Oetker tweaks brand to strengthen awareness

BADEN BADEN, Germany – Global luxury hotelier Oetker Collection has rebranded as Oetker Hotels.

The brand with 10 hotels open, including the Lanesborough in London, Le Bristol in Paris and Eden Rock in St Barths, is about to make its delayed debut in the U.S. “later this year” with the 41-key Vineta Hotel in Palm Beach, Florida, where it is partnering with London’s Reuben Brothers. The two groups have also worked together on Hotel La Palma in Capri. The 12th Oetker hotel will open in 2027 in St. Tropez.

Oetker Hotels CEO Timo Gruenert told Hotel Investment Today via email, “As our portfolio steadily expands, we are committed to strengthening our brand awareness and recognition. This move signifies our ambition to be known globally for doing just one thing and one thing exceptionally well - and that is creating masterpiece hotels.”

Coinciding with Oetker’s debut in Noth America, Gruenert said the group wants the brand name to resonate more easily with those who don’t yet know it, while feeling completely familiar to those who do. “Oetker Hotels answers this objective and makes it crystal clear who and what we are,” he said. “We will, of course, be keeping the connection to ‘masterpiece’ in our logo lock up and storytelling – Masterpiece Collection – as this is the very essence of our brand identity. This represents the virtues and values that define us and make us such a unique presence in the luxury hotel space.”

Situated in the heart of Palm Beach, the Vineta Hotel is located just two blocks off the famed Worth Avenue – renowned for its designer boutiques, art galleries and restaurants. One of the big changes during the reposition is the increased size of suites as the developers have trimmed the room count to 41 from 53.

Paying homage to the hotel’s legacy, Oetker Hotels is bringing back the Vineta name, heralding a new chapter in the property’s nearly 100-year history. Originally opened as the Lido-Venice during the real estate boom in 1926, it was shortly thereafter renamed The Vineta and remained so for the next 50 years. A brief period as a condo in the 1980s followed, before the property would reemerge in its most recent incarnation, The Chesterfield, in 1989.