Iberostar announces new strategy

Iberostar Group has presented a new international strategy, based on revamped values centred on innovation and focused on people and society in general.

The hotel group, which has more than 60 years’ experience and has properties in 35 countries, has over the last six years, invested more than 500 million euros in an ambitious acquisition and renovation plan.

As a result, 70% of its portfolio – made up of 4 and 5 star hotels – has been renovated, with particular efforts being channelled into product and service innovation and technological development.

The group will continue this strategy over the next few years with investments already allocated in the high-end hotel segment.

It has created a new brand identity in the form of a new segmentation of its hotel portfolio, a new corporate identity, and the strengthening of its commitment to sustainable development, education and training for individuals and care for the seas and oceans.

During the launch of the new Iberostar, Sabina Fluxà, Iberostar Group’s vice-chairman & CEO said: “We are all part of a large family made up of more than 28,000 employees that offers unbeatable service for the 8 million customers we welcome each year. We remain as excited and enthusiastic as when we started, because the quality of our products and the satisfaction of everyone that entrusts their holidays to us form the driving force behind everything we do. We are now taking a major step forward in what is a key development for the business, repositioning it and setting even higher standards. This strategy is accompanied by a new brand image which, under the claim ‘Let it shine’, echoes our own determination to shine and to enable our guests to shine as well”.

New segmentation

The company has reorganised the segmentation of its portfolio into three groups:

City hotels: located in the heart of leading tourist cities such as Madrid, New York, Lisbon, Barcelona, Budapest, Miami or Havana. This segment features two categories: Grand and Iberostar.

Ocean resorts: hotels in beachfront locations. This segment is divided into three categories: Grand, Selection and Iberostar.

Classic and historic hotels: This newly-created segment, known as ‘Iberostar Heritage’, comprises unique hotels with historical and cultural significance. They include hotels in the Grand and Iberostar Heritage categories.

The company will be extending its Grand category across all three segments.

New visual and verbal identity

The tagline Let it shine, reflects the company’s updated brand identity, based on a more customer-targeted language. The visual identity now has a more photographic style in which the image forms the focal point, with new fonts and a more contemporary and simple pictographic style.

The Iberostar logo now features simpler, more streamlined graphical symbols.

The colour code varies in accordance with the new segments: turquoise for the beachfront ocean resorts; cosmos blue for the city hotels; and sage green to differentiate the Iberostar Heritage hotels. The Grand category now also has a new coral tone that will highlight these hotels in all three segments.

The company has started work on introducing its new corporate identity. This will take place in several stages and will gradually be phased in at all the chain’s hotels.

Oceans Project

The new Iberostar says it is committed to sustainable development, education and training for individuals and care for the seas and oceans.

The company has drawn up a road map in line with the United Nations’ Sustainable Development Goals, with particular emphasis on people, as they are the reason behind the company’s success, as well as on the environment, and particularly the protection of seas and oceans.

During the presentation, Sabina Fluxà defined the three major lines of work included in the Oceans Project.

Sustainable fishing. Together with the procurement teams and kitchen consultants, the company is working to promote sustainable fishing, including only seasonal fish on its menus, in order to boost the responsible consumption of this product.

Reducing plastic pollution. It is working to reduce single-use plastic items in its hotels. The ultimate aim is to eliminate them and/or gradually introduce alternatives made from biodegradable materials.

Coral reef conservation and protection. Iberostar is focusing its efforts in this area on coral re-seeding initiatives, creating alliances with universities and research centres and raising awareness through educational activities targeting employees, supplier communities and other stakeholders.

More info: www.grupoiberostar.com

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