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.
Mandarin Oriental plans to expand its long-running “Fan Campaign,” which has featured over 50 celebrities as brand ambassadors, such as Morgan Freeman and Michelle Yeoh, over 26 years.
The updated campaign will launch in September.
“We want people to understand what exactly those people are fans of,” Schellenberger said. “We want to know what happened to them that made them a fan… There are lots of cool, revealing, and relatable stories, anecdotes, and tips that we can share.”
The company plans to launch more creative and storytelling content.
“We want to better express Mandarin Oriental’s fusion of grace, tradition, entrepreneurial energy, mastery of craft, and unrivaled service with fans, both celebrities and not, who personify the brand’s dual heritage of Eastern and Western influences,” the executive said.
New Mobile App and Enhanced Loyalty Program
For the first time, Mandarin Oriental will launch a mobile app that integrates booking capabilities for accommodations, restaurants, and spa services with its loyalty program, “Fans of M.O.”
Among the changes to the “Fans of M.O.”:
- All property spending will now count. “Before, it was only hotel stays. Now, if you dine with us, get a spa treatment, or buy a cake from our shop, that will also show up as recognized spend,” Schellenberger said.
- Program details will be publicly published for the first time, giving members transparency about their tier status.
- The program will add a membership tier.
It will not be a traditional hotel loyalty program focused on point collection but rather will remain “a recognition program for loyal guests.” Joining gives you free Wi-Fi at a property and members who book directly have the option to choose two additional benefits, such as free breakfast or late check out.
Streamlined Logo, Celadon Green
The update comes as Mandarin Oriental approaches its 150th anniversary, dating back to the 1876 grand opening of The Oriental in Bangkok as a luxury hotel. Expect events themed around the anniversary to start this fall and roll through 2026.
The updated visual identity is set to roll out in coming weeks. Expect a simpler logo that removes the “Hotel Group” descriptor.
“We have reached a certain level of awareness that we don’t need to remind people what it is that we do,” Schellenberger said.
The logo will be simplified. Practically speaking, the group needed a logo and font that appear more cleanly on digital screens.
The company is also introducing a new color scheme for its marketing and property materials that includes celadon green, a pastel hue with historical significance to both founding hotels in Bangkok and Hong Kong.
The color palette will still retain the brand’s signature soft black and gold, particularly for the fan symbol.
‘Glocal’ Approach
As Mandarin Oriental expands, maintaining brand consistency while preserving each property’s unique character represents a key challenge. Schellenberger indicated that approximately two-thirds of brand elements will be consistent globally, including stationery and on-site collateral.
The remaining third will leverage each hotel’s unique identity, particularly through property-specific fans designed by local artists or designers — such as the late Vivienne Westwood’s creation for the Mayfair London location.
“We’re not going into a cookie-cutter approach,” Schellenberger emphasized. “Every hotel has either picked or worked together with a local designer or artisan to create a bespoke fan, and we will use that to express the local identity.”
Menus and drinks at each hotel will also differ more often to better reflect their locality.
The strategy comes as many travel brands increasingly seek to transform themselves into lifestyle brands that extend beyond their core hospitality offering.
“Mandarin Oriental is iconic and its marketing punches above its weight in brand awareness, but it was time to evolve the strategy,” Schellenberger said.
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