Home News & Features Caribbean Hotel Association’s New Logo Reflects Nature, Diversity

Caribbean Hotel Association’s New Logo Reflects Nature, Diversity

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SAN JUAN, P.R.—The Caribbean Hotel Association (CHA) has updated its logo and corporate identity, following the approval of the board of directors during the organization’s annual industry conference (CHIC 2006) in Miami. The new brand image reflects the changing Caribbean tourism industry.

“An organization’s logo is its face to the world,” says Alec Sanguinetti, director general and c.e.o. of CHA. “After 46 years without making any change of substance to our image, we decided it was time to have a significant makeover, mainly to better reflect today’s Caribbean hotel and tourism sector.”

Sanguinetti says the new image was developed with a star fish in mind. A star fish represents everything that is positive and promising in nature. The colors and design evoke five Caribbean signatures: undulating palm trees, crystalline waters, abundant marine life, beautiful beaches, and warm weather. The logo also reflects the diversity of cultures and languages (Spanish, French, Dutch, English, and then native tongues), as well as the diversity of today’s Caribbean hospitality product.

With CHA’s change of image comes a new online presence, at www.caribbeanhotelassociation.com. The new site was designed to provide information about the membership and the organization with a more intuitive navigation. In addition, the directories of CHA member hotels and supplier companies will move to an enhanced database management system that allows more refined search options based on different criteria.

The new website will maintain members only sections and links to Caribbean national hotel associations and partner organizations. The production of the new website was sponsored by CHA Strategic Partner American Express, as part of its commitment to support efforts for the benefit of CHA members.

Go to Caribbean Hotel Assn.

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