Dive Brief:
- Noble House Hotels & Resorts refreshed its brand identity with a new logo and website and announced a forthcoming $100 million property in Arizona, according to a Thursday press release..
- The under-development property in Paradise Valley, Arizona, is slated to open in 2027. The Kirkland, Washington-based hospitality group also announced renovations of two hotels.
- Noble House, founded in 1981, said its brand refresh “reflects the company’s continued growth,” per the announcement. “At Noble House, our growth has never been about scale for the sake of scale. It’s always been about building emotional connections … Our brand refresh celebrates that ethos, while setting a clear and confident tone for the future,” Chief Marketing Officer Scott Colee said in a statement.
Dive Insight:
Noble House’s new visual identity features “rich, warm tones” and “editorial-inspired typography,” according to the company. Of the imagery, Colee said: “We weren’t trying to reinvent who we are, we were amplifying the legacy we’ve built.”
In tandem with the brand refresh, Noble House will launch a new experiential series that pairs nationally recognized chefs with its properties to create “immersive culinary journeys,” per the company.
Luxury guests are increasingly seeking immersive culinary experiences, experts told Hotel Dive earlier this year.
Noble House is also conducting a multiyear renovation of Ocean Key Resort & Spa in Key West, Florida, and recently wrapped a revamp of the Chatham Inn Relais & Châteaux in Cape Cod, Massachusetts, that preserved the property’s historic details.
Noble House’s portfolio comprises 29 luxury and upscale hotels, resorts and experiences across North America, spanning beach getaways, ski destinations, urban retreats and more.
In contrast to other segments, which saw RevPAR deceleration in the first half of 2025, luxury
segment performance has continued steady growth alongside the rise of high-net-worth wealth, according to a recent JLL report.
