Anantara Hotels & Resorts, a pioneer in luxury hospitality, marks a significant milestone with its refreshed brand identity. The visual refresh takes an elegantly simple approach that highlights the unique features of each hotel – an increasingly important consideration as a series of recent openings across Europe, the Middle East and Asia brings the brand’s portfolio to more than 50 properties for the first time.
This milestone marks a remarkable milestone for the company, which opened its first international resort in the Maldives in 2005. Since then, Anantara has expanded globally and established itself as a leader in experiential luxury hospitality.
The new branding builds on Anantara’s 23-year heritage and is designed to capture the imagination of the modern traveller, while honouring the brand’s roots in experiential luxury.
Ian Di Tullio, chief commercial officer at Anantara’s parent company Minor Hotels, said: “Anantara’s new visual identity and evolved experiences and concepts redefine how guests see and engage with the brand, elevating us into a space that is not bewildered by other luxury hotel brands. This is underpinned by an enhanced focus on deeply rooted sustainability, both in terms of our contributions to the environment and local communities, and how guests experience our hotels and resorts.”
The refreshed Anantara identity introduces several significant updates and enhancements.
- Short name“Anantara Hotels, Resorts & Spas” will transition to “Anantara Hotels & Resorts”, strengthening the brand’s commitment to luxury accommodations around the world. Anantara Spa will continue to exist as a standalone brand.
- Updated logoThe Anantara logo has been modernised and updated with typography that strikes a balance between elegance, modernity and tradition, while retaining the distinctive icons of the ‘Nam Jai’ jug and traditional triangular cushion, which symbolise Thai hospitality.
- New catchphrase‘Unforgettable Journeys’ embodies Anantara’s promise to create lasting memories for its guests, wherever their journey takes them.
- Modernized design elements: A sophisticated colour palette and elegant typography were developed, giving the brand an editorial look and feel, creating a simplified visual identity that more effectively communicates the brand’s core experiential luxury positioning.
- Enhanced Brand SignatureNew identities for Anantara Spa, Designer Dining and Spice Spoon by Anantara will enhance the guest experience and deliver a more consistent Anantara brand ecosystem.
- A sophisticated service culture: Enhanced service delivery standards and team member training programs will enhance the Anantara guest experience.
Anamarija Rajkovic, global corporate, luxury and lifestyle brand head, Minor Hotels, 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 giant step forward with a refreshed visual identity to better connect with today’s discerning traveller.”
Since opening its first resort in Hua Hin, Thailand in 2001, Anantara has grown into a global leader in experiential luxury hospitality with a portfolio spanning Asia, Europe, the Middle East, the Indian Ocean and Africa. In recent years, the company has rapidly evolved from its resort-centric roots to establish presence in the heart of some of the world’s most vibrant cities, including Rome, Vienna, Dubai and Bangkok.
Anantara has also demonstrated an ability to create distinctive experiences outside of the traditional hotel space, necessitating the creation of a brand identity that could adapt to a wider range of experiential offerings, including The Vietage by Anantara luxury rail journeys through Vietnam, an intimate tented safari experience at the soon-to-open Anantara Kafue River Tented Camp in Zambia, and a growing series of international wellbeing and F&B experiences.
Anantara recently reached the milestone of its 50th hotel with a series of new openings, including Anantara Koh Yao Yai Resort & Villas in Thailand, Anantara Mina Al Arab Ras Al Khaimah Resort and Anantara Santorini Abu Dhabi Retreat in the UAE, and Anantara Palais Hansen Wien Hotel.
Anantara’s portfolio will continue to expand globally in the coming months, with new openings in Bali (Q4) and Zambia (early 2025) and beyond, as well as making its Indian debut with the Anantara Jaipur Hotel in late 2024.
The evolution of Anantara’s brand identity reflects this journey of growth and evolution, capturing the essence of Anantara’s 23-year heritage while embracing its expanding global footprint.
The rebranding effort begins with the introduction of a new logo and visual identity across all Anantara’s digital properties, and guests will see more tangible changes to their service offering and on-site experiences over the coming months.
