Starwood Hotels & Resorts’ The Luxury Collection recently unveiled “Hotels that Define the Destination,” a new global advertising campaign that launches the first phase of an identity overhaul for the luxury hospitality brand. The identity overhaul emphasizes experiential luxury.

The initiative coincides with a $700 million effort led by Starwood and its owner partners to expand and improve the brand’s hotel portfolio around the world, including the renovation of landmark hotels like The Palace Hotel in San Francisco, the conversion of iconic properties including the Augustine in Prague and the grand opening of new hotels such as Suiran in Kyoto.

“As we enter a period of significant growth for The Luxury Collection, both in the U.S. and abroad, Starwood is making a significant investment to drive profound consumer awareness for the brand’s extraordinary collection of hotels,” said. “We fully recognize the enormous untapped potential of T

“We are shining an ever brighter spotlight on The Luxury Collection as it becomes the world’s largest luxury hotel brand by year’s end,” said Adam Aron, Chief interim executive officer, Starwood Hotels & Resorts.