Wharf Hotels unveils new branding for Marco Polo Hotels
Located in gateway cities like Beijing, Hong Kong, Jinjiang, Wuhan, Xiamen, Cebu, Davao and Manila, the Marco Polo Hotels brand takes its name from the Renaissance Era explorer
Wharf Hotels announced a comprehensive rebrand of Marco Polo Hotels in light of its strategic vision focused on addressing the evolving behaviour of guests in the region.
Located in gateway cities like Beijing, Hong Kong, Jinjiang, Wuhan, Xiamen, Cebu, Davao and Manila, the Marco Polo Hotels brand takes its name from the Renaissance Era explorer who was the first European to present the world with a comprehensive look at the culture of the Far East.
Wharf Hotels kept this in mind during the rebranding exercise, so the revitalised Marco Polo Hotels identity is designed to inspire guests to embark on their own journeys of discovery whether for business or leisure.
Wharf Hotels president Thomas Salg said of the transformation: “We revisited our brand to ensure the rebranding and enhancements will better reflect the ethos of our namesake and address the increase of bleisure travel in [the] Asia Pacific.
“Today’s and tomorrow’s guests are looking for more than just a place to stay; they want inspiring experiences in the form of sights, sounds and tastes – both inside our hotels and out. What we set out to accomplish definitely showcases our commitment to creating a holistic guest experience and lasting value for our stakeholders.”
At the heart of the rebranding is a new series of pillars (Enrich, Connect, and Responsible) which define the essence of Marco Polo Hotels, a new visual identity, as well as a Viva Magenta brand colour to resonate with the brand’s warm, vibrant and uplifting personality.
The brand’s new visual identity and colour palette will be deployed in stages to consumer-facing marketing materials and hotel collateral throughout 2024 and into 2025.
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