Outrigger has announced the brand’s official name change to Outrigger Hospitality Group in unison with a company-wide initiative that restructures its multi-branded portfolio.

Outrigger’s corporate name change seeks to provid the brand clarity and structure for strategic growth of its domestic and international collection.

Three core categories under Outrigger Hospitality Group include its Premier Beachfront Resorts in Hawaii, Fiji, Thailand, Guam, Mauritius and the Maldives; its “by Outrigger” branded locations and its third-party managed properties.

The new structure also delivers opportunities for Outrigger Hospitality Group to impart its extensive retail, development and management expertise.

“The evolution to Outrigger Hospitality Group is a bold beginning for 2019 that bridges our company’s 70-year legacy of hospitality and a brand strategy cantered on delighting today’s modern, conscious traveller,” said Jeff Wagoner, president and chief executive officer of Outrigger Hospitality Group.

“Our objective under this new name is simple: to be the premier beach resort brand in the world.”

Outrigger Hospitality Group is already moving forward with executing major developments to further enhance the guest experience at its thriving locations.

This includes a $200 million Waikiki modernisation masterplan over the next two to three years, incorporating the highly anticipated transformation of the flagship Outrigger Reef Waikiki Beach Resort and opening of the new Voyager 47 Club lounges.

Outrigger’s beachfront properties in Asia Pacific will also undergo a refresh. 

Brand new for 2019 is the debut of Outrigger’s first lifestyle hotel, Waikiki Beachcomber by Outrigger – which underwent a $35 million full makeover and now offers a modern Waikiki vibe with cutting-edge design and local artwork from Zak Noyle, Vince Lim and Abigail Romanchak.

Further strengthening Outrigger’s position as an undisputed leader in Hawaii hospitality, Outrigger recently acquired Honua Kai Resort & Spa’s on-site resort rental program interests.

The spectacular 38-acre oceanfront Maui condo resort offers guests luxurious suites alongside a full-service concierge, Ho`ola Spa and Duke’s Beach House restaurant.

Since its first Waikiki property opened in 1947, Outrigger has grown to be a leading Hawaii-based hospitality brand with global vision and effective partnerships.

Now with 38 properties worldwide and robust retail operations, the company’s universal success and brand differentiation stems from its corporate culture called Ke `Ano Wa`a (The Outrigger Way) that connects caring for the guest, host and place.