A New Name And Look For Warwick Hotels & Resorts

Warwick Hotels International is rebranding as Warwick Hotels & Resorts as it enters “a new chapter” in its history, according to vice president of development Warren Chiu.

The change is part of an ongoing expansion of the group, which will open its first adult all-inclusive resort on Paradise Island in the Bahamas in the fall; and the brand’s first loyalty program, also scheduled for later this year.

The changes are designed to enhance Warwick’s position as a global hotel brand, Chiu said. The company comprises more than 50 hotels in 25 countries that are either owned, managed, or affiliated. In the past, each hotel had its own identity and logo; now those will all be consistent.

In addition to the name and logo change, the rebranding encompasses changes in staff uniforms, guest room collateral items, color schemes, communication materials, staff training programs, and façade and interior signage.

“We wanted to celebrate a sense of legacy, as we have been under the same ownership for 35 years,” Chiu said at a press conference in New York on Thursday. Warren Chiu’s father Richard, founded the company in 1980 with the opening of the Warwick New York.

“As the guest’s perception of Warwick changed, we needed a strong brand identification,” Chiu said. “The new identity is a sharp, modern take on our core values, and the loyalty program will build on those values as a guest-appreciation initiative that will not be points-based but will offer instant gratification and recognition.”

The 244-room Warwick Paradise Island Bahamas property will be a five-minute walk from Atlantis; it is a former Loews resort. It will have four restaurants, multiple bars, and a spa, and will be for guests 18 and older. Warwick does have another all-inclusive in Fiji, but it is not adults-only. 

As far as additional expansion, nothing has been announced, but the company is looking for opportunities in multiple locations, with a focus on the Caribbean.  The most recently opened hotels were the Warwick Allerton in Chicago and the Warwick Doha.

Chiu said that what distinguishes Warwick is “reflecting the deep essences of the buildings we are in; that is why we have so many historic hotels in prime locations.” He said the company does not follow trends, but “listens to customers and stays true to the intrinsic elements of each hotel rather than forcing something onto them.”

Unlike many large hotel companies, Warwick actually owns almost half of its properties. And while almost all are in the four-star and five-star categories, Chiu said affiliated hotels that use the company’s distribution and other systems are not all of the same standards.

Alan Gonzalez, Warwick’s group director of distribution and e-commerce, told TMR that agents contribute significantly to the brand’s sales.

“The GDSs are still a cherished channel, as they have reinvented themselves,” he said. “Our sales teams at each property have relationships with individual agents and we have strong relationships with major consortia.”