Citymax unveils new millennial driven identity

Citymax Hotels has created a new visual identity to meet the growing demand of the millennial generation as part of a company re-branding.

A new identity based around the philosophy of ‘Vibrant Simplicity’, inspired by and created to meet the needs of the modern traveller, has been launched by Citymax Hotels, according to a company statement.

The re-brand is a response to the changing audience profile Citymax has attracted over the last five years, as Dubai continues to see an increase in the millennial travel sector.

The new identity is portrayed through a new logo and re-design of hotel rooms using bright oranges and blues, whilst incorporating the four Citymax brand pillars of ‘driving value’, ‘elevated comfort’, ‘colourful exuberance’ and ‘delivering smiles’.

Citymax Hotels COO Russel Sharpe commented: “We hope that the new visual identity captures the imagination of tourists, providing an elevated level of comfort, convenience and efficiency in an engaging and delighting way. We are extremely excited to infuse the new identity across our properties and to listen to the feedback from our guests.”

The new visual identity will be featured in soon to be opened Citymax Hotels in the region including Ras Al Khaimah, Al Barsha and Business Bay, set to open in the first quarter of 2017, ultimately doubling the group's current portfolio of hotels.