Hong Kong headquartered Wharf Hotels, a hospitality group with owned and managed properties in Mainland China, Hong Kong, and the Philippines, announced a comprehensive rebrand of Marco Polo Hotels.
Named after the eponymous Venetian merchant, the brand’s transformation was a strategic vision focused on addressing the evolving behaviour of guests and the addition of numerous enhancements. Located in gateway cities like Beijing, Hong Kong, Jinjiang, Wuhan, Xiamen, Cebu, Davao and Manila, the refreshed Marco Polo Hotels brand is designed to inspire guests to embark on a journey of discovery whether for business or leisure.
Commenting on the transformation Wharf Hotels President, Thomas Salg, said, “We revisited our brand to ensure the rebranding and enhancements will better reflect the ethos of our namesake and address the increase of bleisure travel in Asia Pacific. Today’s and tomorrow’s guests are looking for more than just a place to stay; they want inspiring experiences in the form of sights, sounds and tastes – both inside our hotels and out. What we set out to accomplish definitely showcases our commitment to creating a holistic guest experience and lasting value for our stakeholders.”
Corroborating industry insights and trends reveal that approximately 45% of Asia-Pacific business travellers blend work trips with leisure activities, a higher proportion compared to other regions [1]. Bleisure trips or workcations are expected to continue growing due to the demand for work-life balance, and the expectations of a modern workforce.
At the heart of the rebranding is a new series of pillars — Enrich, Connect and Responsible — that help define the essence of Marco Polo Hotels, a new visual identity, as well as a Viva Magenta brand colour to resonate with the brand’s warm, vibrant and uplifting personality.
Enrich: Providing Culinary and Unexpected Experiences
Dining guests can expect activations around collaborations, special events, and themed pursuits at the food and beverage venues throughout the group. Key to this pillar is the addition of SAVVY – a modern day-to-night restaurant offering shared plates with a focus on Italian-inspired food and local specialties – to all the hotels. In the rooms and suites, modern aesthetics and amenities, such as the Continental Club, centre around comfort and convenience to complement restful stays.
Connect: Fostering Interactions
Each of the Marco Polo Hotels properties are conveniently located in their destination, making them an ideal base for connecting with neighbourhood culinary and cultural adventures, and shopping and entertainment experiences. The hotels are also well placed for hosting meetings and social celebrations with flexible and large spaces.
Responsible: Supporting Sustainable Practices
Manifesting the brand’s commitment to health-conscious living and eco-friendly practices are biodegradable amenities, sustainable seafood sourcing, farm-to-table dining options, as well as energy and water efficient initiatives. All of these efforts, alongside community involvement, recognise the importance of social well-being and caring for the planet.
The brand’s new visual identity and colour palette will be deployed in stages to consumer-facing marketing materials and hotel collateral throughout 2024 and into 2025. The refreshed look is the beginning of a comprehensive enhancement plan, which includes the group’s first two rebranded properties – Prince Hotel, Hong Kong and Marco Polo Wuhan. Changes are expected to be progressively introduced at the other properties in the next few years, including investments in the interiors, as well as improved guest experiences.