Hemingways Unveils A New Brand Identity Across East Africa

Hospitality Group Hemingways Collection has unveiled a refreshed identity as it encompasses its expansion into the East Africa Region.

The rebrand comes close after Hemingways announced its expansion into Rwanda with the acquisition of The Retreat in Kigali, alongside the addition of Hemingways River Camp in Kenya’s Masai Mara.

For close to 40 years, Hemingways has been synonymous with warm, personalised hospitality and unique destinations, from the beaches of Watamu to the urban energy of Nairobi and the wild beauty of the Mara. The new identity captures the spirit of these experiences while redefining what luxury travel means for today’s discerning traveller as the group expands its portfolio.

“Travel is evolving, and being a luxury brand alone is no longer enough. Today’s guests are looking for experiences that are original, personal, and meaningful. Refreshing our brand allows us to move in line with what travellers want while staying true to our Kenyan heritage,” said Hemingways Hospitality Group CEO Ross Evans.

The refreshed brand promise is about celebrating the small details that make each stay unforgettable.

“Our new Tagline, Every Stay a Story, is about creating moments that feel deeply personal. Whether it is a family on safari, a honeymoon on the coast, or a cultural trip in Kigali, each experience should be memorable, meaningful, and uniquely yours,” noted Mr. Evans.

The rebrand ties into Hemingway’s longstanding commitment to conservation and community. Across its properties, the Collection supports sustainable tourism by investing in solar energy, reducing single-use plastics, sourcing locally, and partnering with community organisations such as the Maa Trust in the Masai Mara. These efforts ensure that every stay contributes to protecting wildlife and empowering local communities.

This year, Hemingways has expanded its footprint with two new properties: Hemingways River Camp in the Masai Mara and The Retreat in Kigali. The additions not only grow the brand’s reach across East Africa but also ensure that the refreshed identity is experienced seamlessly across all destinations in the Collection.

“Our Kenyan guests and partners remain at the heart of our story. Bringing River Camp and The Retreat into the Collection is reinforcing our promise that every stay across our properties will feel connected, authentic, and deeply personal,” said Mr. Evans.

From the coast to the city, the savannah to the hills of Rwanda, Hemingways is setting a new standard in East African hospitality. With its rebrand and expansions, the Collection is unifying its story, creating a seamless journey where every stay is truly a story worth telling.

Read Also: Hemingway’s Collection Acquires Richard’s River Camp In The Maasai Mara