We are conceptualizing a new mid-market hotel brand, Mahalo, but we are considering shortening it to just Mä. We feel Mä is a bit more hip. We currently run Icona Resorts and hope for Mä to be a more affordable option in the same beach towns where we will open additional Icona Resorts in the future. The hotels will be less luxurious and more "lifestyle" oriented. We envision the exteriors being white with blue uplighting and lots of greenery. We will focus on the hotels being impeccably clean with incredibly friendly team members who treat the guests like family (with the Aloha spirit of warmth, welcome & love). Each hotel will have a nice sexy outdoor pool area that we hope to turn into an oasis of peace with hedges/greenery/lounges/lighting. We generally find those making the reservations are females - usually moms in their 40s making it for their family vacation. But, this brand could also attract younger couples/friends during the summer high-season and older retired couples during the spring/fall.
Because we will eventually have these hotels in more than one town we envision the main mä logo being able to appear in various versions. A. stand-alone B. with "hotels" under it/with it C. with the town name (example "Wildwood") under it/with it. We envision it being largely textual...think W Hotels; however we are open to incorporating a symbol.
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