Outrigger Enterprises Group has announced the rebranding of OHANA Hotels & Resorts to OHANA Hotels by Outrigger.

The mid-tier, off-beach leisure brand seeks to offer “Local hospitality and convenience in paradise”.

The new name and logo is part of Outrigger’s overall corporate brand strategy introduced last year when the company launched is premier global beachfront brand, Outrigger Resorts.

The rebranding of OHANA Hotels by Outrigger continues the company’s efforts to align its global portfolio, as well as solidify and build upon the company’s position in the hospitality industry.

“The transition to OHANA Hotels by Outrigger allows our guests to more easily recognise the brand as part of the Outrigger Hotels and Resorts portfolio and associate this with our global focus on providing unique, culturally authentic vacation experiences,” said Sean Dee, executive vice president and chief marketing officer for Outrigger Enterprises Group.

“We are confident this endorsement will provide benefits for both our guests and travel partners.”

The strategic change assures guests that the world-class hospitality Outrigger is known for also extends to OHANA Hotels by Outrigger.

In addition, the OHANA brand’s increased accessibility and visibility through Outrigger’s many traditional and online marketing channels will have a positive impact on guests and travel partners.