Iberostar is transforming its image.The resort company has launched a new corporate strategy that segments its hotels, making it easier for guests to discern the types of experiences they will have at each of the company’s properties.Iberostar also revealed plans for long-term investments and unveiled a new brand image that transforms its visual identity and offers up the tagline: "Let It Shine."Currently, hotels are listed by destinations but, following the rebranding, properties will be designated in three categories: ocean resorts, heritage hotels or city hotels.An updated logo has also been designed with a more streamlined, modern appearance. Each different style of property will have a corresponding color in brochures that will make it identifiable to visitors.“The rebranding was inspired by the conviction that we could segment the properties to identify our soul and provide a better value for the end-user,” said Luis Mota, General Director of Strategy and Finance for Iberostar.The new logo and information on the rebranding were announced at an event at the company’s Madrid hotel, Iberostar Las Letras Gran Via, on January 11, 2018. Travel agents will soon be briefed on the rebranding and will receive training on how to best convey these changes to clients.“Travel agents are key, and we will be making presentations to them and to tour operators regarding these new segments,” said Mota.Iberostar also enlisted the help of travel agents in the process of rebranding, and the company intends to keep them and their customers updated as changes are introduced.“We want to communicate in a much more proactive way,” said Mota.READ MORE: Iberostar Hotels & Resorts' Widening ReachOverall, customers will find the changes subtle. The most major will be the ease with which people can find the type of property they are looking for.A Deeper Commitment to the EnvironmentAt the same time Iberostar announced its rebranding, the company also reaffirmed its commitment to environmental and sustainable issues. Its focus is currently in three categories: sustainable fishing, plastics reduction and recycling and the restoration of coral reefs.“This is something that we’ve already started with specialized research in the Dominican Republic where we have created coral nurseries along the coast where we are located,” said Mota.The company is looking to take specific action and wants measurable results when it comes to preserving the environment.“The oceans give us a lot, and we feel we want to give back,” he said.Continued Brand GrowthLooking to the future of the resorts, Iberostar is focused on growth and is in a good financial position to do so.“Our outlook is really bright. We have wanted to grow for many years and are on solid financial ground to do that,” noted Mota. “We are looking at the future as something that is very interesting, and we are well positioned to do what we want to do.”READ MORE: Iberostar Opens First Portugal PropertyAfter a more than $600 million investment into development and renovation of resorts over the last three years, Iberostar has committed more than $800 million to growth over the next several.Projects are underway in Lima, Peru; Aruba; Santo Domingo, the Dominican Republic; Los Cabos; and the Riviera Maya; Mexico, showcasing the company’s ongoing commitment to the Americas.