Jin Jiang-owned Louvre Hotels Group has announced it is investing in the renovation and re-launch of the Golden Tulip brand in the Middle East and North Africa to make it more lifestyle oriented. The initiative involves a complete revamp of the logo, design guidelines and positioning strategy as Louvre creates a “New Basics” for the hotels of tomorrow.
With more than 35 hotels in the MENA region, Louvre has several existing properties set to undergo renovation toward the new-age branding, while new-build, new-look hotels have already been identified for Dubai, Muscat and Algiers.
Born out of an in-depth study of the needs and preferences of the current and next generation of travelers, Golden Tulip’s new brand identity – based around the theme of ‘playful business’ – has spurred a set of new design principles to create social hubs and creativity platforms and environments.
This philosophy extends to all interior design spaces such as the lobby, food and beverage concepts, rooms and suites, as well as the meeting and conference rooms.
“The rebranding is aimed at blurring the boundaries of work and play to create moments of surprise and delight for our guests,” said Amine Moukarzel, president, Louvre Hotels Group MENA. “Technology and the rise of social media have changed the expectations of the modern traveler, who increasingly prefer open, dynamic and social spaces.”
Designed to foster social encounters in a flexible, technology-friendly environment, the refreshed lobby areas will feature unique elements such as the Body Care Bar, which offers both intimate and social zones, along with a variety of design-led furniture and lighting. The new design approach will integrate the lobby with the food and beverage outlets and reduce the barriers between guests and staff with larger, open spaces.
The food and beverage outlets will get more than just a design makeover, as Louvre sets about to transform service attitudes at revamped dining concepts.
Golden Tulip will also unveil a new meeting concept that is inspired by today’s shared workspaces. Equipped with high-speed Internet and the latest in technology and audio-visual equipment, a highlight of the new meeting and conference rooms will be the ‘breaks’ areas, which are designed to add a playful touch to business events and are suited to the work habits and lifestyle of Millennials.
The Golden Tulip brand operates more than 190 hotels worldwide with new hotels in Marseille and Aix-en-Provence, France, as well as Shanghai and Tbilisi, Georgia, all set to open with the new branding before the end of this year.