Omni Hotels & Resorts is launching a brand evolution as it continues significant growth comprised of nationwide portfolio enhancements, service training and marketing investments. Driven by Omni president Kurt Alexander, the announcement marks the first major shift in visual identity in more than a decade.
“Over the last 60 years we’ve been creating elevated experiences inspired by remarkable destinations where guests connect and enjoy genuine hospitality,” Alexander said in a statement. “As we look to the future, we want to ensure that our customer-facing identity accurately reflects our brand’s story while highlighting the experiences we offer our guests.”
The brand refresh comes on the heels of research conducted from 2019 to 2022. The data highlights key insights driving the strategic direction for the brand, with a focus on more approachable luxury positioning and personalized service that Omni leadership felt the company could offer due to its business model as owner, operator and brand.
“We put guests at the center by offering experiential offerings that are locally relevant such as our annual Fish-to-Fork culinary event in Amelia Island, Fla.,; Cowtown Unplugged music series in Fort Worth, Texas; and The National Gingerbread House Competition in Asheville, N.C.," Alexander said. "We meet the needs of our customers because we control each and every touchpoint and are committed to providing an exceptional guest experience."
Portfolio Enhancements & Upgrades
Over the next five years, Omni remains focused on its vision of creating unique places and spaces, inspired by a destination with plans to invest in existing properties and new product including ground-up development and significant portfolio upgrades and reimaginations, according to the company.
In 2023, Omni Tempe Hotel at ASU and Omni PGA Frisco Resort have opened doors, with Omni Fort Lauderdale currently under construction. These ground-up builds incorporate contemporary, elevated designs paying homage to the destinations around them.
Other key refurbishments include the more than $150 million restoration of The Omni Homestead Resort and multimillion-dollar renovations at Omni Scottsdale Resort & Spa at Montelucia, Omni Charlottesville Hotel and Omni Parker House as well as properties in Denver; Indianapolis; Irving, Texas; and San Diego. Plans for expansions include the Omni Orlando Resort at ChampionsGate and Omni Mount Washington Resort.
Omni has invested millions in the past year with a focus on associate training programs and elevating brand standards to include a reimagined Select Guest loyalty program that launches in early 2024. The results have yielded a steady trend upward in guest satisfaction scores exceeding pre-COVID levels.
New Branding & Marketing
To support the brand’s story and growth trajectory, the company has unveiled new branding including a new logo and visual design that pays respect to the brand’s heritage and elevated position in the marketplace. The new look and feel is a modern interpretation of the brand’s legacy and features a more contemporary and elevated aesthetic to reach a new generation of Omni guest.
The brand also launched a new multichannel marketing campaign—Experiences Matter Here—including a new website, dynamic video and photography.