Outrigger relaunches upmarket beach resort brand

Outrigger Enterprises, which operates a range of accommodations in Hawaii and other tropical regions of the world, has relaunched its upmarket beachfront resort brand.

With an eye on establishing itself as the premier beachfront resort brand in the world, the company has reinvented its Outrigger Resorts brand, which includes its existing properties in Hawaii, Australia, Fiji, Guam, Thailand, Mauritius, and the Maldives, as well as future resorts planned for China, Vietnam and elsewhere across Asia-Pacific and the Indian Ocean, the company announced in a recent news release.

Bure at Castaway Island Resort, Fiji
The effort was rolled out in a “soft launch” in June with a new ad campaign called, “Find Out. Find Outrigger!” The official public announcement of the relaunch was made on Sept. 30 to coincide with the company’s Founders Day, the day company founders Roy and Estelle Kelley opened their first hotel in 1947.

The goal of the relaunch is to reinforce the company’s goal of becoming known as the world’s best beach resort brand.

“We have a long heritage of incredibly high ratings with consumers and travel agents based on our hospitality models,” Sean Dee, executive vice president and chief marketing officer for Outrigger Enterprises Group, told TheTravelPro in an email. “We’ve been winning on the service side for years and now we want to invest on the product side and the overall delivery.”

Spa at Outrigger on the Lagoon, Fiji
To that end, each Outrigger Resorts property will focus on culturally authentic guest experiences and signature amenities, including features generically referred to as iconic beachfront bars and signature spas. Each facility will be tailored to the specific character of the location, as the company has already done at a number of its properties.

“Duke’s Waikiki has been operating at the Outrigger Waikiki Beach Resort for the past 21 years and is arguably the greatest, most iconic beach bar in the world,” Dee said, adding that it is that type of concept that will eventually be implemented at all Outrigger Resorts. “We’re already there at many of our properties, such as Duke’s Waikiki in Hawaii, the Edgewater Bar and Grill at the Outrigger Mauritius Beach Resort, the Sundowner Bar and Grill at our Castaway Island, Fiji and the Outrigger Fiji Beach Resort.”

As well, on-property spas will reflect the unique attributes of their locations.

Massage at Outrigger on the Lagoon
“For example, the award-winning Bebe Spa at the Outrigger Fiji Beach Resort and the Navasana Spa at the newly opened Outrigger Mauritius Resort and Spa represent the level of spas we look forward to offering to our guests,” Dee continued. Those spas, he said, “will be used as ‘blueprints’ for more exceptional spas yet to come.”

Finally, each property will include a premier Voyager 47 club lounge with what the company termed “luxurious furnishings and spectacular views offering elevated guest amenities.” The number 47 is a nod to 1947, the year of the company’s founding.

More information is available at Outrigger.com.

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Photos courtesy Outrigger Enterprises
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