In an effort to give a new face to the brand, hospitality chain Oberoi Hotels and Resorts on Tuesday unveiled a new brand identity, Oberoi Sun, and added a tag line 'Heart. Felt.'.

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The hospitality chain has also has revamped its website for better customer experience.

"The Oberoi Sun translates the warmth, energy and sense of well-being that our guests experience. This is the promise that each one of us at Oberoi makes to every single guest," the hotel said in a statement.

"The words 'Heart. Felt.' have been added to explain the way guests describe their Oberoi experience and form the central pillar of the brand strategy and communication program," it added.

The re-branding of the hotel chain and the renewed communication programme were done after extensive research conducted as part of the branding initiative of the hotel chain.

The research done by the hospitality chain found out that the guests admired the sincere care and personal attention they experience when they stayed at the hotel, Oberoi said.

Oberoi also launched the newly revamped website that it hopes to capture an online experience that mirrors its hotels and resorts. The website has endeavoured to capture the unique Oberoi Experiences offered across all the hotels and resorts through a film as well.

Oberoi Hotels & Resorts operates 22 hotels and resorts in six countries. The Oberoi Marrakech, Morocco, the newest resort in the portfolio, is set to open in 2019.

Vikram Oberoi, managing director and CEO, The Oberoi Group said, "In the research that we carried out, we learnt that it is the warmth, kindness and sincerity in the way we take care of the needs of our guests, that awards us their trust and loyalty. Guests continue to tell us how people at Oberoi touch their hearts in a deep, profound and caring manner, compelling them to choose our hotels and recommend us to friends and family.”

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First Published:Mar 26, 2019 5:04 PM IST