Sonesta Hotels & Resorts, the venerable Boston-based hotel company, has a new name, logo, website and market positioning. The 60-year-old company with 26 hotels, resorts and cruise ships is now known as Sonesta Collection, a name company officials says better reflects its ability to capture the culture and location at each property.

Last year, Sonesta hired a branding company to examine its positioning, both internally and to customers. The process included an internal audit, external brand usage audit, focus groups and competitor analysis and yielded a refreshed logo and new campaign that focuses on what separates Sonesta from other hotel brands.

The campaign's tagline, “What's Your Passion?”, highlights a number of Sonesta's unique attributes: its emphasis on culinary creativity, design and architecture specific to each property, a museum-quality contemporary art collection and high levels of personal service.

The chain also recently announced its first property in Mexico, the 460-room Sonesta Gran Posada Resort, a beachfront property in the state of Sonora and a five-hour drive from Tucson, AZ. Playa de San Carlos LLC is developer of the condo hotel. The resort opens in 2009.

Amenities include a 600-foot beach, tropical-themed pool, full-service spa and wellness center, conference space and several f&b outlets. Accommodations are one- two- and three-bedroom condos with large kitchens, marble bathrooms, nine-foot ceilings, private terraces and wall-to-wall windows.