Outrigger is reviewing its branding strategy to better segment its 40 hotels and resorts across eight countries.
David P. Carey III, President and CEO of Outrigger Enterprises, pictured, said at HICAP Hong Kong that there’s internal debate over the merits of introducing a new brand for non-beachfront or waterfront properties.
At present the company is basically adopting a one size fits all approach, effectively badging everything Outrigger despite some disparity in the product.
Mr Carey said he believes “pure Outrigger” should be reserved for resorts or hotels adjacent to the water and said a decision on branding would be announced within the next few weeks.
“If a property doesn’t fit that mould we are exploring what to do about that, perhaps look at other brands,” Mr Carey said.
Outrigger remains a privately owned company based in Hawaii.
It’s the largest operator in Waikiki, where business has been excellent over the past few years recording record results.
The outer islands though don’t have the same momentum at this stage.
“I think Hawaii will be solid next year,” he said.
“There’s been three years of double digit RevPAR growth in Waikiki, it’s been exceptional, and has to flatten out some time but I still think we’ll see strong growth.”
Expansion remains on the agenda for Outrigger.
“We’ve added one to two branded Outriggers each year and are looking at doing a few more acquisitions,” he said.
It is about to open a new property in Mauritius, which it bought a while ago and has renovated.
Mr Carey sees similarities between Mauritius and Hawaii, where the foundations of the company were established in the 1920s, and is bullish about the latest venture.