Iberostar Hotels Rolls Out New Hotel Categories
by Jessica Montevago
Outline of the new segmentation strategy. Photo: Iberostar Group
Iberostar Hotels and Resorts’ launched a new brand strategy this week, including a redesigned logo and colors to identify three new hotel groups: city hotels, ocean hotels and classic and historic hotels, the latter under the name of “Iberostar Heritage.”
City hotels will be located in the heart of major cities, including Madrid, Manhattan, Miami, and Barcelona. This group features two categories: Grand and Iberostar.
The following group, Ocean resorts, are beachfront locations. This segment is divided into three categories: Grand, Selection and Iberostar.
The newly-created Classic and Historic hotels group, or “Iberostar Heritage,” is comprised of unique hotels with a special historical and cultural significance. They include hotels in the Grand and Iberostar Heritage categories.
Iberostar will also be extending its Grand category, characterized by its standards of luxury and elegance, across all three segments.
Over the past six years, the Spain-based company has renovated 70 percent of its portfolio, made up of four- and five-star hotels.
