Dive Brief:
- Los Angeles-based PRG Hospitality Group will rebrand under the name Common Thread Hotels, the company announced last week.
- Common Thread operates independent boutique hotels throughout California, including Sparrows Lodge in Palm Springs, Sands Hotel & Spa in Indian Wells and White Water Cambria in Cambria.
- The renaming is accompanied by new branding, messaging and web presence designed to “cohesively represent their vision of contemporary, design-centric boutique hospitality,” according to Common Thread. Group co-founder David Dittmer said the rebrand “represents an important and inspiring evolution for our company.”
Dive Insight:
The new website for Common Thread features a revamped aesthetic, reimagined logo, brand narrative, video content and storytelling, according to the company. Going forward, brand communications will reflect the company’s new ethos: “Behind every stay, there is a story.”
Common Thread said brand-wide offerings for guests will follow. The company did not respond to a Hotel Dive request for more details.
"Our hotels have become synonymous with a very special hospitality experience that puts design, personalized amenities, and a true sense of relaxed luxury at the forefront and we feel that this new brand vision captures that approach beautifully,” said Dittmer, in a statement.
The group’s origins stem from Palm Springs’ Colony Palms Hotel, which opened in 2008 and was sold in 2012. PRG Hospitality was officially founded in 2013.
Since then, the design-forward hotel group has landed properties on Condé Nast Traveler’s Hot List and, more recently, the Michelin Guide’s newly launched One Key hotel rankings.
The hotel group finds and restores “highly curated” hotels in California to offer “inspired design, comfortable amenities and a highly personalized approach to luxury service for today's generation.”
The brand's creative partners include interior designers and authors Martyn Lawrence Bullard and Nina Freudenberger.
According to The Highland Group, U.S. boutique hotels saw RevPAR return to pre-pandemic levels in June 2023.
The Highland Group expects the current number of branded boutique hotel rooms under construction to nearly triple between 2023 and 2028.
