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Iberostar Hotels & Resorts launches new brand strategy

Iberostar Hotels & Resorts launches new brand strategy

Majorcan company, Iberostar Group, has embarked on an exciting new phase in its international trajectory. Following an in-depth analysis and the redefinition of its identity, principles and objectives, last week, the Group presented its new strategy, based on revamped values and centered on innovation and excellence, with a tight focus on people and society as a whole.

With more than 60 years of experience and presence in 35 countries, Iberostar Group has come up with an ambitious proposal based on providing first class services aimed at guaranteeing guests’ full satisfaction. Over the last six years, the Group has invested more than 610 million dollars in an ambitious acquisition and renovation plan. As a result, 70% of its portfolio –made up exclusively of 4 & 5-star hotels– has been renovated, particular efforts being channeled into product and service innovation and technological development.

The Group will continue this strategy during the next few years with investments that will further strengthen its position in the high-end hotel segment thanks to an ongoing differentiation strategy covering four key elements: the very best locations, delicious gastronomy options, an unshakeable vocation for service, and a particular focus on people – those that make up Iberostar Group, customers, partners and society in general.

The Group’s long-standing experience, coupled with its determination to look ahead to the future with this ambitious repositioning project, has led to the creation of a brand-new identity for Iberostar. This takes the form of a new segmentation of its hotel portfolio, a new corporate identity that reflects the essence of the company and the strengthening of its commitment to sustainable development, education and training for individuals as well as care for the seas and oceans.

During the launch of the new Iberostar, Sabina Fluxà, Iberostar Group’s Vice-Chairman & CEO explained: “We are all part of a large family, made up of more than 28,000 employees, that offers unbeatable service for the eight million customers we welcome each year.” She added: “We remain as excited and enthusiastic as when we started, because the quality of our products and the satisfaction of everyone that entrusts their holidays to us form the driving force behind everything we do. We are now taking a major step forward in what is a key development for the business, repositioning it and setting even higher standards. This strategy is accompanied by a new brand image which, under the claim ‘Let it shine’, echoes our own determination to shine and to enable our guests to shine as well”.


To guarantee coherence and cohesion for Iberostar’s hotels, the company reorganized the segmentation of its portfolio into three groups:

1. City hotels: located in the heart of leading tourist cities like Madrid, New York, Lisbon, Barcelona, Budapest or Miami, for example. This segment features two categories: Grand and Iberostar.

2. Ocean resorts: hotels designed to ensure guests enjoy their holiday to the fullest in fabulous beachfront locations. This segment is divided into three categories: Grand, Selection and Iberostar.

3. Classic and historic hotels: This newly-created segment, known as ‘Iberostar Heritage’, comprises unique hotels boasting outstanding architectural elements with a special historical and cultural significance that add special charm and value. They include hotels in the Grand and Iberostar Heritage categories.

Iberostar will be extending its Grand category, characterized by its standards of luxury and elegance, across all three segments.


The new claim ‘Let it shine’, reflects the company’s updated brand identity, based on a more approachable and personable language. The visual identity has been transformed and now features a more photographic style in which the image becomes the focal point, with new fonts and a more contemporary and simple graphic style.

The Iberostar logo has also evolved. The hallmark star remains, although it now features simpler, more streamlined, graphical symbols for a more open, legible and modern logo. The color code varies in accordance with the new segments that define the Group’s hotel portfolio: turquoise for the beachfront ocean resorts; cosmos blue for the city hotels; and sage green to differentiate the Iberostar Heritage hotels. The Grand category now also boasts a new coral tone that will highlight these hotels in all three segments.

The company has started work on introducing its new corporate identity. This will take place in several stages and will gradually be phased in at all the chain’s hotels.


The new Iberostar has emerged as a result of the company’s natural evolution and reflects its underlying essence, characterized by a profound commitment to sustainable development, education and training for individuals and care for the seas and oceans.

The company has drawn up a road map in line with the United Nations’ Sustainable Development Goals, with particular emphasis on people, as they are the reason behind the company’s success, as well as on the environment, and particularly the protection of the seas and oceans.

During the presentation, Sabina Fluxà defined the three major lines of work included in the ambitious Oceans Project.

1. Sustainable fishing. Together with the procurement teams and kitchen consultants, the company is working to promote sustainable fishing, including only seasonal fish on its menus, in order to boost the responsible consumption of this product.

2. Reducing plastic pollution. Iberostar is working to reduce single-use plastic items in its hotels. The ultimate aim is to eliminate them and/or gradually introduce alternatives made from biodegradable materials.

3. Coral reef conservation and protection. Iberostar is focusing its efforts in this area on coral re-seeding initiatives, creating alliances with universities and research centers and raising awareness through educational activities targeting employees, supplier communities and other stakeholders.