In response to a study of the needs and preferences of the current and next generation of travelers, LHG will completely revamp the Golden Tulip logo, design guidelines and positioning strategy to reflect the hospitality group's "New Basics" for future hotels.
The group's newfound "playful business" philosophy will extend to the renovations of all interior spaces, such as the lobby, food and beverage concepts, rooms, suites and meeting and conference spaces.
"The rebranding is aimed at blurring the boundaries of work and play to create moments of surprise and delights for our guests," said Amine Moukarzel, president of Louvre Hotels Group MENA. "Technology and the rise of social media have changed the expectations of the modern traveler, 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."
The updated lobbies will feature the Body Care Bar, social meeting zones with new furniture and lighting and food and beverage outlets.
Meeting and conference areas will include a shared-work space concept, high-speed internet, the latest technology and audio-visual equipment and break areas.
"Design plays a crucial role in providing rich, sensory experiences to hotel guests, and our overarching aim behind this re-branding 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," Moukarzel added.
The Golden Tulip brand operates more than 190 hotels worldwide, and the company says it is expanding internationally. The company plans to open hotels with the new brand model in Marseille, Aix-en-Provence, Shanghai and Tbilisi this year.
Of the more than 35 hotels in the MENA region, several existing locations will undergo renovations with the new brand scheme. New properties in the pipeline are situated in Dubai, Muscat and Algiers.