The way people travel has undergone dramatic change in recent years. In consideration of the evolving behaviour of guests, the Wharf Hotels hospitality group has unveiled its own transformation, with a rebranding of its Marco Polo Hotels that incorporates a series of new pillars: enrich, connect and responsible.
The group, which has operated in mainland China, Hong Kong and the Philippines for more than five decades, expects the rebranding to align more closely with its values and deliver an enhanced guest experience.
The rebranding comes alongside an increase in business and leisure travel, where travellers mix business trips with leisure. The trend is particularly prominent in Asia-Pacific, according to a survey of 44 industries across 72 countries published in the Global Business and Travel Association’s 2023 Business Travel Index Outlook. The study reveals that 42 per cent of business travellers in the region – a proportion that is significantly higher than in other parts of the world – added leisure days to their work trips while staying in the same hotel. The trend is expected to continue as shifts in workplace patterns and preferences converge with the desire for a greater work-life balance.
To address the growing demand for business and leisure travel in Asia, the rebranding of Marco Polo Hotels aims to inspire guests to embark on a journey of discovery.
“Today’s and tomorrow’s guests are looking for more than just a place to stay,” says Thomas Salg, president of Wharf Hotels. “They want inspiring experiences in the form of sights, sounds and tastes, both inside our hotels and out. What we set out to accomplish showcases our commitment to creating a holistic guest experience and lasting value for our stakeholders.”
The Marco Polo Hotels rebranding begins with a new visual identity characterised by a magenta colour that reflects warmth and vibrancy, while the three pillars – enrich, connect and responsible – are at the centre of the initiative.
“Enrich” emphasises aesthetics, comfort and convenience at the hotels’ restaurants, club lounges, rooms and suites. Guests can expect elevated dining experiences including collaborations with renowned culinary experts, and dining options based on themed activities. Savvy, a modern day-to-night Italian-inspired restaurant offering shared plates and local specialities, is key to this pillar, and a complement to existing culinary icons such as the award-winning Italian restaurant, Cucina at Marco Polo Hongkong Hotel and Lotus Court at Marco Polo Xiamen Hotel, which offers Cantonese and provincial specialities.
