Industry Update
Press Release17 January 2013

Aqua Hotels & Resorts Restructures and Changes Name

Its 24 Property Group Divided Into Three Distinct Brands Under Aqua Hospitality

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Aqua Hotels & Resorts

Hawaii's leading hotel management company has changed its name to Aqua Hospitality ( and announced the restructuring of its 24-property group into three distinctive brands. In a little over a decade Aqua Hospitality, formerly known as Aqua Hotels and Resorts, has developed a highly successful and diverse collection of hotels and resorts that span all six major Hawaiian Islands. Aqua has combined its innovative, service-oriented hotel operations with deep analytical capabilities, a tech-savvy marketing approach and worldwide sales effort to become Hawaii's top choice for travelers from across the globe.

"Hawaii is a melting pot and Aqua's comprehensive global outreach has made our hotels and resorts as diverse as Hawaii itself," said Aqua Hospitality's President and CEO Ben Rafter. "That diversity has led Aqua to create three distinct brands that reflect the unique characteristics of our major market segments -luxury seekers of customized experiences, value and adventure-oriented guests and budget-conscious travelers."

Aqua has been a leader in redefining how potential visitors view Hawaii, working closely with Hawaii tourism authorities to invigorate the image of the islands. Rafter cited a few examples, "We are the only hotel company on all six tourism islands. We have the best nightclub and pool bar in Hawaii. We play host to three of the top-rated restaurants in the islands. Throughout 2013 we are launching offerings that are extremely attractive to the non-honeymooning under 40 demographic. We're currently breathing new life into the historic UNESCO World Heritage site Volcano House. Add the fact we've hired 1500 people during the recession and it becomes clear why people consider Aqua one of the most exciting hotel companies in the country."

Aqua's successful strategy of marketing its wide range of accommodations to travelers from all over the world has resulted in dramatically increased business from strong economies like China and Australia. The improving United States and Canadian economies are also pushing Aqua's occupancy and revenue numbers to new company highs. The hotel group is driving these numbers even higher with an aggressive renovation program with over $55 million dollars in projects completed recently or slated for this year.

The increased demand from travelers has combined with a varied demographic profile across Aqua's diversified hotels to create the opportunity for the three new brands and operating divisions under the Aqua Hospitality umbrella:

  • MONOGRAM HOTEL COLLECTION represents an elite group of stand-alone and independent hotels and resorts providing a highly personalized luxury experience. Each hotel has a distinct name and identity and is unique in personality, environment and design. All the properties offer a boutique experience and promise to be the highlight of any getaway.
  • AQUA HOTELS AND RESORTS® offers stylish, mid-priced hotels that present excellent value and lifestyle services rooted in Hawaii's rich cultural traditions. Savvy travelers will appreciate the convenient added services that make an Aqua Hotels and Resorts stay fun, convenient and positively practical.
  • LITE HOTELS is a group of eclectic, economy hotels that appeal to budget-minded travelers. These guests are seeking the most bang for their buck and appreciate the fundamentals - service, convenience and cleanliness.

The creation of the three new operating divisions also positions the company to deploy its highly successful methodologies across a wider portfolio of properties including opportunities on the U. S. mainland.

Related Brands

Instinct Hotel Collection

Instinct Hotel Collection represents an elite group of independent hotels and resorts for travelers with a penchant for personalized experiences. Each property’s distinct identity is personified through character, environment and design - a boutique experience and cornerstone (option: heart) of any special getaway.
brand information


Aqua Hotels and Resorts offer stylish hotels with excellent service and plenty of personality. Savvy travelers will appreciate the many added amenities that make a stay at Aqua Hotels and Resorts fun, friendly and positively practical.
brand information

Lite Hotels

Lite Hotels is a group of eclectic, economy hotels that appeal to budget-minded travelers. These guests are seeking the most bang for their buck and appreciate the fundamentals — service, convenience and cleanliness.
brand information
Other Brands by Aqua
Aston (by Aqua-Aston Hospitality)
Instinct Hotel Collection
Lite Hotels

About Aqua-Aston Hospitality

With a 70-year legacy, Honolulu-based Aqua-Aston Hospitality is a destination expert that provides management and marketing services to approximately 45 hotels and resorts in Hawaii, the continental United States, and Central America, including international hotel brands Hilton Inc. and InterContinental Hotels Group. The company prides itself in the expertise of its teammates and offers Hawaii"s only locally staffed 24-hour call center to best serve the needs of travelers from across the globe. For more information, visit or call (855) 945-4092. Aqua-Aston Hospitality is an operating business of ILG, Inc. (Nasdaq: ILG), a leading global provider of professionally delivered vacation experiences.

Lori Kennedy
JLK Marketing + Communications
Phone: 760-941-4121
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