May 14, 2008
DoubleTree’s New Logo
Posted by Andrew Calvo under edition hotels, hilton, hotels, marketing, marriott, starwood hotels, w hotelsLast night while I was fast forwarding through the commercials on my DVR, a different logo for the DoubleTree Hotels flashed on the screen for a quick second - I rewound to the beginning of the commercial and it seems as though DoubleTree Hotels has a new logo.
New DoubleTree Logo
Current DoubleTree Logo
It seems to be the thing that’s occurring throughout all of the major hotel brands in the past year or two is a refresh, or a modernizing of the logo. Everyone from Four Points, to MicroTel, to Days Inn, and Super 8 have been giving their brand logo’s a zippy, modern edge.
The logo change was made in their new TV commercials that can be viewed by visiting www.doubletreepromo.com or clicking here where DoubleTree seems to finally be taking on its own brand identity, something Starwood has been doing with their brands for years.
The commercial doesn’t really say much, it almost seems to be setting up a major ad or branding campaign - showing images of DoubleTree hotels with some funky music in the end - ending with the new logo, and what I would assume is their new slogan “Calm - Cool - Relaxed”
Sounds a little like Westin huh?
The interesting thing about this ad campaign and DoubleTree’s logo change is its one of the first visible changes that have been made to any of the Hilton brands since Blackstone purchased it last year. Blackstone purchased Hilton with the intent (so they say) of continuing to grow the brands and expand them, and while they have started Hilton’s worldwide growth by announcing DoubleTree by Hilton, and Embassy Suites by Hilton in the East, not much has been done domestically - where most of their hotels are located.
Blackstone needs to do something, and they need to do something soon, starting with creating a competitor to W Hotels and Edition Hotels - every major hotel brand has a boutique brand except Hilton.
Secondly, Blackstone really needs to begin giving each of the Hilton brand names their own identity, something that will set them apart from other Hilton brands as well as their competitors and most importantly something that will make a customer want to stay at a hotel with a specific brand vs whichever is the cheapest that night.
It’s not as though Hilton will have a problem - they are larger than Starwood, yet I think they are quickly becoming like Marriott - a company whose brands are becoming so standardized you cant tell what hotel you’re in without looking for a sign somewhere. If they don’t start making changes and improvements, then the brand will slowly but surely begin its ascent into obscurity.
Blackstone has a big job on its hands - but as long as they put their money where their mouth is, I’m sure they’ll grow and improve Hilton into something great - but they sure have a lot of catching up to do.
