Louvre Hotels has relaunched its four-star Golden Tulip brand, with the aim of “blurring the boundaries of work and play to create moments of surprise and delight for our guests”.
The rebrand includes a revamped logo and brand identity, based around the theme of “playful business”, which the group says was “Born out of an in-depth study of the needs and preferences of the current and next generation of travelers”.
As part of the relaunch lobby areas will be redesigned to “to foster social encounters in a flexible, technology-friendly environment”, with features including the Body Care Bar, which the group says will offer “smartly designed creative spaces that offer both intimate and social zones, along with a variety of design-led furniture and lighting that deliver functionality and comfort.
Louvre Hotels says that food and beverage outlets will get “more than just a design makeover, as Louvre sets about to transform service attitudes and deliver a superior overall experience to guests”.
A new meeting concept is also set to be unveiled, offering “atypical experiences, inspired by today’s shared workspaces”, with features including break areas designed to “add a distinctive and playful touch to business events and are perfectly suited to the work habits and lifestyle of Millennials, who appreciate a collaborative atmosphere and seek a flexible approach to work”.
Commenting on the rebrand Amine E. Moukarzel, President, Louvre Hotels Group MENA said:
“Technology and the rise of social media have changed the expectations of the modern traveller, who increasingly prefer open, dynamic and social spaces. The rebranding aims to reflect and respond to these trends, and will bring a distinctly modern vision that complements Golden Tulip’s long-standing experience in operating four-star hotels, thus helping set the brand apart from its peers.
“Design plays a crucial role in providing rich, sensory experiences to hotel guests, and our overarching aim behind this rebranding exercise is to create dynamic spaces that seamlessly blend aesthetic appeal with functionality and comfort, leading to enriching experiences and lasting memories for our guests.”
There are currently over 190 Golden Tulip properties worldwide, with new hotels featuring the rebranding set to open in Shanghai, Marseille, Aix-en-Provence and Tblisi this year.