Iberostar Beachfront Resorts is making changes to its brand identity and hotel portfolio segmentation.

Here’s the list of the three brand segments, according to the company:

• Iberostar Waves: Playful, open and reassuring, ideal for families and active beach-bound couples
• Iberostar Selection: Offering generous, relaxed and uplifting holiday experiences, ideal for premium-loving families and couples
• JOIA by Iberostar: A luxurious collection of resorts offering personalized service, exquisitely delivered

The new segmentation will be rolled out across the portfolio over the next few months, he added.

Iberostar Waves Gaviotas Park (Fuerteventura) will be the first opening of the chain’s Iberostar Waves segment this August.

JOIA Aruba by Iberostar, the company’s first resort on Aruba, is scheduled to open later this year and will become the flagship of the JOIA segment.

The new approach is already visible in some of the company’s latest openings, such as the Iberostar Selection Creta Marine in Greece.

Source: Travelweek