destination brand book

DESTINATION HOTELSBRAND BOOK

THE ROlE Of THE

DESTINATIONBRAND

W E A RE O N A CO LLEC T I V E JOU RN E Y of growth. As we seek to move forward into our next chapter, we have taken the opportunity to revisit our brand and affirm both who we are…and who we will become.

At our core, we represent a different kind of brand in the hospitality industry. One that believes in independence over sameness. One that operates with flexibility instead of rigid constraints. And one that truly champions the individuality of its properties, owners, and associates. In our efforts to strengthen the Destination Hotels brand and instill greater trust and loyalty in our guests and stakeholders,

we have remained fully committed to these principles that shape who we are at our very core. We celebrate our distinctive and diverse independent property brands as the leading stars in our collective story, and see a stronger Destination Hotels brand playing a supporting role that unites our portfolio, working harder to help each of our hotels and resorts flourish.

By working together, we’re creating a stronger brand for the future of our company. One that inspires how those around us feel. One that influences how they behave. And most of all, one that compels them to partner with us, work with us, and stay with us again and again…

6o u r g o a l s | 7o u r g o a l s |

“BUILDING AN AUDIENCE IS HARD. SUSTAINING AN AUDIENCE IS HARDER. IT DEMANDS CONSISTENCY OF THOUGHT, PURPOSE, AND ACTION OVER A LONG PERIOD OF TIME.”

B R U C E S P R I N G S T E E N

9o u r g o a l s |8o u r g o a l s |

BREAK- THROUGH GROWTH

B RE A K-T H ROUG H G ROW T H REQU I RES AC T I VAT IO N O F BUS I N ESS S T R AT EG I ES that build mutually beneficial relationships to create and capture value, fused with a brand idea that engages and inspires relevant stakeholders at key touchpoints along the journey.

1 1o u r g o a l s |1 0o u r g o a l s |

THE DESTINATION DNA

THE GUEST TRUTH

THE SPIRIT

Of OUR BRAND

+ =T H E C A PA B I L I T I E S A N D A SS E T S T H AT M A K E U S U N I Q U E LY D E S T I N AT I O N

T H E AT T I T U D E S O F A N D E X P E R I E N C E S D E S I R E D BY G U E S T S

T H E P L AT FO R M O N W H I C H W E B U I L D A P OW E R F U L B R A N D S TO RY

COMBINING WHAT WE KNOW ABOUT DESTINATION wiTH GUEST iNSiGHTS PROViDES iNSPiRATiON fOR A BRAND PlATfORM THAT iS BOTH EXECUTABlE AND RESONANT:

1 3o u r b r a n D s p i r i T |1 2o u r b r a n D s p i r i T |

E N T RE PRE N EU RI A L A N D RESOU RCE F U L from the beginning, we have built a diverse portfolio of sophisticated properties and experiences that provide guests the opportunity to discover new places and immerse in ‘local life.’ By empowering our people to build organic connections to their communities, provide warm, personal service, and create engaging moments for the people that they know best, we deliver experiences that both celebrate individuality and build a shared sense of community for the like-minded guest.

THE DESTINATION

DNA

1 5o u r b r a n D s p i r i T |1 4o u r b r a n D s p i r i T |

OU R TA RG E T GU ES T S A RE CU RIOUS about the world around them; they seek new experiences, new places, and new outlooks on life—and in doing so, they value value the expertise of those who have traveled the path before them. For these guests, a little guidance goes a long way.

They’re confident in who they are, while remaining sensible and down-to-earth. Well appointed properties and amenities matter, but not as much as genuine recognition and a warm reception.

Above all, these guests seek out and value rich, dynamic experiences at hotels and resorts that are different from the status quo.

+ THE GUEST TRUTH

1 6o u r g u e s T | 1 7o u r g u e s T |

A DES T I N AT IO N HOT E LS E X PE RI E NCE is highly distinct and always memorable. You’ll feel the location in a genuine way throughout each of our properties, and during the engaging experiences we help curate, both in and outside of them. And while we like to keep things fresh and exciting, we also know that you want your hotel to feel warm and inviting, so you can come as you are—whether at work or play—and make our destination yours.

= THE SPIRIT Of OUR BRAND

1 9o u r g u e s T |1 8o u r g u e s T |

THE INTERESTED INDEPENDENT

our br and target

W E A RE BU I LDI NG OU R B R A N D for the Interested Independent. Interested Independents are drawn to experiences that are new and enriching, yet as relaxed and inviting as they are. They’re open to wherever life might take them — both professionally and personally. They’ve already accomplished much, but look forward to the adventures that lie ahead; always seeking to explore more, do more, and live more. Each day is an opportunity to pursue their passions.

They’re finely attuned to what’s real and thrive ‘in the now.’ Deeply engaged in all they do, they value an experience that

T H E Y LOO K FO RWA R D TO T H E A DV E N T U R E S that lie ahead; always seeking to explore more, do more, and live more.

feels genuine and comfortable. True to themselves, they seek what’s unique to each place they visit, choosing authenticity over predictability —or the latest trend.

Above all, Interested Independents think of their hotel as more than a place to sleep while traveling…it’s a home base, a place of respite, an inspiration to accomplish more — and an entirely new experience in itself.

20o u r g u e s T | 2 1o u r g u e s T |

WHO WE ARE ANSWERS A KEY NEED fOR OUR GUEST

WH E N I TR AVE L , I WANT TO STAY AT A PL ACE THAT IS BOTH RE FI N E D AN D WAR MLY AUTH E NTIC . A hotel or resort that is sophisticated, but that makes it easy for me to immerse in local life, discover the destination, and a bit more about myself. I seek out hotels that are as individual as I am, but also as genuine. I want a stay experience that connects me to people and place with just the right amount of guidance. Because while travel is about getting away, it’s not about getting lost.

Most options, however, have become little more than more of the same—sacrificing discovery and originality for convention. And while shares and boutiques are unique, they are not always comfortable (or safe).

I want the best of both worlds, but it’s hard to find…

“

“

2 2 2 3o u r g u e s T |o u r g u e s T |

TRUE TO OUR PLACE, DIVERSE bY

DESIGN.

WE ARE

WE HAVE STRONG TIES TO EACH

OF OUR LOC ATIONS , and we’re dedicated to delivering hotel and resort experiences

that are immersive and real

WE LET OUR COLLECTIVE INDIVIDUALIT Y shine—united in our commitment to

making a Destination stay experience unique, memorable, and highly distinctive.

2 5O u r B r A n D p O s I t I O n I n g |24o u r b r a n D p o s i T i o n i n g |

W E S E E E V E RY HOT E L A S A GAT E WAY to experience a new destination. that’s why we offer a diverse collection of refined hotels and resorts that are individual at heart, yet connected by a commitment to drawing upon the best of each location. Always true to our place, our unique properties are in harmony with their surroundings, shaped by the local culture.

through our deep community ties and human relationships, we offer an intimate knowledge of place, and a warm invitation to stay with us and experience genuine discovery. By drawing on our many, diverse perspectives, we are designing an unparalleled travel experience.

BRAND NARRATiVE

26 2 7O u r B r A n D p O s I t I O n I n g |o u r b r a n D p o s i T i o n i n g |

WE BELIEVE TRAVEL IS AN

OPPORTUNITY TO DISCOVER

AND BE ENRICHED BY NEW PLACES; AND ENRiCHiNG

EXPERiENCES CAN ONly BE HAD By

iMMERSiNG iN wHAT’S REAl.


WE ExIST TO EMPOWER OUR GUESTS TO CONTINUALLY ExPAND THEIR WORLD THROUGH EXPERiENCES THAT ARE DiSTiNCTiVE, iMMERSiVE, AND ABOVE All, GENUiNEly TRUE TO PlACE.


B R A N D P I L L A R

AUTHENTICALLY iMMERSED

W E DO N ’ T J US T CHOOS E A S POT, we cultivate a place— each of our destinations is not just “in” a place, but “of” it. From the design of our buildings to the menus in our restaurants to the local ties of our people, we ensure that even if our guests never leave our property, they’ll still feel as if they are truly part of the place.

3 3o u r b r a n D p i l l a r s |3 2o u r b r a n D p i l l a r s |


SERVICE wiTH A STORy

W E T H I N K S E RV ICE W I T H A S TO RY is much more interesting than service with only a smile. We’re proud to represent our communities, and we let the unique personalities, histories, and points of view of our people and properties shine through. This ensures that no matter where a guest meets us, their stay will be consistently excellent in delivery, but absolutely singular in experience.

3 534 o u r b r a n D p i l l a r s |o u r b r a n D p i l l a r s |


UNSCRIPTED DiSCOVERiES

W E CU R AT E U N IQU E E X PE RI E NCES that help our guests immerse in what’s truly local, but we believe in light guidance over strict agendas. Our knowledge and expertise ensure that our guests get a genuinely local feel, but we like to leave room for them to discover a place and make it their own.

36 3 7o u r b r a n D p i l l a r s |o u r b r a n D p i l l a r s |


INDIVIDUALLY EMPOwERED

W E E M POW E R OU R PEO PLE to curate experiences true to the places that they know best, and encourage our guests to “come as they are” and make the experience their own. this commitment to individuality — from associates to guests — creates an environment in which each person’s unique journey connects to create a shared story we can all call our own.

38 3 9o u r b r a n D p i l l a r s |o u r b r a n D p i l l a r s |

OUR ViSUAl iDENTiTy

OU R N E W B R A N D POS I T IO N I NG enables us to connect with our customer in an authentic and honest way. to fully take advantage of this opportunity, we need our visual communication to represent our core brand direction and pillars. Our new brand identity and visual system is a reflection of our vision.

the refreshed Destination Hotels visual identity is a modern and approachable mark that leverages our heritage, and provides a visual language that enables consistency throughout applications in a flexible manner. Destination creates an environment in which each person’s unique

journey connects to create a shared story we can all call our own. It is proud to represent the local communities and let the unique personalities, histories, and points of view of their people and properties shine through. thus, Destination’s logo was designed to act as a window that graphically frames people, details or landscapes, in order to accentuate these local ties.

Additionally, the shadowed monogram was drawn to play with the eye and pique discovery, reflecting our guest’s innate curiosity.

40o u r b r a n D i D e n T i T y | 4 1o u r b r a n D i D e n T i T y |

TRUE TO OUR PLACE, DIVERSE bY

DESIGN.

D E S T I N A T I O N H O T E L S

42D e s T i n a T i o n h o T e l s | 4 3D e s T i n a T i o n h o T e l s |

C O N T A C T

T. ( 303) 7 99. 3830

—

10333 E As t DrY CrEEK rOAD, su I t E 450

EngLE WOOD, CO 801 12

D E S T I N A T I O N H O T E L S . C O M

destination brand book

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