Global luxury player slightly changes its name as it prepares to open
the delayed Vineta Hotel in Palm Beach.
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.