Anantara Hotels & Resorts, part of Minor Hotels, has unveiled a reimagined brand identity, marking a milestone as the company’s portfolio surpasses 50 properties globally.

The refreshed branding builds on Anantara’s 23-year legacy.

It has now transitioned from ‘Anantara Hotels, Resorts & Spas’ to ‘Anantara Hotels & Resorts’ while Anantara Spa will continue as a standalone brand. 

The refreshed identity also comprises an updated logo and a new tagline, alongside design enhancements.

This updated Anantara logo retains its ‘Naam Jai’ water jar and traditional triangular cushions.

The visual enhancements aim to simplify the brand’s identity, aligning it more closely with its positioning in experiential luxury.

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The rebranding also introduces new identities for Anantara Spa, Designer Dining, and Spice Spoons by Anantara.  

It also encompasses improved service delivery standards and team member training programmes.  

The rollout of the new logo and visual identity has begun across Anantara’s digital assets.

Guests are expected to notice more tangible changes in service delivery and on-property experiences in the months ahead.

Minor Hotels chief commercial officer Ian Di Tullio said: “Anantara’s new visual identity and evolved experiences and concepts will redefine how guests see and interact with the brand and will elevate us to a space less cluttered by other luxury hotel brands.

“This will be underpinned by an increased focus on deeply embedded sustainability, both in terms of how we help the environment and local communities, and how guests experience our hotels and resorts.”

The rebranding coincides with recent openings in Europe, the Middle East, and Asia. 

Anantara plans to further expand its portfolio, with the brand set to enter the Indian market with the Anantara Jaipur Hotel in 2024.

Additional openings are scheduled for Bali in the fourth quarter and Zambia in early 2025.

This comes shortly after Dnata Travel Group strengthened its partnership with Minor Hotels to elevate the travel experience for customers worldwide.