Iberostar Beachfront Resorts: new brand strategy and innovative segmentation

2 min reading time

Published on 10/07/24 - Updated on 10/07/24

@Iberostar

Iberostar Beachfront Resorts recently announced a significant evolution of its brand identity and hotel portfolio segmentation, introducing three new segments: Iberostar Waves, Iberostar Selection and JOIA by Iberostar. This initiative aims to enhance the guest experience while reinforcing the brand's commitment to quality, service and sustainability.

The three new brand segments are designed to meet the diverse needs of seaside holidaymakers:

  • Iberostar Waves targets families and active couples. The first hotel in this segment, the Iberostar Waves Gaviotas Park in Fuerteventura, will open in August.
     
  • Iberostar Selection is aimed at families and couples looking for top-of-the-range service and the chance to personalise their stay to their preferences. The Iberostar Selection Creta Marine in Greece is a recent example of this category.
     
  • JOIA by Iberostar is aimed at customers looking for luxury. This segment offers resorts with personalised service. The JOIA Aruba by Iberostar, expected later this year, will be the flagship of this segment.

"We are excited to share this Brand evolution, reflecting our aspirations for the future. We are in the business of "Creating Happy and Memorable Holiday Experiences. This renewed promise to our guests is supported by a refreshed segmentation of our portfolio and an evolution of our brand identity. Informed by invaluable feedback from our partners, our loyal guests and employees, this realignment reflects our purpose: To Champion Positive Change through Positive Tourism." Phil Mc Aveety, CEO of Iberostar Hotels & Resorts

Iberostar continues to demonstrate a strong commitment to environmental sustainability and social responsibility. The new brand strategy emphasises sustainable practices across all its properties, ensuring a long-term positive impact.

The brand's portfolio spans 16 countries, with priority markets being Africa, East Africa, Kenya, the Caribbean and Aruba, with Asia envisaged as a medium-term target. Its expansion strategy focuses on markets with high growth potential, with recent openings including a new property in Djerba, and opportunities being explored in Tunisia, Morocco and Zanzibar.

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