing the essence of Anantara’s 23-year legacy while embracing its expanding global footprint.
The rebranding initiative has commenced with the rollout of the new logo and visual identity across all Anantara digital assets, with guests set to experience more tangible changes in service delivery and on-property experiences in the coming months.
