Rosewood enters a new era with reimagined brand identity

HONG KONG – Rosewood Hotel Group has announced a reimagined brand identity and a renewed commitment to purpose-led hospitality, ushering in a new era for the Rosewood brand. The transformation places discovery, culture, and connectivity at the heart of its philosophy and reflects the group’s evolution from a traditional luxury hotel operator into a broader lifestyle brand.

According to Sonia Cheng, Chief Executive Officer of Rosewood Hotel Group: “Evolving from our central philosophy, the new era of Rosewood places discovery at the heart of everything we do, creating experiences that nurture the stories, traditions, and people that make each place extraordinary. Anchored in a commitment to become a brand driven by purpose, Rosewood is stepping confidently into a new chapter where hospitality becomes a bridge to culture, curiosity, and connection.”

A deeper connection to people and place

Since its founding in 1979, Rosewood has been guided by its Sense of Place philosophy, creating properties that reflect their local culture, history, and landscape. The group’s new direction builds upon this heritage with an even stronger focus on experiential travel – integrating culture, sustainability, and innovation across its hotels and resorts.

At Rosewood Amsterdam, art and culture take center stage through a collection of more than 1,000 artworks that connect the city’s heritage with contemporary creativity.

In Rosewood Miyakojima in Japan, guests can engage with marine biologists to learn about sea turtle conservation and local fishing traditions.

Meanwhile, Rosewood Mandarina in Mexico offers cultural workshops, indigenous healing rituals, and guided exploration of ancient trails, blending nature with community connection.

Beyond on-property experiences, Rosewood plans to expand its cultural engagement through curated retail collaborations, limited-edition product lines, and experiential events designed to immerse guests in the spirit of each destination.

Also read → Rosewood Foundation introduces “Rise to the Table” to empower women in F&B

Expanding with intention

Rosewood currently operates 41 hotels and resorts worldwide and continues to grow with several highly anticipated openings through 2026 and beyond. New destinations include:

• Rosewood Courchevel Le Jardin Alpin (2026) – the brand’s first mountain retreat featuring an art installation by Olafur Eliasson.
• Rosewood Blue Palace Crete (2026) – a resort inspired by Crete’s heritage and natural beauty.
• Rosewood Red Sea (2026) – located on Saudi Arabia’s Shura Island, designed to harmonize with the desert and seascape.
• Rosewood Calistoga (2027) – a wellness-driven retreat in Napa Valley emphasizing rejuvenation and connection to the land.
• Rosewood Seoul (2027) – a new urban sanctuary beside Yongsan Park, blending contemporary design with Korean cultural heritage.

These developments align with Rosewood’s strategy of destination-led growth, investing in locations that foster cultural richness, architectural preservation, and local engagement.

A bold new visual identity

Rosewood’s rebranding introduces a refined visual language inspired by fashion, art, and nature. The updated wordmark reflects timeless modernity, while the new signature color, Discovery Green, pays homage to the natural landscapes surrounding its properties. The brand also debuts a distinct new monogram, which will appear across all physical and digital touchpoints.

This visual transformation is complemented by a new digital platform – a discovery-led website merging editorial storytelling with user-friendly functionality. Visitors can explore immersive video content, shoppable experiences, and insider perspectives from Rosewood destinations, bridging the worlds of hospitality, culture, and lifestyle.

Toward a purpose-driven future

With its renewed focus on purpose, place, and people, Rosewood’s next chapter redefines modern luxury as a meaningful exchange between travellers and their destinations. Through its experiential approach, design innovation, and community engagement, the brand aims to position hospitality as a vehicle for connection, culture, and sustainability.

The article Rosewood enters a new era with reimagined brand identity first appeared in TravelDailyNews International.

The post Rosewood enters a new era with reimagined brand identity appeared first on Travel Daily News