share
by Matt Alderton | September 30, 2015
The Luxury Collection has launched the first phase of an "identity overhaul," the focus of which will position the brand as an expert in experiential luxury, brand owner Starwood Hotels & Resorts Worldwide announced last week.

Comprising more than 90 independent luxury hotels and resorts in 35 countries, the revamped Luxury Collection brand includes a new logo designed to connote a "stamp of excellence" in a letterpress typeface inspired by an engraving stone. A new website, brand collateral, and hotel signage will follow in 2016. 

In the meantime, The Luxury Collection has embarked on its first comprehensive advertising campaign since 2011. The $4 million effort includes both print and digital advertisements showcasing member hotels in the same frame as their destination, along with the tagline, "Hotels That Define the Destination." For instance, Excelsior Hotel Gallia in Milan is captured through the historic Milano Centrale railway station; the Spanish Marques de Riscal is photographed from the bell tower of the 16th century Church of San Andres; and Hotel Imperial is shot through the window of a local trolley passing through Vienna's famous Ringstrasse.

"Our goal with this campaign is to illustrate how our hotels are true representations of their destinations and to celebrate our guests as storytellers, collectors, and explorers," Hoyt H Harper II, global brand leader, The Luxury Collection Hotels & Resorts, said of the ad campaign.

Finally, Starwood is capping off the brand reboot with a $700 million investment in expanding and improving the brand's global portfolio; it will surpass 100 hotels by the end of the year, at which point it will be the world's largest luxury hotel brand, according to Starwood.

"This marks a milestone year for The Luxury Collection brand, with a robust pipeline of global growth and an increasing demand from owners who find tremendous value in partnering with us," Harper continued. "So there couldn't be a better time to introduce a new brand identity capturing the demand for true experiential luxury."