In a move to further define its offering for guests, Soul Community Planet has launched three brand expressions: SCP WildFree, SCP Hotels and By SCP.
The new branding initiative marks an evolution of the Laguna Beach, Calif.-based company’s identity. SCP WildFree will include reimagined, free-spirited motels, while SCP Hotels will continue as hand-crafted boutique properties rooted in wellness and community. By SCP will focus on lodges in nature-centric settings, designed to connect guests with the outdoors while reflecting SCP’s sustainability ethos.
“Since we launched Soul Community Planet seven years ago we’ve had the privilege of welcoming and learning from a global community of mindful travelers,” Ken Cruse, SCP founder and CEO, said in a statement. “We all increasingly aspire to travel in ways that lift our spirits, strengthen the communities we visit and honor the planet. In response to the growing demand for holistic hospitality, we’ve broadened SCP into three unique expressions—each rooted in our values of wellness, kindness and sustainability, while offering its own distinct design and guest experience.”
The brand segmentation follows a seven-year proof-of-concept period in which SCP’s design, service and holistic hospitality standards were refined across a variety of property types and markets.