Mandarin Oriental Hotel Group will undergo a major refresh of its brand identity, the first significant update since 1985.
The luxury hotel operator is known for its celebrity-filled “I’m a Fan” advertising campaignsSkift reported that it will announce its plans for a new mobile app and a revamped loyalty program on Thursday, in preparation to more than double the global portfolio of its company by 2033.
“We have 32 hotels currently under management, and 18 projects for branded residential hotels that are already signed or in development,” said Alex SchellenbergerExclusive interview with the Global Senior Vice President, Brand.
Our CEO Laurent [Kleitman]Schellenberger said that the company’s goal is to double its portfolio.
After years of losses following the pandemic, the Hong Kong-based firm, which manages hotels from Bangkok to Boston is almost profitable again. In 2024 the Group had an EBITDA underlying of $172m and a profit of $75m, but it was still a loss due to quirks of how hotel fees and valuations are reported.
Mandarin Oriental will expand its “Fan Campaign,” a 26-year-old campaign that has seen over 50 celebrities such as Morgan Freeman, Michelle Yeoh and others as brand ambassadors.
The new campaign will be launched in September.
Schellenberger stated, “We want to know what made them fans.” “We want to know what happened to them that made them a fan… There are lots of cool, revealing, and relatable stories, anecdotes, and tips that we can share.”
The company is planning to release more storytelling and creative content.
The executive explained, “We wanted to better communicate Mandarin Oriental’s fusion between grace, tradition, entrepreneurial spirit, mastery in craft and unrivaled customer service with fans – celebrities or not – who personify its dual heritage of Eastern influences and Western influences.”
New Mobile App and an Enhanced Loyalty program
Mandarin Oriental is launching a mobile application that will integrate bookings for accommodation, restaurants, and spas with its loyalty program “Fans M.O.”
Changes to the “Fans of M.O.”:
- All real estate expenditures are now included. “Before this, only hotel stays were recognized. Schellenberger added that now, any purchases made at our restaurant, spa, or bakery will be recognized as a spend.
- Details of the program will be provided. Publication For the first time ever, members can now see their level status.
- The program will include a membership tier.
It won’t be a hotel loyalty programme that is based on points but instead will be “a recognition program” for loyal customers. You get free Wi-Fi when you join, and members can choose between two other benefits such as free breakfast or a late checkout.
Celadon Green Streamlined Logo
Updates will be made as soon as possible Mandarin Oriental The Oriental Hotel in Bangkok opened as a luxury resort in 1876. It is now celebrating its 150th year. Events themed around the anniversary will begin this fall and continue through 2026.
In the coming weeks, we will be launching a new visual identity. The logo will be simpler and remove the descriptor “Hotel Group”.
Schellenberger explained, “We are so well-known that we no longer need to tell people what we do.”
The logo is going to be simplified. The group wanted a font and logo that would look cleaner on digital screens.
The company will also introduce a new color palette for its marketing materials and property materials, which includes celadon-green. This pastel shade has a historical significance in both Bangkok and Hong Kong.
The brand’s soft black and golden signature colors will remain, especially for the fan symbol.
“Glocal” Approach
Mandarin Oriental’s expansion presents a challenge in maintaining brand consistency and preserving each property’s unique personality. Schellenberger said that about two-thirds (including stationery and collateral on site) of the brand elements would be consistent worldwide.
The remaining third will leverage each hotel’s unique identity, particularly through property-specific fans designed by local artists or designers — such as the late Vivienne Westwood’s creation for the Mayfair London location.
Schellenberger stressed that “we’re not taking a cookie cutter approach.” “Each hotel has selected or worked with a local artist or designer to create a custom fan. We will use this to express the local identities.”
Each hotel’s menus and beverages will differ to reflect its locality.
Many travel brands are increasingly looking to become lifestyle brands, extending beyond their core hospitality offerings.
Schellenberger said that Mandarin Oriental was an iconic brand and its marketing strategy is a success. However, it’s time to change the strategy.
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