Louvre Hotels Group has revealed plans to relaunch Golden Tulip as a brand for “next-generation travellers”.

The upscale hotel concept will be overhauled with a new logo, design guidelines and a brand promise of offering the “new basics” demanded by today’s guests. The new design principles will extend to all interior spaces including lobbies, F&B outlets, rooms and meeting spaces.

“The goal is to create a shift away from the traditional thinking of how we deliver hotel design and service attitudes, with a fresh, contemporary approach to design that encompasses the creation of integrated public areas that are in sync with the expectations of today’s travellers,” the company said.

Amine E. Moukarzel, Louvre’s president for the Middle East & North Africa, commented; “The rebranding is aimed at blurring the boundaries of work and play to create moments of surprise and delight for our guests. Technology and the rise of social media have changed the expectations of the modern traveller, who increasingly prefer open, dynamic and social spaces.

“The rebranding aims to reflect and respond to these trends, and will bring a distinctly modern vision that complements Golden Tulip’s long-standing experience in operating four-star hotels, thus helping set the brand apart from its peers.

“Our overarching aim behind this rebranding exercise is to create dynamic spaces that seamlessly blend aesthetic appeal with functionality and comfort, leading to enriching experiences and lasting memories for our guests,” he added.

The hotel lobby concept will undergo a complete transformation, becoming a “flexible, technology-friendly environment”, according to Louvre, with elements including a Body Care Bar, individual and group working areas, modern furniture and lighting, and integrated F&B outlets.

The F&B outlets will become more casual, while meeting spaces will be equipped with the latest technology and audio-visual equipment, plus new areas designed to “suit to the work habits and lifestyle of millennials”.

Now part of China’s Jin Jiang Hotels, the Golden Tulip brand operates more than 190 hotels worldwide, with new hotels in France, China and Georgia set to open with the new branding before the end of this year. Other hotels will undergo renovation work in line with the new brand concept.