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Omni Brand Gets an Update

A new look and new properties for the Omni hotel brand

By Amy Durham

Omni Hotels & Resorts brand logo on white background
Omni Hotels & Resorts brand logo redesign 2023 || Courtesy of Omni Hotels & Resorts

Omni Hotels & Resorts is changing its visual identity for the first time in 10 years. The new logo was revealed on Aug. 1 in a brand expansion that includes nationwide portfolio enhancements, marketing investments, and comprehensive service training.

This brand rejuvenation follows an extensive research initiative conducted both before and after the COVID-19 pandemic. The data provided insights that are guiding the brand’s strategy, which focuses on a more accessible luxury positioning and personalized service. Findings from customer research reveal that guests gravitate towards Omni properties due to the sincere and welcoming nature of its staff, which sets it apart from other brands, as well as the localized experiences at Omni hotels.

rooftop restaurant and lounge with open skylights and a sunset view of Tempe Arizona
Lucero Restaurant at Omni Tempe Hotel at ASU || Courtesy of Omni Hotels & Resorts

To complement the brand’s updated narrative and vision, a fresh branding approach has been introduced, including a new logo and visual design with a more contemporary and refined aesthetic to resonate with a new generation of Omni patrons. The brand has initiated a multi-channel marketing campaign titled “Experiences Matter Here,” featuring a redesigned website, new videos, and fresh photography.


Over the next five years, the brand has plans to revitalize existing properties, initiate ground-up developments, and make substantial enhancements to the existing portfolio. At every phase, Omni’s refreshed approach to design and decor will create modern surroundings and accommodations. Recent openings that reflect the brand’s contemporary design approach include Omni Tempe Hotel at ASU and Omni PGA Frisco Resort. In Florida, Omni Fort Lauderdale is currently in the construction phase, and The Omni Homestead Resort has undergone a $150 million restoration.

prefunction seating area in a hotel with contemporary design and furnishings
Prefunction area at Omni PGA Frisco Resort || Courtesy of Omni Hotels & Resorts

In addition, Omni has committed substantial resources to associate training programs and enhancing brand standards over the past year. As a result of these efforts with staff, guest satisfaction scores have consistently risen, surpassing pre-COVID-19 levels. A revamped Select Guest loyalty program will launch in early 2024.