The Story of Vertu Hospitality, Hotels and Resorts’ Logo
A belief that hospitality, at its finest, is not defined by walls, stars, or standards, but by movement. By the ability to sense, to respond, to adapt and to create lasting value in every moment of a journey, for guests and partners alike.
This vision finds its roots long before VERTU itself. In 2002, Gérald Lampaert also founded the Vendôme Hospitality Group in Paris - Place Vendôme, a Luxury Event and Communication company where the concept of the single chevron first emerged; a symbol of direction, precision, and forward motion. Over time, that symbol evolved. Its lines became sharper, more structured, more defined; reflecting a new era, a new ambition.
Imagined in 2015 and brought to life in 2017 and 2018, with VERTU Hospitality and VERTU Hotels and Resorts carries this legacy forward. Not as a repetition of the past, but as its natural progression, a refined expression of the same pursuit of excellence, adapted to a changing world.
At the heart of VERTU Hospitality, Hotels and Resorts lies its signature emblem : four chevrons, each pointing forward. More than a design, they are a philosophy in motion, rooted in a continuous stream of service excellence.
Agility is our instinct. In an ever-changing world, we move with clarity and purpose, adapting strategies, operations, and experiences to meet the realities of both guests and hotel owners or managers.
Availability is our promise. To be present where it matters most; for our guests, with seamless and attentive service; for our partners and B2B clients, with constant support, insight, and reliability.
Flexibility is our nature. We do not impose rigid models. Instead, we shape solutions and experiences that respond to each property, each market, and each individual; unlocking potential while preserving identity.
From these foundations emerges our ultimate purpose, our last chevron: a Great Customer Experience.
For hotel guests, it is effortless, memorable, and deeply personal. For hotels and resorts owners, it is performance, trust, and long-term value creation. For us, it is the point where emotion and excellence meet.
VERTU is not about perfection. It is about precision in service, in strategy, and in understanding. It is about anticipating needs before they are expressed, and delivering value before it is measured.
The chevron has evolved; sharper, stronger, more defined. Yet its meaning remains unchanged: a constant forward movement, guided by excellence, driven by purpose.
We move forward, always.
This is VERTU.
A new direction in hospitality where experience and performance evolve as one.