Last updated: 01:00 AM ET, Fri July 10 2015

Destination Hotels Unveils New Look, Features, Partnerships

Hotel & Resort | Ryan Rudnansky | July 10, 2015

Destination Hotels Unveils New Look, Features, Partnerships

Photo courtesy of Terranea Resort in Rancho Palos Verdes, California

Destination Hotels, one of the largest operators of upscale and luxury independent hospitality properties, revealed a new look on Thursday, while also introducing new programming and partnerships.

The Denver-headquartered company unveiled a new website, logo, signature touchpoints and partnerships.

New branded visual touchpoints include a new website homepage, advertisements, property placards, room keys, property letterhead, in-room videos, property brochures, social media and third-party media. Each luxury property in Destination Hotels’ collection will have a different look, complete with a new co-branded logo.

The new Destination Hotels website will use the Sitecore Platform, which helps improve the user experience versus just managing content. Users will now see more personalized content, based on their browsing activity and preferences.

The site will also integrate video and social media, and host a new blog called “Go | See | Do.” The new blog will feature guest bloggers and evergreen content that highlights each destination within the Destination Hotels portfolio, including a “2 Days” Local’s Guide series.

On top of that, the site will feature a vacation rental booking engine which will allow guests to book individual units at any of Destination Hotels’ participating vacation residences.

Coming soon, Destination Hotels will reveal three new signature touchpoints, further differentiating the brand and providing customers with authentic, personal experiences.

Destination Hotels also has several partnerships it will reveal soon, aimed at improving the guest experience. This comes after the brand announced last month its partnership with NEST Fragrances to offer in-room amenities to guests.

Later this year, Destination Hotels will introduce its new mobile app.

“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, via a release. “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,” added 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.”    

Over the past 12 months, the company did a bit of research about its customers to sharpen its look. That included identifying some characteristics generally shared among its target guests; namely, Destination Hotels guests are comfortable with who they are, unafraid to take the path less traveled, value experiences that champion individuality, value the destination as much as the hotel itself, and seek a warm environment to match their sociable, friendly and down-to-earth attitude.

Destination Hotels is launching a special offer across its portfolio in line with its new look. “Your Vacation Our Destination” allows guests to create a getaway that’s tailored to their preferences. Based on length of stay, guests will earn “welcome credits” that can be used toward hotel restaurants, poolside cocktails, spa treatments, rounds of golf and in-room amenities. Book during the “Your Vacation, Our Destination” promotion and receive $50 in welcome credits for a two-night stay; $100 for a three night stay; $200 for a four night stay; and $300 for a five night stay.

Since being founded in 1973, Destination Hotels has grown to become the third-largest hospitality management company in the United States, with over 40 independent, luxury and upscale hotels, resorts and golf clubs, including the acclaimed Terranea Resort in Rancho Palos Verdes, California; Stowe Mountain Lodge in Vermont; and Eden Roc Miami Beach.

The company focuses on four brand pillars: authentic immersion, service with a story, unscripted discoveries and individual empowerment.


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