Destination Hotels & Resorts

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Challenge
Destination Hotels & Resorts, a subsidiary of Lowe Enterprises, is an industry leader in managing and marketing mid- to luxury level independent properties, a number of which were with previous major hotel and resort brands. 

After a thorough review of its marketing strategy, Destination Hotels & Resorts realized a new brand identity was needed to better integrate their diverse portfolio. The brand identity would have to work across properties ranging from luxury Hawaiian condos to Aspen getaways, an iconic New York hotel, a historic resort in Yosemite and many other distinct U.S. properties.

The challenge was to create an identity that would appeal to a broad range of upscale/mid-market travelers as well as resonate with a new generation of travelers and be distinctive against the competition.

Solution
We did a brand assessment that determined unwillingness of each property’s general manager to use existing corporate brand standards.

They felt the current identity was difficult to use in conjunction with their property’s identity and did not compliment each resort’s unique attributes.

New brand positioning was developed, with the brand promise that Destination Hotels & Resorts is a shining example of quality and value in the industry. The “D-Sun” solution acts as an umbrella endorsement to each individual property’s own identity system, while clearly conveying the primary brand’s core message through a bold icon, color palette and clean, un-cluttered feel. 

Brand guidelines were developed to support a variety of applications, from collateral to signage, advertising and web marketing. The new identity portrayed a message of accessible luxury and the final brand standards were enthusiastically accepted at both the corporate and property levels.

Results
Today Destination Hotels & Resorts has grown to become consistently ranked as one of the top ten hospitality management companies in the country (ranked by Hotel Business Magazine).