Iberostar Hotels & Resorts Launches New Brand Strategy

Iberostar Dominicana

Following an analysis and the redefinition of its identity, principles and objectives, Iberostar Group has developed a new corporate strategy based on revamped values, centered around innovation and excellence, and with a focus on people and society as a whole. The new identity takes the form of a new segmentation of its hotel portfolio, a new corporate identity that reflects the essence of the company and its commitment to sustainable development, education and training for individuals, as well as care for the seas and oceans.

New Segmentation

To improve coherence and cohesion for Iberostar’s hotels, the company reorganized the segmentation of its portfolio into three groups:  

  • City hotels: Hotels located in tourist cities like Madrid, New York, Lisbon, Barcelona, Budapest or Miami. This segment features two categories: Grand and Iberostar. 
  • Ocean resorts: Hotels designed to ensure guests enjoy their holiday to the fullest in fabulous beachfront locations. This segment is divided into three categories - Grand, Selection, and Iberostar.
  • Classic and historic hotels: This newly-created segment, known as ‘Iberostar Heritage’, comprises unique hotels with notable architectural elements with a special historical and cultural significance. They include hotels in the Grand and Iberostar Heritage categories.  

Iberostar’s New Visual and Verbal Identity

The new claim ‘Let it shine’, reflects the company’s updated brand identity, focusing on a more approachable and personable language. The visual identity has also been revamped with new fonts and a more simple graphic style.

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The Iberostar logo has also evolved. The star remains, although it now has more streamlined, graphical symbols for a more open, legible and modern logo. The color code varies in accordance with the new segments that define the Group’s hotel portfolio: turquoise for the beachfront ocean resorts; cosmos blue for the city hotels; and sage green to differentiate the Iberostar Heritage hotels. The Grand category now also has a new coral tone that will highlight these hotels in all three segments.

Oceans Project

The new Iberostar looks to commit to sustainable development, education and training for individuals and care for the seas and oceans. The company has drawn up a road map in line with the United Nations’ Sustainable Development Goals, with particular emphasis on people.
The three major lines of work included in the Oceans Project are defined as:

  • Sustainable fishing: Together with the procurement teams and kitchen consultants, the company is working to promote sustainable fishing, including only seasonal fish on its menus to boost the responsible consumption of this product.   
  • Reducing plastic pollution: Iberostar is working to reduce single-use plastic items in its hotels. The ultimate aim is to eliminate them and/or gradually introduce alternatives made from biodegradable materials.
  • Coral reef conservation and protection: Iberostar is focusing its efforts in this area on coral re-seeding initiatives, creating alliances with universities and research centers and raising awareness through educational activities targeting employees, supplier communities and other stakeholders.

For more information, visit www.iberostar.com.

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