Modern travelers prioritize authenticity, emotional connection and cultural relevance alongside luxury. Brands like Jumeirah and Mandarin Oriental have acknowledged this shift and are going beyond mere aesthetic updates to transform their entire brand identity. We have personally worked with Playa Hotel & Resorts, they saw major growth in the luxury space with our help. In the current hospitality space it is all about bringing the narrative to life through compelling visuals and exceptional guest experiences. Which continue to strengthen their legacy, increase their overall appeal and endure connections with both new and returning guests.

In luxury, having a strong brand has always been more than just a name, but a promise. The more prominent the hotel the more guest expectations rise and competition intensifies. Rebranding becomes a necessity for hotels that are trying to stay relevant, elevate their image or reach new markets.

Rebranding gives a property the ability to polish its story and reintroduce itself to the public. It is key to refresh the brand’s visual identity, positioning, refine guest experience and create one tone of voice. When all of these components are blended the brand not only looks better, but it feels more aligned with today’s travelers.

At PIL Creative Group we have seen first hand just how much weight a strategic rebrand can carry. We worked with Playa Hotels & Resorts to elevate their brand and guest experience. From corporate identity, web design and digital/print content. We were successful with their marketing and generated revenue, today the company is publicly traded and owns and/or manages a portfolio consisting of 21 resorts and growing with our designs still being used. Playa’s laid-back sophistication and commitment to exceptional service is proof that when branding is done right, it doesn’t just look beautiful, but it enhances the way guests feel, connect and remember the experience long after they leave.

These prominent luxury hotels both recently rebranded, which allowed them to refresh their image to the public and stay iconic. Their rebrands aren’t just about looking more modern, they’re about telling a richer story through design, culture and experience. By aligning every detail with a deeper sense of purpose, both Jumeirah and Mandarin Oriental are honoring their heritage while staying firmly in step with what today’s guests truly value. 

Jumeirah recently unveiled their new brand Identity and ambitions for further growth. They refreshed their visual identity by creating a new logo that integrates Arabic calligraphy with clean, modern Roman typography and custom patterns that celebrate Arabian hospitality across all their platforms. They modernized their brand by dropping “hotels” from their name, which expands their capabilities as a luxury brand. 

They launched this rebrand loud and proud with a projection on the iconic sail of the Burj Al Arab. A global landmark and a testament to architectural brilliance, it has long been the crown jewel in Jumeirah’s portfolio and a symbol of Dubai’s bold spirit. By choosing this canvas, Jumeirah not only commanded global attention but also seamlessly wove their past achievements into their future aspirations of expansion. 

Mandarin Oriental’s rebrand is a prime example of subtle evolution. Rather than completely changing their image, they refined details across their company. The modernization of their iconic fan logo, expanding their color palette, honing in on their company culture and implementing a typeface that is both elegant and contemporary.

These changes help preserve the brand and keep it relevant in the market of luxury hotels. By staying true to their roots and elevating their visual identity, Mandarin Oriental has deepened its cultural resonance and reinforced what it’s always stood for: timeless luxury, impeccable service and providing a sense of place that feels both global and personal. Senior VP of Brand, Alex Schellenberger, explained that the refined visual identity was a natural evolution that kept them aligned with their guests’ expectations of the brand.

When it comes to luxury rebrands, it doesn’t revolve around staying current, it is about staying meaningful. As you can see from Playa Hotel & Resorts, Jumeirah and Mandarin Oriental, the most iconic hotels don’t reinvent who they are, they reimagine how they show up and present themselves to their clientele. Hotel rebrands are about creating a seamless, elevated experience that feels both intentional and effortless. One that resonates emotionally and leaves a lasting impression long after check out. It’s about creating a seamless, elevated experience that feels both intentional and effortless. One that resonates emotionally and leaves a lasting impression long after check out.