How Marco Polo Hotels' rebrand resonates with the rise of 'bleisure' travel

The recent rebranding of Wharf Hotels’ Marco Polo Hotels reflects the company’s effort to align with modern traveller preferences and the rise of “bleisure” travel, which combines business and leisure.

According to a study by business travel and meetings firm Global Business Travel Association, nearly half of the APAC-based business travellers (45%) blend work with leisure.

These individuals seek accommodations that provide a blend of work-friendly and leisure-oriented features, valuing comfortable spaces for productivity alongside soothing environments for relaxation, said Holger Jakobs, vice president of sales and marketing, Wharf Hotels, during an interview with MARKETING-INTERACTIVE.

Unveiling the new brand identity

The rebrand features a new visual identity and the addition of a vibrant Viva Magenta colour to resonate with the brand’s warm, vibrant, and uplifting personality. The visual transformation will be gradually rolled out across Marco Polo Hotels’ marketing materials throughout 2024 and into 2025.

Moreover, the rebranding has introduced a new set of pillars— “Enrich”, “Connect”, and “Responsible”—that define the essence of Marco Polo Hotels, said Jakobs. “They are our fundamental key strengths, or elements that reinforce or enhance the central concept of ‘who we are,’” he added.

It was important for us to reflect the adventurous spirit of our namesake, and deliver not just comfortable accommodations, but also provide inspiring experiences at our hotel destinations.

The refreshed look marks the start of a comprehensive enhancement plan, featuring the group’s first two rebranded properties, including Prince Hotel, Hong Kong, and Marco Polo Wuhan. Additional changes, including interior investments and improved guest experiences, will be gradually implemented at other locations over the next few years.

Done in collaboration with global marketing agency TEAM LEWIS, the rebrand is being promoted across both traditional and digital platforms, including social media channels such as Instagram, Facebook, LinkedIn, WeChat, and Xiaohongshu.

Enhancing client experience through the rebranding

Aiming at modern travellers who desire accommodations that blend work-friendly and leisure features, Marco Polo Hotels plans to introduce a new café and bar concept called Brew-d, said Jakobs. This space will provide a comfortable environment for guests to enjoy breakfast, afternoon breaks, and lively evening vibes, contributing to its "Enrich" pillar.

To enhance culinary offerings and create unique experiences, the group will introduce a modern day-to-night restaurant called SAVVY at all its hotels, said Jakobs. This restaurant will feature shared plates with an emphasis on Italian-inspired cuisine and local specialties.

Meanwhile, the "Connect" pillar, which focuses on fostering interactions, positions the hotels as lively centres that provide easy access to local culinary experiences and cultural attractions, according to Jakobs.

Ultimately, the "Responsible" pillar highlights the hotel’s focus on sustainability with initiatives such as biodegradable amenities and farm-to-table dining, benefiting communities and the environment for the long term.

The new set of pillars serves as essential points for the brand to articulate and establish its unique value, with each pillar dissecting the various subtleties of the new brand, said Jakobs. “This approach will help the public in linking the brand to the products and services provided, and it also assists guests, stakeholders, and investors in comprehending their significance.”

Marketing strategies for the future

Over the last 50 years, Marco Polo Hotels has expanded from a singular location in Hong Kong to a network of 11 hotels spanning Hong Kong, Mainland China, and the Philippines.

With the rebranding aimed at attracting new target audiences from various demographics, the marketing activations for Marco Polo Hotels encompass a multi-faceted approach, incorporating various methods to engage consumers, said Jakobs.

“We will utilise performance marketing banners, advertorials, media maildrops, influencer stays, eDMs, and social media campaigns, among other initiatives.”

Moving forward, we will continue to invest in inspiring experiences that appeal to both business and leisure travellers, and we are confident our hotels will act as pivotal points to emphasise what the brand now stands for.

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