Behind Mandarin Oriental's First Brand Update in 4 Decades — Exclusive
Photo Credit: Some of the celebrities that have featured in Mandarin Oriental ads for its i am a fan campaign. Mandarin Oriental
Skift Take
Mandarin Oriental is about to unveil its first major change to its marketing since 1985. Expect a revamped logo and the debut of a mobile app as the luxury hotel brand charges toward doubling its portfolio by 2033.
Mandarin Oriental Hotel Group is undertaking a significant brand refresh, marking the first major update to its visual identity since 1985.
The luxury hotel operator, known for its celebrity-filled "I'm a Fan" advertising campaigns, told Skift it would announce Thursday its plan to roll out modernized branding, its first mobile app, and changes to its loyalty program as it prepares to more than double its global portfolio by 2033.
"We have 42 hotels under management currently and 32 hotels and 18 branded residential projects already signed or under development," said Alex Schellenberger, global senior vice president, brand, in an exclusive interview.
"Our CEO Laurent [Kleitman]'s ambition is to more than double the portfolio," Schellenberger said.
The Hong Kong-based company, which manages properties from Bangkok to Boston, is nearly profitable again following years of losses after the pandemic. In 2024, the Group achieved underlying EBITDA of $172 million and a net profit of $75 million, though it had a formal loss because of one-off quirks in how fees and hotel valuations are reported.
