Skift Take

Turns out a lot of thinking goes into the color palette of luxury hotels, and there's a good reason why so many use black, gold, and blue.

Series: New Luxury

Luxury Travel News

The Skift New Luxury column is our weekly column focused on the business of selling luxury travel, the people and companies creating and selling experiences, emerging trends, and the changing consumer habits around the sector.

What can you tell from a brand’s color choice? Quite a lot apparently.

It can seem boring, but there’s a reason why most luxury hotels use a similar palette in their branding, logos, and wordmarks. It’s all about projecting a certain image to the consumer.

While there’s certainly something to be said for playing it safe, it’s probably one of the reasons why customers sometimes struggle to tell them all apart.

For feedback or news tips, reach out via email at [email protected] or tweet me @paddywhyte.

— Patrick Whyte, Europe Editor

6 Looks at Luxury

The Story Behind the Color Choices of Luxury Hotel Logos: When it comes to designing logos, luxury brands are generally risk-averse. That’s even the case in the hospitality industry, where brands are always trying to promote their singularity. The names may change, but the colors stay the same.

Keeping Up With the Escalating Standards in Luxury Hospitality: The level of competition at the ultra-premium end of hospitality is unimaginably high, and it keeps getting higher. Extraordinary service and experiences quickly become table stakes as guest expectations continue to skyrocket. A culture of creativity gives the best hoteliers that distinctive edge.

Equinox Hotels Represents the Next Generation of Lifestyle Branding: How does a brand become a lifestyle, and vice versa? Equinox is an ideal case study for exploring that very concept.

Tata’s Indian Hotels Company to Invest $600 Million in Buying New Properties: New fully operational hotels will be purchased in partnership with Singapore wealth fund GIC Pte., with deals announced through the end of 2022.

Wellness Startups Eye Peloton’s Business Model: It’s easy to see why companies in the well-being space would want to try and replicate the Peloton business model — it’s been highly lucrative for the streaming fitness company. Whether other brands will see the same success is less clear.

Ritz-Carlton Central Park May Be Sold: A nationwide slowdown in room demand has hit New York City hotels harder than most cities, and the owners of Ritz-Carlton Central Park are looking for a way out.


Skift Europe Editor Patrick Whyte [[email protected]] curates the New Luxury newsletter. Skift emails the newsletter every Tuesday.

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Tags: hotels, luxury

Photo credit: The InterContinental London Park Lane. IHG uses classic colors for its luxury brand. IHG

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