Oberoi Hotels & Resorts unveiled a new identity and marketing strategy focused much less on their physical properties and much more on the experiences they offer.
It's just the latest in the growing movement by luxury hotels to create campaigns featuring short videos, stories and people who personify the modern luxury traveler and things like personal interactions, culture and local experiences.
As part of Oberoi's revamp, it also launched a new logo, the Oberoi Sun, which it says "translates the warmth, energy and sense of well-being that our guests experience."
The words "Heart. Felt." circulate in the new digital logo. They were added, the company says, "to explain the way guests describe their Oberoi experience and form the central pillar of the brand strategy and communication program."
"For all of us at Oberoi Hotels & Resorts, our guests come above everything else," said. P.R.S. Oberoi, executive chairman of the Oberoi Group. "... With a deep belief and commitment to our guests, we thought who better to guide us into the future than our guests, initiating an exciting journey of brand rediscovery for Oberoi."
As part of the rebranding, Oberoi also launched a revamped website and short film that aims to capture the Oberoi Experiences, from its beach and mountain properties to those on remote lakes and in bustling cities.
The campaign is in the same vein of other new marketing campaigns that tell guest rather than property stories.
Ritz-Carlton, for example, last year launched a competition in partnership with Hearst Magazines called "The Stay," which sought emerging writers and directors to submit screenplays that would set the scene for a take on "what happens next" after two actors enter a bustling Ritz-Carlton hotel lobby, check in and are shown up to their suite.
In 2017, Rosewood introduced still shots and short videos featuring "The Rosewood Regulars," whom the brand described as "an eclectic and sophisticated group of musicians, fashionistas, families, and culture mavens that represents the brand's most trusted clientele and today's modern traveler, who considers experiences to be their most precious commodity and whose wealth is measured in freedom."
Belmond used a similar strategy with its "Art of Belmond" campaign, which focused on service and the golden age of travel and included quirky social media posts, print ads and "The Art of Savoir Vivre" series of short films that followed a stylish cast of global jetsetters at the Belmond Hotel Cipriani, Belmond Copacabana Palace and Venice Simplon Orient Express.