Update on Global Relaunch of the Delta Hotels Brand
The integration of Delta Hotels into the Marriott International portfolio has been a successful effort over the past year. As previously communicated, as part of this effort, we have been working to define and sharpen the Delta Hotels’ brand positioning and message.
After months of work in partnership with the creative agency, Flamingo, we are now ready to share the new positioning and identity work that will re-launch Delta Hotels by Marriott as a global brand strategically aligned to compete with DoubleTree by Hilton, Crown Plaza, Embassy Suites and Radisson.
We are looking to bring to life the streamlined, focused vision for this unique brand – what we are calling internally “The Bare Maximum,” to deliver a hotel experience that provides guests with the best of what they need and nothing they don’t want.
Logo
As you may have seen, we unveiled the new Delta Hotels logo in advance of the ALIS conference in January of this year. The new logo, which includes the Marriott name, will signal a global relaunch of the brand, reflect its new clearer and stronger positioning in the market, and elevate the identity of the brand with a more contemporary look and feel. Adding the Marriott endorsement to Delta Hotels will enable customers to quickly recognize the brand as a member of the Marriott International family of brands.
Supporting Documentation
The Delta Hotels brand page on MGS will house several documents that bring to life the streamlined, focused vision for this unique brand.
- Brand Book – overview of Delta Hotels’ strategy
- FAQ Sheet – answers to frequently-asked questions
- Marketing Timeline – key dates & milestones for the rollout
Global Expansion
We recently launched the expansion of the brand into the U.S. with the Delta Orlando Lake Buena Vista hotel, which is scheduled to open on April 21, 2016. We are also in advanced discussions to develop additional hotels in the U.S. & Canada and have received inquiries regarding the possible conversion of more than 80 hotels globally to the Delta Hotels brand. We look forward to bringing new hotels into the brand in order to increase brand awareness and further solidify the brands’ position in the upscale full-service tier.
If your team has any questions, please reach out to the Delta Hotels’ Global Brand Management lead, Greg Durrer. Many thanks for your continued support.
