This document outlines the brand book for Destination Hotels. It establishes the brand's goals of strengthening the brand to instill greater trust and loyalty. The brand spirit is described as celebrating independent property brands while playing a supporting role to help each hotel flourish. The target guest is termed the "Interested Independent" who seeks unique and authentic experiences. The brand positioning is described as offering a diverse collection of refined hotels that are true to their places and draw on local culture to provide distinctive, immersive experiences.

1. DESTINATION HOTELS
BRAND BOOK

2. DESTINATION HOTELS
BRAND BOOK

3. OUR GOALS | 06
OUR BRAND SPIRIT | 12
OUR GUEST | 16
OUR BRAND POSITIONING | 24
OUR BRAND PILLARS | 32
OUR VISUAL IDENTITY | 40
C O N T E N T S
4D e s T i n a t i o n h o t e l s | 5D e s T i n a t i o n h o t e l s |

4. THE role
of the
DESTINATION
BRAND
WE ARE ON A COLLECTIVE JOURNEY of growth.
As we seek to move forward into our next
chapter, we have taken the opportunity to revisit
our brand and affirm both who we are…and who
we will become.
At our core, we represent a different kind of
brand in the hospitality industry. One that
believes in independence over sameness. One
that operates with flexibility instead of rigid
constraints. And one that truly champions the
individuality of its properties, owners, and
associates. In our efforts to strengthen the
Destination Hotels brand and instill greater
trust and loyalty in our guests and stakeholders,
we have remained fully committed to these
principles that shape who we are at our very
core. We celebrate our distinctive and diverse
independent property brands as the leading
stars in our collective story, and see a stronger
Destination Hotels brand playing a supporting
role that unites our portfolio, working harder to
help each of our hotels and resorts flourish.
By working together, we’re creating a stronger
brand for the future of our company. One that
inspires how those around us feel. One that
influences how they behave. And most of all,
one that compels them to partner with us, work
with us, and stay with us again and again…
6o u r g o a l s | 7o u r g o a l s |

5. “BUILDING AN AUDIENCE
IS HARD. SUSTAINING AN
AUDIENCE IS HARDER.
IT DEMANDS CONSISTENCY
OF THOUGHT, PURPOSE,
AND ACTION OVER A LONG
PERIOD OF TIME.”
B ruce S pringsteen
9o u r g o a l s |8o u r g o a l s |

6. BREAK-
THROUGH
GROWTH
BREAK-THROUGH GROWTH REQUIRES ACTIVATION OF
BUSINESS STRATEGIES that build mutually beneficial
relationships to create and capture value, fused with
a brand idea that engages and inspires relevant
stakeholders at key touchpoints along the journey.
1 1o u r g o a l s |1 0o u r g o a l s |

7. the
Destination
DNA
The
guest
truth
the
spirit
of our
brand
+ =
THE CAPABILITIES AND ASSETS THAT
MAKE US UNIQUELY DESTINATION
THE ATTITUDES OF AND EXPERIENCES
DESIRED BY GUESTS
THE PLATFORM ON WHICH WE BUILD
A POWERFUL BRAND STORY
COMBINING WHAT WE KNOW
ABOUT DESTINATION with
GUEST INSIGHTS PROVIDES
INSPIRATION FOR A BRAND
PLATFORM THAT IS BOTH
EXECUTABLE AND RESONANT:
1 3o u r b r a n d s p i r i t |1 2o u r b r a n d s p i r i t |

8. ENTREPRENEURIAL AND RESOURCEFUL from the beginning,
we have built a diverse portfolio of sophisticated properties
and experiences that provide guests the opportunity to
discover new places and immerse in ‘local life.’ By empowering
our people to build organic connections to their communities,
provide warm, personal service, and create engaging moments
for the people that they know best, we deliver experiences
that both celebrate individuality and build a shared sense of
community for the like-minded guest.
THE
DESTINATION
DNA
1 5o u r b r a n d s p i r i t |1 4o u r b r a n d s p i r i t |

9. OUR TARGET GUESTS ARE CURIOUS about the world
around them; they seek new experiences, new places,
and new outlooks on life—and in doing so, they value
value the expertise of those who have traveled the
path before them. For these guests, a little guidance
goes a long way.
They’re confident in who they are, while remaining
sensible and down-to-earth. Well appointed
properties and amenities matter, but not as much as
genuine recognition and a warm reception.
Above all, these guests seek out and value rich,
dynamic experiences at hotels and resorts that are
different from the status quo.
+ the GUEST
TRUTH
1 6o u r g u e s t | 1 7o u r g u e s t |

10. A DESTINATION HOTELS EXPERIENCE is highly distinct and
always memorable. You’ll feel the location in a genuine way
throughout each of our properties, and during the engaging
experiences we help curate, both in and outside of them.
And while we like to keep things fresh and exciting, we also
know that you want your hotel to feel warm and inviting, so
you can come as you are—whether at work or play—and
make our destination yours.
= the spirit
of our brand
1 9o u r g u e s t |1 8o u r g u e s t |

11. the Interested
Independent
our brand target
WE ARE BUILDING OUR BRAND for the
Interested Independent. Interested
Independents are drawn to experiences that
are new and enriching, yet as relaxed and
inviting as they are. They’re open to wherever
life might take them — both professionally
and personally. They’ve already accomplished
much, but look forward to the adventures
that lie ahead; always seeking to explore
more, do more, and live more. Each day is an
opportunity to pursue their passions.
They’re finely attuned to what’s real and
thrive ‘in the now.’ Deeply engaged in all
they do, they value an experience that
THEY LOOK FORWARD TO THE
ADVENTURES that lie ahead; always
seeking to explore more, do more,
and live more.
feels genuine and comfortable. True to
themselves, they seek what’s unique to each
place they visit, choosing authenticity over
predictability —or the latest trend.
Above all, Interested Independents think of
their hotel as more than a place to sleep
while traveling…it’s a home base, a place of
respite, an inspiration to accomplish more —
and an entirely new experience in itself.
20o u r g u e s t | 2 1o u r g u e s t |

12. WHO WE ARE
ANSWERS A
KEY NEED FOR
OUR GUEST
WHEN I TRAVEL, I WANT TO STAY AT A PLACE THAT
IS BOTH REFINED AND WARMLY AUTHENTIC.
A hotel or resort that is sophisticated, but that makes
it easy for me to immerse in local life, discover the
destination, and a bit more about myself. I seek out
hotels that are as individual as I am, but also as genuine.
I want a stay experience that connects me to people
and place with just the right amount of guidance.
Because while travel is about getting away, it’s not
about getting lost.
Most options, however, have become little more than
more of the same—sacrificing discovery and originality
for convention. And while shares and boutiques are
unique, they are not always comfortable (or safe).
I want the best of both worlds, but it’s hard to find…
“
“
22 2 3o u r g u e s t |o u r g u e s t |

13. True to
our place,
diverse by
design.
WE ARE
WE HAVE STRONG TIES TO EACH
OF OUR LOCATIONS, and we’re dedicated to
delivering hotel and resort experiences
that are immersive and real
WE LET OUR COLLECTIVE INDIVIDUALITY
shine—united in our commitment to
making a Destination stay experience unique,
memorable, and highly distinctive.
2 5o u r b r a n d p o s i t io n i n g |24o u r b r a n d p o s i t i o n i n g |

14. WE SEE EVERY HOTEL AS A GATEWAY to experience
a new destination. That’s why we offer a diverse
collection of refined hotels and resorts that are
individual at heart, yet connected by a commitment
to drawing upon the best of each location. Always
true to our place, our unique properties are in
harmony with their surroundings, shaped by the
local culture.
Through our deep community ties and human
relationships, we offer an intimate knowledge of
place, and a warm invitation to stay with us and
experience genuine discovery. By drawing on our
many, diverse perspectives, we are designing an
unparalleled travel experience.
BRAND
NARRATIVE
26 2 7o u r b r a n d p o s i t io n i n g |o u r b r a n d p o s i t i o n i n g |

15. We believe
Travel is an
opportunity
to discover
and be enriched
by new places;
and enriching
experiences can
only be had by
immersing in
what’s real.
28 2 9o u r b r a n d p o s i t io n i n g |o u r b r a n d p o s i t i o n i n g |

16. We exist to
Empower our
guests to
continually
expand their
world through
experiences that
are distinctive,
immersive, and
above all,
genuinely true
to place.
30 3 1o u r b r a n d p o s i t io n i n g |o u r b r a n d p o s i t i o n i n g |

17. B rand pillar
Authentically
Immersed
WE DON’T JUST CHOOSE A SPOT, we cultivate a
place— each of our destinations is not just “in” a
place, but “of” it. From the design of our buildings
to the menus in our restaurants to the local ties
of our people, we ensure that even if our guests
never leave our property, they’ll still feel as if they
are truly part of the place.
3 3o u r b r a n d p i l l a r s |3 2o u r b r a n d p i l l a r s |

18. B rand pillar
service
with a story
WE THINK SERVICE WITH A STORY is much more interesting
than service with only a smile. We’re proud to represent our
communities, and we let the unique personalities, histories,
and points of view of our people and properties shine through.
This ensures that no matter where a guest meets us, their
stay will be consistently excellent in delivery, but absolutely
singular in experience.
3 534 o u r b r a n d p i l l a r s |o u r b r a n d p i l l a r s |

19. B rand pillar
unscripted
discoveries
WE CURATE UNIQUE EXPERIENCES that help our guests
immerse in what’s truly local, but we believe in light guidance
over strict agendas. Our knowledge and expertise ensure that
our guests get a genuinely local feel, but we like to leave
room for them to discover a place and make it their own.
36 3 7o u r b r a n d p i l l a r s |o u r b r a n d p i l l a r s |

20. B rand pillar
INDIVIDUALLY
EMPOWERED
WE EMPOWER OUR PEOPLE to curate experiences true to the
places that they know best, and encourage our guests to
“come as they are” and make the experience their own. This
commitment to individuality — from associates to guests —
creates an environment in which each person’s unique journey
connects to create a shared story we can all call our own.
38 3 9o u r b r a n d p i l l a r s |o u r b r a n d p i l l a r s |

21. our visual
identity
OUR NEW BRAND POSITIONING enables us to
connect with our customer in an authentic and
honest way. To fully take advantage of this
opportunity, we need our visual communication
to represent our core brand direction and pillars.
Our new brand identity and visual system is a
reflection of our vision.
The refreshed Destination Hotels visual identity is
a modern and approachable mark that leverages
our heritage, and provides a visual language that
enables consistency throughout applications in a
flexible manner. Destination creates an
environment in which each person’s unique
journey connects to create a shared story we
can all call our own. It is proud to represent
the local communities and let the unique
personalities, histories, and points of view of
their people and properties shine through. Thus,
Destination’s logo was designed to act as a
window that graphically frames people, details
or landscapes, in order to accentuate these
local ties.
Additionally, the shadowed monogram was
drawn to play with the eye and pique discovery,
reflecting our guest’s innate curiosity.
40o u r b r a n d i d e n t i t y | 4 1o u r b r a n d i d e n t i t y |

22. True to
our place,
diverse by
design.
destinatio N hotels
42D e s T i n a t i o n h o t e l s | 4 3D e s T i n a t i o n h o t e l s |

23. C O N T A C T
T. (303) 799.3830
—
10333 EAST DRY CREEK ROAD, SUITE 450
ENGLEWOOD, CO 80112
D E S T I N A T I O N H O T E L S . C O M