Sonesta Hotels, Resorts & Cruises Unveils Bold New Rebrand, Ushering in a Fresh Era of Hospitality

Leaning into a Youthful Lifestyle, Sonesta Enlivens Its Eponymous Brand

NEWTON, MA [April 25, 2025] – Sonesta International Hotels Corporation (Sonesta) is excited to reveal a dynamic new look and refreshed brand identity for its Sonesta Hotels, Resorts & Cruises (SHR&C) portfolio. With a renewed focus on self-care and discovery, the updated brand ethos is designed for travelers who value the journey as much as the destination and seek a place to reset and recharge.

“At Sonesta Hotels, Resorts & Cruises, we believe travel is more than just a destination—it’s an opportunity to pause, reflect and reconnect,” says Elizabeth Harlow, Sonesta’s Chief Brand Officer. “This evolution is designed to inspire mindfulness and renewal, creating an atmosphere where guests can truly unwind and travel from the inside out. Whether through thoughtfully curated moments or serene spaces that encourage reflection, we’re offering a sanctuary for travelers who see that the journey is just as important as the destination.”

With thoughtful touches like self-reflection cards, coloring coasters in on-site restaurants, sleep tips on beds, motivational messages in elevators and fitness centers and new digital-free zones, guests are subtly reminded throughout their stay to embrace the present moment.

An updated color palette of blush reds and pinks, pistachio and hunter green, adds a new vibrancy to the brand, while guest rooms of the brand’s recently renovated hotels feature warm, welcoming natural tones. The new Tapestry of Self Portraits found in each lobby is a distinctive icon created by various artists to capture the unique spirit of each hotel. Like the threads of a tapestry, these portraits intricately weave together historical references and details about each hotel’s heritage and surroundings, forming a visual mosaic that brings the soul of a community to life.

To further inspire mindfulness and reflection, each property now has a dedicated area for digital detoxing and unplugging, complete with comfortable couches, bookshelves and reminders to be present in the moment. This mindfulness is also reflected in our on-site restaurants with ‘coloring coasters’ offered to guests to fill in while enjoying their cocktails.

Sonesta Hotels, Resorts & Cruises is also embracing exploration with branded key cards that align with the brand pillar of “Discovery”. Each key card, inspired by the zodiac, is designed to spark curiosity and offer a unique, personal touch. By integrating astrology into the brand experience, SHR&C showcases exploration in an unexpected way – whether it’s their cosmic sign, personality traits, or simply a fun moment of connection. This small detail is a reflection of the brand’s commitment to creating moments of discovery, where every stay is an opportunity to explore new possibilities and make memorable connections. Learn more about how a stay at a Sonesta Hotel or Resort inspired discovery here.

Expanding on SHR&C’s astrological and wellness elements, the brand is excited to team up with renowned astrologer and bestselling author, Aliza Kelly, an established thought leader in the astrology community. Throughout 2025, Aliza will bring the stars to life with an exclusive series of content videos, unlocking personalized travel tips and destination recommendations for every zodiac sign. This innovative approach allows travelers to align their astrological signs with tailored insights, helping them discover destinations, activities, hotels, and experiences that resonate with their cosmic energy. Further, the video series will shed unique ways to enhance one’s wellness journey through the lens of the zodiac.

Younger guests are also a focus of the new SHR&C brand. From make-a-face sticker kits provided at check-in to help define their mood and create a fun connection to the Tapestry of Self Portraits, to introducing new kids’ menus highlighting astrology and self-portraits along with coloring elements on the lobby wall, in the digital free zone and in the restaurant, there are kid-friendly touchpoints throughout their experience. Refreshed bath amenities appeal to the kid in everyone – the new “Journey Within” product line from Archive provides guests with an opportunity to uplift and refresh with a harmonious blend of bright green tea and fresh willow.