Outrigger reveals brand revitalization

Celebrating 75 years of island hospitality, Outrigger Resorts & Hotels has revealed a comprehensive brand revitalization in alignment with its mission to be “The Premier Beach Resort Company in the World.”

“Outrigger’s brand evolution was a project two years in the making; using qualitative and quantitative data, we leaned into our beach positioning and are focused on delivering a cohesive brand experience across all platforms,” said Sean Dee, EVP/chief commercial officer, Outrigger Hospitality Group. “We’re proud to share with our guests five iconic elements at every Outrigger resort: a renowned beach location, the must-see beach bar, authentic live music, signature experiences and our commitment to conservation.”

The strategic direction incorporates a multimillion-dollar technology stack—most notably, the all-new Outrigger.com website, which brings to life Outrigger’s beach resort product in a digital format. Developed in partnership with Rightpoint, the data-driven and dynamic website uses the Optimizely platform to deliver a personalized, best-in-class user experience with rich, compelling content updated daily, the company reports.

In the last 18 months, five beach resorts have been added to the Outrigger portfolio—one in Hawaii, one in the Maldives and three in Thailand. The company has earmarked $250 million to reinvest in its Hawaii assets, including the flagship Outrigger Reef Waikiki Beach Resort, Outrigger Kona Resort & Spa, Waikiki Malia by Outrigger and Outrigger Waikiki Beachcomber Hotel.

As part of the brand revitalization, the name of Hawaii’s first and only craft hotel—Waikiki Beachcomber by Outrigger—has transitioned to Outrigger Waikiki Beachcomber Hotel.

“Moving the Outrigger brand to the front of our hotel’s name epitomizes the confidence of our ownership and the maturing of our product—fulfilling the Outrigger standards of unforgettable happenings and unparalleled hospitality on the world’s most iconic beaches,” said Edwin Torres, GM, Outrigger Waikiki Beachcomber Hotel.

Guests will also start to see the new Outrigger icon throughout its properties, collateral and logowear. Because watching the sunrise and sunset over the sea is an integral part of a beach vacation—the Outrigger “O” is akin to the warm island sun, resting on an ocean wave.