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As a brand, Westin has a history of focusing on wellness, dating back to the launch of its "heavenly bed" in 1999. It's continuing that tradition this week by launching a new visual identity centered on well-being.
According to Brian Povinelli, Westin's global brand leader, consumers feel that "healthy is the new wealthy." So the company is presenting wellness as a hallmark of luxury travel with its new look today—which guests will see on its website and social media channels in addition to signage, key cards, door tags and room service menus.
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