HONOLULU—Hawaii’s Aqua Hotels and Resorts has changed its name to Aqua Hospitality and announced the restructuring of its 24-property group into three distinctive brands. In a little over a decade the hotel management company has developed a collection of hotels and resorts that span all six major Hawaiian Islands.
“Hawaii is a melting pot and Aqua’s comprehensive global outreach has made our hotels and resorts as diverse as Hawaii itself,” said Aqua Hospitality’s president and CEO Ben Rafter. “That diversity has led Aqua to create three distinct brands that reflect the unique characteristics of our major market segments – luxury seekers of customized experiences, value and adventure-oriented guests, and budget-conscious travelers.”
Aqua’s successful marketing strategy has resulted in dramatically increased business from strong economies like China and Australia. The improving United States and Canadian economies are also pushing Aqua’s occupancy and revenue numbers to new company highs. The hotel group is driving these numbers even higher with an aggressive renovation program with over $55 million in projects completed recently or slated for this year.
The increased demand from travelers has combined with a varied demographic profile across Aqua’s diversified hotels to create the opportunity for the three new brands and operating divisions under the Aqua Hospitality umbrella:
Monogram Hotel Collection represents a group of stand-alone and independent hotels and resorts providing a uxury experience. Each hotel has a distinct name and identity and is unique in personality, environment, and design. All the properties offer a boutique experience.
Aqua Hotels and Resorts offers mid-priced hotels that present value and lifestyle services rooted in Hawaii’s cultural traditions.
Lite Hotels is a group of economy hotels that appeal to budget-minded travelers. These guests are seeking the most bang for their buck and appreciate the fundamentals — service, convenience, and cleanliness.
The creation of the three new operating divisions also positions the company to deploy its highly successful methodologies across a wider portfolio of properties including opportunities on the U. S. mainland.
