|HONOLULU, HAWAII -- June 2, 1999 - Hawaii’s
largest hotel company is launching a new lodging brand dedicated to providing
quality accommodations at moderate prices.
Honolulu-based Outrigger Hotels & Resorts, which currently manages more than 40 hotels and condominiums under its Outrigger brand name, announced today that it will launch a second brand later this year. The new brand, OHANA HOTELS, will emphasize friendly, reliable service, comfortable and well-maintained hotel rooms, and a simplified approach to pricing.
Fifteen of Outrigger’s existing moderately priced hotels in Waikiki will launch the OHANA brand, effective December 19, 1999. Reservations will be accepted beginning August 1, 1999. Representing nearly 5,000 rooms, the new OHANA HOTELS will be Waikiki’s largest hotel operator from its inception.
With the launch of the new brand, the company will now have two avenues for growth in Hawaii and the Pacific Islands.
According to Outrigger’s chief operating officer Perry Sorenson, the development of the new OHANA HOTELS brand will provided better clarity for the traveling public and the travel professional community.
“Over the past ten years, Outrigger’s product has diversified greatly,” Sorenson said. “We’ve added full service resorts on the neighbor islands and have entered the condominium market. Outrigger has also been aggressively expanding into new geographic areas, with first-class properties now open or under development throughout the Pacific.
“It was getting difficult for our customers to understand just what an Outrigger was,” Sorenson added. “With the creation of the OHANA brand, our customers now have a clearer idea of what each hotel group represents.”
Sorenson added that the Outrigger brand will become more focused on upscale, beachfront hotels and resorts throughout Hawaii and the Pacific, while the OHANA HOTELS brand will initially concentrate on moderate-priced hotels in Hawaii. “The beauty of having two viable brands is our ability to grow our company along two paths,” he said.
The name OHANA HOTELS was inspired by ‘ohana, the Hawaiian word for family, and is meant to evoke the sense of family to be shared among guests and employees. Each hotel will be represented in printed materials as “A Member of the Outrigger Family of Island Hotels.”
“OHANA HOTELS will be true to the ideals of our founders, Roy and Estelle
Kelley, by providing clean and comfortable rooms, friendly service and
reasonable prices,” Sorenson said. “We understand that many travelers to
our islands are looking for reliable and affordable hotel rooms with service
that meets their expectations and hospitality that makes them feel welcome.
That’s our promise as a brand.”
Sorenson added that OHANA will incorporate elements of the Hawaiian culture into its style of hospitality. “Both of our hotel brands — Outrigger and OHANA — will continue to celebrate the host culture where we do business. We believe that this is part of what makes a visit to our islands so special for our visitors.”
The 15 Outrigger hotels that will undergo name changes on December 18, 1999, are:
Outrigger will continue to operate as one company with centralized executive, purchasing, financial, administrative, marketing and human resources management.
|Also See:||Renovations Underway at the 255 Room Outrigger Reef Fiji Resort; Investment in Fiji will Promote Tourism Growth / Feb 1999|
|Outrigger Spending $23 Million to Upgrade the 545 Room Royal Waikolaon on Kona / Jan 1999|