Minor Hotels’ Anantara group reimagines the brand as its portfolio surpasses 50 properties

Minor Hotels’ Anantara group reimagines the brand as its portfolio surpasses 50 properties
Edited by Travel Weekly

    Anantara Hotels & Resorts is marking a significant milestone with a reimagined brand identity as recent openings across Europe, Middle East and Asia have propelled the brand portfolio beyond 50 properties.

    Part of the Minor Hotels group, the Anantara 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.

    Minor Hotels COO Ian Di Tullo.

    “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,” Minor Hotels COO Ian Di Tullio said.

    “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.”

    • The reimagined Anantara identity introduces several key updates and enhancements:
    • Simplified name: Transitioning from ‘Anantara Hotels, Resorts & Spas’ to ‘Anantara Hotels & Resorts’, reinforcing the brand’s commitment to luxury accommodation worldwide. Anantara Spa will continue to exist as a standalone brand.
    • Updated logo: A contemporary evolution of the Anantara logo retains its distinctive icon – the ‘Naam Jai’ water jar and traditional triangular cushions – symbolising its roots in Thai hospitality, with a revised typographic treatment designed to balance elegance, modernity and heritage.
    • New tagline: ‘Unforgettable Journeys’ embodies Anantara’s promise to create lasting memories for guests, no matter where their journey takes them.
    • Modernised design elements: A refined colour palette and elegant typography have been developed to give the brand a more editorial look and feel, creating a simplified visual identity that enables the brand to more effectively communicate its core experiential luxury positioning.
    • Enhanced brand signatures: New identities for Anantara Spa, Designer Dining and Spice Spoons by Anantara will elevate guest experiences and enable a more cohesive Anantara brand ecosystem.
    • Refined Service Culture: Enhanced service delivery standards and team member training programs will elevate the Anantara guest experience.

    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.”

    Anantara Mina Al Arab Ras Al Khaimah Resort.

    Anantara Mina Al Arab Ras Al Khaimah Resort.

    Since its inception in 2001 with the opening of its first resort in Hua Hin, Thailand, Anantara has grown to become a 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 created distinctive experiences outside the traditional hotel space, which has necessitated the creation of a brand identity that is adaptable across a wider range of experiential 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 recently passed the 50-property milestone off the back of a run of new openings – including Anantara Koh Yao Yai Resort & Villas in Thailand, Anantara Mina Al Arab Ras Al Khaimah Resort and Anantara Santorini Abu Dhabi Retreat in UAE, and Anantara Palais Hansen Vienna Hotel.

    The Anantara portfolio will continue its global expansion in the coming months, with the brand set to make its India debut with Anantara Jaipur Hotel later in 2024, on top of new openings in Bali (Q4) and Zambia (early 2025) and beyond.

    The evolution of Anantara’s brand identity reflects this journey of growth and evolution, capturing the essence of Anantara’s 23-year legacy while embracing its expanding global footprint.

    The rebranding initiative has commenced with the rollout of the new logo and visual identity across all Anantara digital assets, with guests set to experience more tangible changes in service delivery and on-property experiences in the coming months.

    Anantara Santorini Abu Dhabi Retreat.Anantara Santorini Abu Dhabi Retreat.

    Latest News

    • Cruise

    Cruise Traveller’s new Scottish Highlands cruise tour package

    Australian small ship cruising specialist, Cruise Traveller, offers a 20-night land and sea holiday in the UK aboard the Lord of the Glens. The tiny cruise line’s 52-guest boutique vessel, Lord of the Glens, is purpose-built to explore the intricate waterways and lochs of the Scottish Highlands. It boasts a rich, traditional ambience with polished […]

    • Cruise

    Celebrity Xcel’s keel-laying ceremony in France, with 2025 inaugural sail planned

    Construction has commenced on Celebrity Cruises’ next ship, Celebrity Xcel, with a keel-laying ceremony at the Chantiers de l’Atlantique shipyard in Saint-Nazaire, France. An Edge Series ship, Celebrity Xcel will set sail in autumn 2025, with several new yet-to-be-revealed offerings. At the ceremony, Jason Liberty, president and CEO of Royal Caribbean Group (RCG), the parent […]

    • Destinations
    • Tour Operators

    Globus unveils nine new independent tours for 2025

    Coach touring brand Globus has unveiled nine new independent tours for 2025, from Bangkok to Bali and Abu Dhabi to Nepal. “With Globus Independent tours, our guests are free to enjoy the many benefits of touring, untethered and unscheduled,” APAC head of marketing, Globus family of brands (GFOB), Chris Fundell said. “Providing hand-picked hotel accommodations, […]

    • Hotels

    Mandarin Oriental Hotel Group opens Mandarin Oriental Mayfair

    The Mandarin Oriental has opened a second property in London, the Mandarin Oriental Mayfair, in the heart of historic Hanover Square. Designed by internationally renowned Rogers Stirk Harbour and Partners, the hotel is the first new build in Mayfair in over a decade. Bringing a modern architectural approach to one of London’s most storied squares, […]

    • Hotels

    Outrigger Reef Waikiki Beach Resort unveils Coral Kids Club

    On top of its US$85 million (AU$150m) transformation, Outrigger Reef Waikiki Beach Resort’s new Coral Kids Club provides an engaging activity centre for kids. Designed for keiki (children), ages 5-12, the activity centre offers daily cultural workshops with hands-on activities rooted around the Āina Guardian workbook. It was developed by Candes Gentry, co-author of Eat […]

    • Hotels

    Minor Hotels announces fourth franchised hotel

    Minor Hotels has added to its portfolio of more than 500 hotels in operation after signing Oaks Melbourne on William Suites as its fourth franchised hotel. The 220-room apartment hotel is the third Oaks property signed under a franchise model after the Oaks Toowoomba and Oaks Townsville Metropole. The proven success of these properties highlights […]

    • Destinations

    Phuket unveils cutting-edge medical facility

    Minor Hotels has announced Layan Life by Anantara, a world-class medical wellness facility that is set to elevate Phuket’s reputation as an international medical wellness destination. The new facility is set across 1,767sqm within the grounds of Anantara Layan Phuket Resort and is set to open in Q3 of this year. It offers a blend […]

    • Events

    Out West Piano Fest comes alive in Bathurst

    The three-day symphony of the senses comes back to Bathurst, at picturesque Blackdown Farm, as Out West Piano Fest returns 25-27 October. Located just five minutes away from Bathurst NSW is a pastoral heritage, art, and culture. It was also once home to Australian artist, Tim Storrier. The extensive gardens in full spring bloom offer […]

    • Attractions
    • Cruise

    Japan in Bloom with Cruise Express

    Send clients out to experience the best of the Land of the Rising Sun with Cruise Express and their Japan in Bloom expedition, a 21-night adventure. As interest in Japan hits an all-time high, Cruise Express is pleased to announce its ultimate Japanese bucket list trip. This adventure is geared for Australians wanting to tick […]

    • Road & Rail

    Explore Uzbekistan with Golden Eagle Luxury Trains

    Golden Eagle Luxury Trains presents an exclusive itinerary to Uzbekistan with ensuite cabins, a personal cabin attendant, and off-train excursions. Travelling aboard the opulent Golden Eagle train, with ensuite cabins, guests will dive deep into Uzbekistan’s spectacularly global cultural identity. A personal cabin attendant, all porterage and gratuities and all off train excursions are included […]