Wharf Hotels announces a comprehensive rebranding of Marco Polo Hotels
The brand’s transformation showcases a strategic vision based on three pillars – enrich, connect and responsible
The way people travel has undergone dramatic change in recent years. In consideration of the evolving behaviour of guests, the Wharf Hotels hospitality group has unveiled its own transformation, with a rebranding of its Marco Polo Hotels that incorporates a series of new pillars: enrich, connect and responsible.
The group, which has operated in mainland China, Hong Kong and the Philippines for more than five decades, expects the rebranding to align more closely with its values and deliver an enhanced guest experience.
The rebranding comes alongside an increase in business and leisure travel, where travellers mix business trips with leisure. The trend is particularly prominent in Asia-Pacific, according to a survey of 44 industries across 72 countries published in the Global Business and Travel Association’s 2023 Business Travel Index Outlook. The study reveals that 42 per cent of business travellers in the region – a proportion that is significantly higher than in other parts of the world – added leisure days to their work trips while staying in the same hotel. The trend is expected to continue as shifts in workplace patterns and preferences converge with the desire for a greater work-life balance.
To address the growing demand for business and leisure travel in Asia, the rebranding of Marco Polo Hotels aims to inspire guests to embark on a journey of discovery.
“Today’s and tomorrow’s guests are looking for more than just a place to stay,” says Thomas Salg, president of Wharf Hotels. “They want inspiring experiences in the form of sights, sounds and tastes, both inside our hotels and out. What we set out to accomplish showcases our commitment to creating a holistic guest experience and lasting value for our stakeholders.”
The Marco Polo Hotels rebranding begins with a new visual identity characterised by a magenta colour that reflects warmth and vibrancy, while the three pillars – enrich, connect and responsible – are at the centre of the initiative.
“Enrich” emphasises aesthetics, comfort and convenience at the hotels’ restaurants, club lounges, rooms and suites. Guests can expect elevated dining experiences including collaborations with renowned culinary experts, and dining options based on themed activities. Savvy, a modern day-to-night Italian-inspired restaurant offering shared plates and local specialities, is key to this pillar, and a complement to existing culinary icons such as the award-winning Italian restaurant, Cucina at Marco Polo Hongkong Hotel and Lotus Court at Marco Polo Xiamen Hotel, which offers Cantonese and provincial specialities.
With properties across Asia including Beijing, Jinjiang and Xiamen in mainland China and Manila and Cebu in the Philippines, Marco Polo Hotels are ideally located within their host cities. The group’s second pillar, “connect”, encourages guests to discover neighbourhood cultural, entertainment, shopping and dining attractions.
For example, the panoramic Victoria Harbour, the bustling shopping and dining district of Tsim Sha Tsui, and international theatre and music productions at the Hong Kong Cultural Centre are all within walking distance of the Marco Polo Hongkong Hotel, while M+, a global contemporary arts museum is a few minutes away by car. Nestled in the Olympic business district, hotspots near the Marco Polo Parkside, Beijing include the “Bird’s Nest” stadium and “Water Cube” aquatics centre, as well as Yayuncun food street and Jinquan plaza for culinary adventures. Marco Polo Jinjiang, located in Quangzhou, a Unesco World Heritage city, is just steps away from local sights and attractions. Marco Polo Ortigas, Manila is located in the Pasig City business hub known for its walkable streets, parks and restaurants, while Marco Polo Plaza, Cebu, is situated in the upscale neighbourhood of Nivel Hills within easy reach of business, leisure, dining and shopping options.
The third pillar, “responsible”, supports a more environmentally friendly approach to travel. Six of the Marco Polo Hotels are part of the Global Hotel Alliance’s Green Collection, which aligns the hospitality industry with United Nations Sustainable Development Goals for a clean, healthy and sustainable environment.
As part of its efforts towards a greener future, the Marco Polo Hotels group is implementing more efficient energy and water initiatives across its portfolio while working to source more sustainably produced foods, including seafood and locally produced farm products. Additional initiatives include switching from one-use in-room amenities such as plastic water bottles and individual toiletries to biodegradable alternatives; working with local charities and community organisations; and developing and promoting sustainable tourism.
The comprehensive rebranding campaign, beginning with Prince Hotel in Hong Kong, and Marco Polo Wuhan in mainland China, will be introduced in stages this year and in 2025.