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February 2, 2010

Omni Mokara Spa Naming and Branding Takes Over Some Hotels

Omni Hotels is rolling out a new boutique hotel brand: Mokara, starting with the Watermark Hotel & Spa in San Antonio.

This is a luxury brand that Omni seems to be slipping under the radar. They have used the name Mokara for some time in reference to their spas. It seems that a spa is now a must-have in the hotel industry, and Omni has learned that running their own spas and taking control of the associated branding is adding to their revenue.

With this move, we are seeing the spa branding take over an entire segment of the company's brand portfolio.

A Mokara is a kind of orchid that is known for its seemingly rejuvenating properties.

This is a distinctly Asian sounding name that seems perfect for a spa and, I suppose, a small hotel with a large spa attached. The Mokara brand is only two years old, I am fascinated to see the success Omni has found with it.

Will the name work? Well, it at least has meaning.

Many of the boutique hotel brands are funky sounding but a little strange.

I still like Capella as a boutique hotel name, and this Mokara name has the same kind of musical resonance.

Technorati Tags: Omni Hotels, Makora, Spa, hotel, luxury

Posted by William Lozito at February 2, 2010 8:24 AM
Posted to Brand Naming | Branding | Company Naming | Marketing | Naming | Travel and Tourism

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