Short introductionWe’re thrilled to sit down with Katarina Railko, a seasoned expert in hospitality with a wealth of experience in travel, tourism, and entertainment. With a passion for creating memorable experiences through events and expos, Katarina brings a unique perspective to the evolving world of hotel branding. Today, we’ll dive into the recent brand refresh of a prominent hospitality group, exploring their innovative visual identity, commitment to emotional connections, exciting new programming, and ambitious projects that reflect local culture and forward-thinking vision. Let’s get started!
How did the idea for a brand refresh come about for a hospitality group established since 1981, and what was the driving force behind the timing of this update?
I think the motivation for a brand refresh often stems from a desire to stay relevant while honoring a long-standing legacy. For a company that’s been around since 1981, the timing of this update was likely influenced by shifts in guest expectations and the competitive landscape of hospitality. It’s about striking a balance—acknowledging the foundation built over decades while signaling a fresh, modern outlook. This refresh was a chance to reconnect with core values like respect for place and people, ensuring they resonate with today’s travelers who crave authenticity and meaningful experiences.
What were the key aspirations behind crafting a new visual identity, particularly with the logo and website redesign?
The goal was to create a visual identity that feels both timeless and contemporary. We wanted the new logo and website to evoke warmth and approachability through a refined color palette and editorial-style typography. It was about capturing the essence of the brand’s entrepreneurial spirit—something bold yet heartfelt. The in-house team focused on making every visual element feel like an extension of the hospitality experience, inviting guests to imagine the unique stories and destinations waiting for them.
Can you elaborate on what building emotional connections with guests means to this brand, and how that philosophy shapes its growth strategy?
Emotional connections are at the heart of what we do—it’s not just about providing a place to stay, but creating sanctuaries where guests feel a genuine bond with the destination and the people. Growth for us isn’t about sheer numbers; it’s about deepening relationships. This means curating experiences that linger in guests’ memories, whether through personalized service or spaces that reflect the soul of their surroundings. It’s a commitment to making every stay feel like a chapter in a larger story.
How do your properties weave local culture into the guest experience, and why is this so central to the brand’s identity?
Connecting with local culture is non-negotiable for us. Each property is designed to be a reflection of its environment, from partnerships with local artisans to initiatives that protect the natural surroundings. Guest activities are tailored to highlight the unique flavor of each location—think guided tours with local experts or menus inspired by regional ingredients. This approach ensures that every visit feels authentic, like stepping into the heart of the community rather than just passing through.
Tell us about the new experiential series, The Great Plates Expedition. What’s the vision behind pairing chefs with specific destinations?
The Great Plates Expedition is an exciting way to blend culinary artistry with the spirit of adventure. The vision is to create unforgettable journeys by pairing talented chefs with our destinations, allowing them to craft dishes that celebrate regional flavors and outdoor exploration. It’s about more than just food—it’s a storytelling experience that connects guests to the land and culture through every bite. The inaugural event with an Oregon-based outdoor chef at a coastal lodge in Pacific City is a perfect example, offering guests a taste of the rugged coastline through innovative, locally inspired cuisine.
Can you share more about the new property in Paradise Valley, Arizona, and what makes this project stand out in the brand’s portfolio?
The Paradise Valley project is a landmark for us—a $100 million, 96-room property set to open in fall 2027. What makes it stand out is the way it embodies our vision of creating intimate, luxurious sanctuaries that feel deeply tied to their surroundings. This property will offer a bespoke experience in a stunning desert setting, blending modern elegance with the natural beauty of Arizona. It’s a bold step forward, showcasing how we’re evolving while staying true to our ethos of place and connection.
What’s your forecast for the future of hospitality branding, especially in terms of balancing legacy with innovation?
I believe the future of hospitality branding will hinge on authenticity and adaptability. Brands with a strong legacy, like ours, will need to keep telling their origin stories in ways that resonate with new generations—think digital storytelling or immersive experiences that bridge past and present. At the same time, innovation will be key, whether through sustainable practices or tech-driven personalization. The challenge will be to evolve without losing the heart of what makes a brand unique, ensuring every guest feels both a sense of history and a spark of something new.
