PHOTO: Castaway Island (courtesy Outrigger Enterprises Group)
Outrigger Enterprises Group celebrated its Founders Day on Monday by announcing the launch of the new Outrigger Resorts brand, a dedicated beachfront brand that will focus on delivering authentic experiences, beachfront bars, spas and club lounges across the world.
The brand-which includes its existing properties in Hawaii, Australia, Fiji, Guam, Thailand, Mauritius and the Maldives-has plans to expand into China, Vietnam and beyond throughout Asia-Pacific and the Indian Ocean.
"Our goal is to be known as the premier beachfront resort brand in the world," said David Carey, president and chief executive officer, Outrigger Enterprises Group, via a press release. "I'm proud to be making this announcement today - Outrigger's Founders Day - because this refreshed brand strategy and vision was born from more than 67 years in the hospitality industry. We know beachfront destinations, and have the experience to do it better than anyone else. Our guests will be able to rediscover Outrigger with authentic localized experiences in iconic destinations, paired with unmatched hospitality. Outrigger is an exceptional experience where 'Local Culture Meets World-Class Hospitality.'"
Sean Dee, executive vice president and chief operating officer of Outrigger Enterprises Group, said that the formation of the Outrigger Resorts brand furthers Outrigger's longstanding commitment to the local people, from Hawaii to the Maldives.
While expansion into China and Vietnam should be beneficial to Outrigger in terms of catering to the ever-important Asian traveler, Dee said that the inclusion of such countries has more to do with Outrigger's longtime relationship with Asian cultures, starting with Japanese in Hawaii. The fact that Outrigger has been working with Japanese for decades will only make the expansion to Asian countries more seamless. Outrigger may also have a leg up on the competition when it comes to servicing the Asian traveler, given some companies are just beginning to include Asian cultures into their plans while Outrigger has been doing it for years.
Dee said that Outrigger also included such destinations because of their reputation of having some of the world's greatest beaches and beach experiences.
Outrigger's first hotel was opened in September 1947 by founders Roy and Estelle Kelley. Now, Outrigger operates 15 full-service resorts in seven countries, with plans to debut two to four additional Outrigger Resorts every year over the next decade.
All Outrigger Resorts are modeled after Ke 'Ano Wa'a, or "The Outrigger Way," a standard of hospitality that is designed to ensure the company fully understands and pays tribute to the local host cultures. Developing authentic cultural programs and amenities are part of this dedication to the locals.
In addition to focusing on authentic local experiences, Outrigger Resorts will also unveil new beachfront bars, spas and an exclusive club lounge called Voyager 47 at all of its existing and future properties in the next few years.
The upcoming beachfront bars will draw inspiration from Duke's Waikiki at the Outrigger Waikiki Beach Resort in Hawaii and the Sundowner Bar and Grill at the Outrigger on the Lagoon, Fiji.
The award-winning Bebe Spa at the Outrigger on the Lagoon, Fiji and Navasana Spa at the newly-opened Outrigger Mauritius Resort and Spa will both serve as models for new spas across the Outrigger Resorts brand in the coming years, boasting indigenous ingredients and techniques and premier spa products.
Voyager 47, commemorating the year Outrigger was founded, will feature luxurious furnishings, iconic views and top-of-the-line amenities. The rebranding effort will start with Outrigger Laguna Phuket Beach Resort in Thailand, Outrigger Mauritius Resort and Spa and Outrigger Guam Resort before Voyager 47 club lounges are featured in all Outrigger Resorts in the years to come.
Outrigger has also updated its logo-featuring the company's trademark Outrigger canoe-and unveiled a new color palette with ocean blues, tans and browns to highlight the spectacular natural environments surrounding its properties.
The company's new marketing campaign, "Find Out. Find Outrigger," is developed around the unique stories that spawn from each Outrigger property. The campaign features local hosts from around the world and destination photography.
"With our brand revitalization, we are creating a solid foundation that will help fuel our future growth and build upon Outrigger's position in the hospitality industry," Carey said. "As Outrigger has expanded to nearly 11,000 rooms at more than 40 properties worldwide, we have continued to stay true to our roots and the family-run business ideals on which we were founded. The just announced acquisition of the Outrigger Konotta Maldives Resort project, the recent openings of Outrigger Laguna Phuket Beach Resort in Thailand and Outrigger Mauritius Resort and Spa, and the recently purchased Outrigger on the Lagoon, Fiji and Castaway Island, Fiji resorts all are part of the new standard that all future Outrigger Resorts will embody as we grow."
With the launch of Outrigger Resorts, Outrigger's 15 resort condominium properties on Oahu, Maui, Kauai and Hawaii Island will also form a new brand: Hawaii Vacation Condos by Outrigger. The vacation apartments or villas are designed for families and groups of friends traveling together.
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