Iberostar to Invest €700M Between Now & 2022

12 January 2018 – Expansión

Iberostar has taken a step forward to modernise its image and is maintaining its commitment to repositioning its portfolio with investment of more than €700 million between now and 2022 to improve all of its products and services.

The chain, which has been operating for more than 60 years and which has a presence in 35 countries, presented its new corporate identity yesterday under the leadership of Sabina Fluxà, the Vice-President and CEO of the Iberostar Group.

Iberostar is going to regroup its hotels into three segments – ‘city’, ‘beach’ and the newly created ‘buildings with history’ division -. Moreover, its luxury category, Grand, will be present across all three of the new segments. Under the umbrella of the new strategic concept ‘Let it shine’, the identity of the brand is going to be modernised. Moreover, it is changing its logo, corporate colours and verbal code to show the values that reflect its essence, explain sources at the company.

The company recalled that, over the last six years, it has invested more than €500 million on its acquisition and renovation plan, thanks to which 70% of its hotels have now been refurbished.

“We are a big family, with more than 28,000 employees, who offer the best service to our eight million customers every year. We are taking a big step forward: this represents a complete revolution of the business, a repositioning towards greater excellence, and we have accompanied it with a new brand image, which shows our desire to shine and make our guests shine”, said Fluxà.

Original story: Expansión

Translation: Carmel Drake