The hotel industry is going through a phase of reconsolidation after coming out of a tough period during the recession. The Leading Hotels of the World has undertaken a comprehensive exercise of re-branding along with a brand new logo and a completely revamped hotel directory. The rebranding exercise is backed by a new advertising campaign that reaffirms their position of championing the independent luxury hotels that offer a unique and authentic experience. The primary tagline, ‘All Kinds of One-of-A-Kind’ seems to convey the message very effectively. There is a secondary tagline as well, ‘The World’s Largest Collection of Utterly Unique, Boldly Independent Luxury Hotels’.
As the first step of this rebranding exercise the organization had unveiled an entirely new corporate logo, the first in decades. Claudia Kozma Kaplan, LHW’s senior vice president, marketing is very happy with the new logo as it appropriately represents the revitalized, more contemporary nature of the company. The logo at the same time retains its connection to the old heritage and tradition of the company which was founded way back in 1928 and it is since then that the group is known for luxury vacations. The group has over the years enlarged its customer base by offering innovative and attractive packages like golf course discounts and LHW Leaders Club.
The Leading Hotels of the World, Ltd. is the largest luxury hospitality organization in the world, representing over 430 of the finest hotels, resorts and spas in over 80 countries. The kind of variety it offers is almost impossible to match by any other group or chain. The criteria for inclusion as a member are very stringent and only masters in the art of hospitality can hope to become part of the group. The rebranding exercise has also seen a complete overhaul of the Directory of The Leading Hotels of the World. The directory has not been just redesigned but transformed both visually and editorially.