Ultratravel Collection

A Renewed Standard for Global Luxury

Brand Strategy, Identity, Guidelines, Global Campaign Direction, Roll-Out

The Ultratravel Collection is a loyalty programme managed by the Global Hotel Alliance (GHA) for affluent travellers. It offers a selection of luxury hotels and resorts in over 300 destinations worldwide. Membership lets you enjoy bespoke experiences, top-tier service, and exclusive perks. Ultratravel Collection approached Brandteliers for a rebrand to ensure the programme accurately represented its commitment to delivering exceptional service and unique experiences. Our team of experts collaborated closely with them to create a brand identity that emphasised their luxury lifestyle focus while capturing what makes the Ultratravel Collection unique.

Specialism

Hospitality Operator Brand Development

client

Global Hotel Alliance

Location

Dubai, UAE with Global Rollout

Approach

The Ultratravel Collection team aimed to establish a consistent visual identity for their premium brand on a global scale. They recognised the importance of having brand guidelines to ensure their logo and branding were consistently applied across various platforms for partners and endorsements worldwide. As a part of the world's largest hotel brand alliance, they needed a rebrand that aligned with GHA’s core values. Leveraging our hospitality branding expertise, Brandteliers delivered a comprehensive rebrand for the Ultratravel Collection. We developed a strategic brand identity, tone of voice, and naming guidelines for the loyalty programme, differentiating it from its competition while aligning with GHA’s values. Our team also created brand campaigns for the European and North American markets.

The rebrand began with a strategic review of existing materials, member insights and the expectations of international partners. Research revealed the need for a more streamlined visual system and a stronger narrative that could speak confidently across multiple markets. This guided the development of positioning, tone and the new visual direction. A refined graphic language was then introduced through a crafted wordmark, a structured typographic system and a calm, minimal palette. The visual identity was designed to complement a wide range of property styles and cultural contexts, ensuring global adaptability for both digital and offline use.

The Solution

We delivered a complete rebrand supported by comprehensive guidelines and a flexible system for global campaign activation.

A full brand guideline suite outlined application rules for partner hotels, covering digital styling, printed materials, membership communication and hotel-level integration. Templates were created for onboarding packs, presentation tools, social media assets and programme collateral to support consistent use across continents. Campaign direction and creative material were developed for priority markets in the USA, Europe and Asia. This included layout systems, imagery style, copy tone and digital campaign structures that helped the alliance present the brand consistently to frequent travellers, media partners and global audiences.

The Outcome

The new brand identity created by Brandteliers for the Ultratravel Collection resonated immediately with its target audience – affluent travellers seeking unique, luxurious experiences. The guidelines we developed ensure consistent branding across all touchpoints, including collateral and campaign materials. The refreshed identity has enabled the Ultratravel Collection to stand out in a crowded market, helping it achieve its ambition of becoming a recognised name in the luxury travel sector. This rebranding project’s success highlights our expertise and experience in hospitality branding.

The cohesive brand system enabled smoother adoption by international hotels and improved the impact of campaigns across the USA, Europe and Asia. Member communication became clearer and more refined, giving frequent travellers a stronger sense of belonging within the tier. The updated identity supported the alliance in presenting a unified luxury message and strengthened partner acquisition efforts in key global markets.

Project & Photography Credits

Global Hotel Alliance, Discovery, Ultratravel Collection

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Where we Work

Canada, Democratic Republic of Congo, Egypt, Greece, Hong Kong, Japan, India, Indonesia, Malaysia, Maldives, Portugal, Philippines, Saudi Arabia, Singapore, South Korea, Sri Lanka, Thailand, United Arab Emirates, United Kingdom, Vietnam.

Dusit Hotels & Resorts, Elaf Group, Giza Palace Development, Global Hotel Alliance

Albatros Cablogs Herrods Keyfair Mediabion Racity

Albatros Group, Al Ghurair Hospitality, Al Jumeirah Hotels & Resorts, Blazon Hotels, Carlton Hotels

Hilton Worldwide, Hotel Galleria by Elaf, IHG Hotels & Resorts, Jaz Hotels & Resorts Egypt, JW Marriott Marquis Dubai, Kempinski Hotels

Marriott International, Millennium Hotels & Resorts, Nikki Beach Hotels & Resorts, Rotana Hospitality, Senator Cruises

Jumeirah, Blazon Hotels, Carlton Hotels, Dusit Hotels & Resorts, Elaf Group, Hilton Worldwide, IHG Hotels & Resorts, Jaz Hotels & Resorts, JW Marriott, Kempinski Hotels, Marriott International, Millennium Hotels & Resorts, Nikki Beach Hotels & Resorts, Rotana Hospitality, St. Regis, The Luxury Collection, Travco Group.

St. Regis, The Luxury Collection, Travco Group, Vakkaru Maldives

Ultratravel Collection

A Renewed Standard for Global Luxury

Brand Strategy, Identity, Guidelines, Global Campaign Direction, Roll-Out

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Barr Al Jissah, Oman

The Datai Spa

The Datai Langkawi

Canada, Democratic Republic of Congo, Egypt, Greece, Hong Kong, Japan, India, Indonesia, Malaysia, Maldives, Portugal, Philippines, Saudi Arabia, Singapore, South Korea, Sri Lanka, Thailand, United Arab Emirates, United Kingdom, Vietnam.