Behind Outrigger’s Rebranding Strategy

outriggerTravel Agent chatted Monday with Sean Dee, executive vice president and chief marketing officer of Outrigger Enterprises Group, and got the skinny on Outrigger’s new beachfront resort brand.

Outrigger Enterprises Group launched on Friday its new beachfront resort brand – Outrigger Resorts. Set in locations on some of the world’s most incredible beaches, each Outrigger Resorts property will focus on culturally authentic client experiences and signature amenities. Amenities include beachfront bars, impressive spas and Voyager 47 club lounges. 

The main reasoning for the rebranding, Dee says, is to provide a more concise, less confusing brand for agents, operators and consumers. The Outrigger Resorts brand will only include the company’s beach resorts, while the other properties, including properties off the beach and condominiums, will be classified under the Hawaii Vacation Condos by Outrigger brand. 

“We just saw some confusion in the market,” Dee says. “We just felt it was better to separate the brands.”

Outrigger Resorts includes its existing properties in Hawaii, Australia, Fiji, Guam, Thailand, Mauritius and now the Maldives, as well as future resorts planned for China, Vietnam and elsewhere across Asia-Pacific and the Indian Ocean.

Its oceanfront properties will go under the simple brand Outrigger Resorts, and comprise resorts including its beachfront properties in Waikiki and abroad The company currently operates 15 full-service beachfront resorts in seven countries with plans to open two to four additional Outrigger Resorts annually over the next decade.

Updates and amenities will be phased into existing Outrigger Resorts, including beachfront bars such as Duke’s Waikiki at the Outrigger Waikiki Beach Resort; spas such as Bebe Spa at the Outrigger on the Lagoon, Fiji; and the Voyager 47 club lounge, such as the soon-to-be-rebranded ones in Outrigger Laguna Phuket Beach Resort in Thailand or Outrigger Mauritius Resort and Spa.

Dee told Travel Agent the price points for all Outrigger properties wouldn’t change. The brand is looking to go beyond its previous mid-level range and would like to get into the four-to-five stars range but Dee did note that Outrigger Resorts wants to stay away from the word, "luxury."

“We prefer to go with upscale or premier, but luxury may scare some people off,” Dee says. “We think the word, ‘luxury,’ gives people the impression that these are really expensive. We would rather be known as the premier beachfront resort destination in the world."

Additionally, Honolulu-based Outrigger Enterprises Group is taking a different tact with its newest multi-million dollar campaign called "Find out. Find Outrigger," which invites clients to discover intimate experiences found at Outrigger Resorts. Each ad highlights the unique local culture of the destination.