Anantara launches new brand identity

Image Courtesy of Minor Hotels
Anantara Hotels & Resorts has refreshed its visual identity, designed to elevate the luxury hospitality brand with a more elegant, pared-back approach.

Drawing upon the brand’s long legacy

The new-look branding builds upon Anantara’s 23-year legacy, and introduces several key updates and enhancements.

These will include a simplified name of ‘Anantara Hotels & Resorts’, an updated logo, new tagline, refined design elements and enhanced brand signatures. 

Ian Di Tullio, Chief Commercial Officer of Minor Hotels, the parent company of Anantara, said: “Anantara’s new visual identity and evolved experiences and concepts will redefine how guests see and interact with the brand, and will elevate us to a space less cluttered by other luxury hotel brands.

“This will be underpinned by an increased focus on deeply embedded sustainability, both in terms of how we help the environment and local communities, and how guests experience our hotels and resorts.” 

Since its inception in 2001 with the opening of its first resort in Hua Hin, Thailand, Anantara has grown to a portfolio spanning Asia, Europe, the Middle East, Indian Ocean and Africa. In recent years, it has evolved rapidly from its resort-focused roots to a presence across some of the world’s major cities. 

Anantara pushes beyond 50

A run of recent openings across Europe, Middle East and Asia has propelled the Anantara brand portfolio beyond 50 properties for the first time.

The Anantara portfolio will continue its global expansion in the coming months, with the brand set to make its India debut with Anantara Jaipur Hotel later in 2024, on top of new openings in Bali (Q4) and Zambia (early 2025) and beyond.

The evolution of Anantara’s brand identity reflects this journey of growth and evolution, capturing the essence of Anantara’s 23-year legacy while embracing its expanding global footprint.

Anantara is part of global hospitality group Minor Hotels and a member of the GHA DISCOVERY loyalty programme.

The rebranding initiative has commenced with the rollout of the new logo and visual identity across all Anantara digital assets, with guests set to experience more tangible changes in service delivery and on-property experiences in the coming months.