Outrigger Reef Waikiki Beach Resort

Outrigger Hotels and Resorts has made a multi-million-dollar investment in a brand revitalisation that aims to kickstart its mission to be “The Premier Beach Resort Company in the World”.

The brand refresh includes the launch of new properties, website, Outrigger.com, and a new logo, all of which aim to present a modernised and playful approach to the barefoot luxury brand.

A major investment in technology, in partnership with Rightpoint, will optimise data to deliver a personalised user experience with rich, content updated to the website daily.

“Outrigger’s brand evolution was a project two years in the making; using qualitative and quantitative data, we leaned into our beach positioning and are focused on delivering a cohesive brand experience across all platforms,” said Outrigger Hospitality Group EVP and Chief Commercial Officer, Sean Dee.

“We’re proud to share with our guests five iconic elements at every Outrigger resort: a renowned beach location, the must-see beach bar, authentic live music, signature experiences and our commitment to conservation.”

The new look guestrooms at Outrigger Waikiki Beachcomber Hotel

Over the last 18 months, Outrigger has added five premier beach resorts to its portfolio – in Hawaii, the Maldives and Thailand – and the company is investing US$250 million in its Hawaii assets, including the flagship Outrigger Reef Waikiki Beach Resort, Outrigger Kona Resort & Spa, Waikiki Malia by Outrigger and Outrigger Waikiki Beachcomber Hotel, which was previously known as Waikiki Beachcomber by Outrigger.

“Moving the Outrigger brand to the front of our hotel’s name epitomises the confidence of our ownership and the maturing of our product – fulfilling the Outrigger standards of unforgettable happenings and unparalleled hospitality on the world’s most iconic beaches,” said Outrigger Waikiki Beachcomber Hotel GM Edwin Torres.

The new, blue Outrigger icon – which features an O, symbolising the island sun, resting on an ocean wave will soon be visible throughout all properties, collateral, and logo wear.