New World Hotels is relaunched today with a new visual identity and service culture representing 'Modern Oriental Hospitality.'

Modern Oriental Hospitality features the best of the region's hospitality traditions and the values they spring from, but extends them in a refreshingly engaging and natural way.

The new logo's symbol is the mulberry, the fruit of the tree from which the first silk was create in China. We are inspired by silk's true origins and the story of its creation - a legendary transformation of a simple source to an substance, a story of care and craftsmanship, a quest for beauty and enduring quality.

We seek to extends these virtues to all who visit us, dedicating ourselves to nurturing long-lasting relationships with creativity and authenticity.

Individual New World Hotels properties have changed their visual identities reflect this repositioning.