Outrigger Enterprises Group today announced the brand’s official name change to Outrigger Hospitality Group in unison with a company-wide initiative that restructures its multi-branded portfolio and further solidifies its position as a worldwide leader in the beach resort industry.

Three core categories under Outrigger Hospitality Group include its Premier Beachfront Resorts in Hawaii, Fiji, Thailand, Guam, Mauritius and the Maldives; its “by Outrigger” branded locations and its third-party managed properties. The new structure also delivers opportunities for Outrigger Hospitality Group to impart its extensive retail, development and management expertise.

“The evolution to Outrigger Hospitality Group is a bold beginning for 2019 that bridges our company’s 70-year legacy of hospitality with a brand strategy centered on delighting today’s modern, conscious traveler,” said Jeff Wagoner, president and chief executive officer. “Our objective under this new name is simple: to be the premier beach resort brand in the world.”

Outrigger Hospitality Group is already moving forward with executing major developments including a $200 million Waikiki modernization masterplan over the next two to three years, incorporating the highly anticipated transformation of the flagship Outrigger Reef Waikiki Beach Resort and opening of the new Voyager 47 Club lounges, and Outrigger’s beachfront properties in Asia Pacific will also undergo a refresh of their appearance and/or amenities.

Brand new for 2019 is the debut of Outrigger’s first lifestyle hotel, Waikiki Beachcomber by Outrigger – which underwent a $35 million full makeover and now offers a modern Waikiki vibe with cutting-edge design and local artwork from Zak Noyle, Vince Lim and Abigail Romanchak.

Since its first Waikiki property opened in 1947, Outrigger has grown to be a leading Hawaii-based hospitality brand with global vision and effective partnerships. Now with 38 properties worldwide and robust retail operations, the company’s universal success and brand differentiation stems from its corporate culture called Ke Ano Waa (The Outrigger Way) that connects caring for the guest, host and place.