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Outrigger tweaks mid-tier Ohana brand

Ohana Outrigger palm tree logoOutrigger Enterprises Group has rebranded its Ohana Hotels and Resorts to Ohana Hotels by Outrigger, representing the company’s mid-tier, off-beach leisure brand with the brand promise of ‘Local hospitality and convenience in paradise’.

The new name and logo is part of Outrigger’s overall corporate brand strategy introduced last year when the company launched its premier global beachfront brand, Outrigger Resorts, and wrapped its collection of Hawaii resort condominiums into Hawaii Vacations Condos by Outrigger.

Outrigger says today’s (Mar 18) announcement of the rebranding of Ohana Hotels by Outrigger continues the company’s efforts to align its global portfolio, as well as solidify and build upon the company’s position in the hospitality industry.

“The transition to Ohana Hotels by Outrigger allows our guests to more easily recognize the brand as part of the Outrigger Hotels and Resorts portfolio and associate this with our global focus on providing unique, culturally authentic vacation experiences,” said Sean Dee, Executive Vice President and Chief Marketing Officer for Outrigger Enterprises Group.

“We are confident this endorsement will provide benefits for both our guests and travel partners.”

The strategic change assures guests that the world-class hospitality Outrigger is known for also extends to Ohana Hotels by Outrigger. In addition, the Ohana brand’s increased accessibility and visibility through Outrigger’s many traditional and online marketing channels will have a positive impact on guests and travel partners.

Ohana Hotels by Outrigger is part of the Outrigger Enterprises Group family. The Ohana brand was created in 1999 for travellers seeking quality accommodations at mid-level pricing. Owned by Hawaii’s oldest and largest hospitality company, the Ohana brand provides guests with local expertise and a friendly staff. There are two Ohana properties in Waikiki, both conveniently located close to popular visitor attractions and beaches. With the Ohana rebranding, the properties will now be called Ohana Waikiki East by Outrigger and Ohana Waikiki Malia by Outrigger.

Outrigger Enterprises Group’s highly successful brand strategy has enabled the company to market and manage properties through a growing number of hospitality industry partnerships. By working with each partner, Outrigger Enterprises Group maximizes market potential by implementing the most effective and profitable brand strategy for each development.

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