The US hospitality firm is launching a brand evolution as it continues significant growth, with the plan comprising nationwide portfolio enhancements, service training and marketing investment.
The brand refresh comes on the heels of extensive research conducted pre and post-covid (2019-2022). The data highlights key insights driving the strategic direction for the brand, with a focus on more approachable luxury positioning and personalised service that Omni can offer due to its ownership business model: owner, operator and brand. This model is designed to create a seamless and efficient environment to be able to deliver on the end-to-end guest experience.
Omni unveiled new branding including a fresh logo and visual design that pays respect to the brand’s heritage and elevated position in the marketplace. The new look and feel is a modern interpretation of the brand’s legacy and features a more contemporary and elevated aesthetic to reach a new generation of guests.
Over the next five years, Omni will focus on its vision of creating unique places and spaces, inspired by a destination with plans to invest in existing properties and new products including ground-up development and significant portfolio upgrades and reimaginations.
In 2023, Omni Tempe Hotel at ASU and Omni PGA Frisco Resort opened, with the 800-key Omni Fort Lauderdale currently under construction and scheduled to complete in Q4 2025. These ground-up builds incorporate contemporary, elevated designs paying homage to the destinations around them. Also in the pipeline is the 600-room Omni Ernest N Morial Convention Center Hotel, arriving in New Orleans in 2026.
Other key refurbishments include the US$150 m+ restoration of The Omni Homestead Resort and multimillion-dollar renovations at Omni Scottsdale Resort & Spa at Montelucia, Omni Charlottesville Hotel and Omni Parker House as well as properties in Denver, Indianapolis, Irving, Texas and San Diego, including Omni Fort Worth. Plans for expansions include the Omni Orlando Resort at ChampionsGate and Omni Mount Washington Resort.
Reflecting the brand story
Omni president, Kurt Alexander, said: “Over the last 60 years we’ve been creating elevated experiences inspired by remarkable destinations where guests connect and enjoy genuine hospitality.
“As we look to the future, we want to ensure that our customer-facing identity accurately reflects our brand’s story while highlighting the experiences we offer our guests.”