Mandarin Oriental changes its face
The Mandarin Oriental hotel group revises its identity. A discreet but strategic change. It reveals a new vision of luxury hotels for the years to come.
A rethought identity, reaffirmed luxury
Mandarin Oriental isn’t trying to revolutionize everything. Rather, it is refining its image. The emblematic logo, the famous golden fan, remains. But it has adopted a finer, sleeker line. A way of marking evolution without betraying its heritage. This visual repositioning goes hand in hand with a clearer, more direct message. It targets an increasingly mobile clientele, more sensitive to the overall coherence of a brand.
A more coherent global strategy
This change is not limited to the logo. Mandarin Oriental is also restructuring its brand platform. The aim is simple: to harmonize the brand’s positioning around the world. The group wants to clarify its offering, reinforce its visibility, and assert its positioning in a fast-changing luxury market. This consistency is also aimed at new generations of travelers, who are looking for clearer, more impactful experiences.
From elegance to emotion
The group’s discourse shifts subtly. Less about prestige, more about emotional ties. Mandarin Oriental now claims to be a “creator of memories”. A more human approach, in line with today’s expectations. The tone of communication is becoming warmer, more personal. An evolution inspired by customer feedback and a study of current trends in emotional luxury.
A future-oriented vision
The repositioning is part of a global expansion drive. Several openings are planned, including in London and the Maldives in 2025. Mandarin Oriental is also preparing an overhaul of its digital spaces. The website is evolving, as is the content shared on social networks. The aim? Strengthen engagement and create an immersive brand experience, even before the stay.
Mandarin Oriental is not content to simply modernize its image. It is clarifying its vision, adapting its discourse and anticipating expectations. To discover other luxury brand strategies in Paris and beyond, explore our selection on parisselectbook.com.
