Anantara Hotels & Resorts celebrates 50 property milestone with brand refresh

22.05.2024 - 11:53 / traveldailynews.com / Ras Al-Khaimah / Vicky Karantzavelou / Mina Al-Arab

New identity for luxury hotel brand reflects global expansion, honours experiential luxury legacy.

Anantara Hotels & Resorts, a pioneering force in luxury hospitality, is marking a significant milestone with a reimagined brand identity. The visual refresh takes an elegant, pared-back approach that enables each hotel’s unique character to shine – an increasingly important consideration as a run of recent openings across Europe, Middle East and Asia propelled the brand portfolio beyond 50 properties for the first time.

The new-look branding builds upon Anantara’s 23-year legacy, and has been designed to capture the imagination of today’s travellers while honouring the brand’s roots in experiential luxury.

Ian Di Tullio, Chief Commercial Officer of Minor Hotels, the parent company of Anantara, said: “Anantara’s new visual identity and evolved experiences and concepts will redefine how guests see and interact with the brand, and will elevate us to a space less cluttered by other luxury hotel brands. This will be underpinned by an increased focus on deeply embedded sustainability, both in terms of how we help the environment and local communities, and how guests experience our hotels and resorts.”

Ian Di Tullio, Chief Commercial Officer of Minor Hotels.

The reimagined Anantara identity introduces several key updates and enhancements:

AnaMarija Raickovic, Minor Hotels Global Head of Corporate, Luxury and Lifestyle Brands, 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 significant step forward, refreshing its visual identity to better connect with the discerning modern traveller.”

Since its inception in 2001 with the opening of its first resort in Hua Hin, Thailand, Anantara has grown to become a global leader in experiential luxury hospitality, with a portfolio spanning Asia, Europe, the Middle East, Indian Ocean and Africa. In recent years, it has evolved rapidly from its resort-focused roots to boast a presence in the heart of some of the world’s most vibrant cities, including Rome, Vienna, Dubai and Bangkok.

Anantara has also demonstrated the ability to create distinctive experiences outside the traditional hotel space, necessitating the creation of a brand identity that is adaptable across a wider range of experiental offerings. These include luxury rail journeys through Vietnam on The Vietage by Anantara, and intimate tented safari experiences at the upcoming Anantara Kafue River Tented Camp in Zambia, and a growing suite of international wellbeing and F&B experiences.

Anantara Mina Al Arab Ras Al Khaimah Resort.

Anantara recently passed the 50 property milestone off the