The boutique properties each had individual names and identities and were only partially linked to the trade brand ‘Sun Resorts’.
Butch Kerzner appointed Luxury Branding to create an upscale management company brand for the boutique properties with a view to expanding the portfolio and providing Sun International with a jewel in their not inconsiderable crown and so was born One&Only Resorts.
Kerzner was intent on creating a brand of 5-star deluxe hotels with an informal, family-friendly atmosphere. On this basis, the three mid-market hotels in the group were excluded, leaving five, remarkably disparate properties, which would form the basis of the new brand.