Outrigger earmarks US$250 million for asset upgrade

Pictured: the renamed Outrigger Waikiki Beachcomber Hotel.
Outrigger Resorts & Hotels has undertaken a brand revitalisation in alignment with its mission to be ‘the premier beach resort company in the world’.

Drawing hues from the sea, sand and sky, the brand’s new colour palette is designed to be fresh, bright and natural. 

Beach positioning

Outrigger’s brand evolution was a project two years in the making, said Sean Dee, EVP and chief commercial officer for Outrigger Hospitality Group: “Using qualitative and quantitative data, we leaned into our beach positioning and are now focused on delivering a cohesive brand experience across all platforms.

“We’re now 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.”

Hawaii refreshment

The company has earmarked US$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, which is said to have more enhancements on the horizon.

As part of the brand revitalisation, the name of Hawaii’s first and only craft hotel – Waikiki Beachcomber by Outrigger – has been changed to Outrigger Waikiki Beachcomber Hotel.

Maturing product

With its central location, Outrigger Waikiki Beachcomber Hotel draws inspiration from local artisans who are integral to its interior design and modern Waikiki theme.

The hotel’s general manager, Edwin Torres, said: “Moving the Outrigger brand to the front of our hotel’s name epitomises 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.”