The group has created a set of marketing collaterals - entitled 'Journeys, Soirees and Sojourns' - as it seeks to expand the brand experience beyond hotels to lifestyle offers.
The experiences include intimate escapes, gourmet cuisine and exclusive events for a select few, such as its Jose Carreras concert in Cambodia's famed Angkor Wat site.
The repositioning will be supported by the launch of a brand campaign at the end of September.
"For most people, when they hear the name Raffles, they think of the flagship here in Singapore," said the group's managing director Mark Blaiklock. "One of our objectives is to make it clear and spread the news that Raffles is a collection of hotels."
The stepped up marketing investment follows a second quarter move to replace the Raffles International master brand with two distinct brands - the five-star Raffles Hotels & Resorts and the four-star Swissotel Hotels & Resorts. There are seven Raffles hotels and 27 Swissotel properties.
Each group has its own managing director to lead the brand in standards and growth.
Alongside its communications activities, Raffles plans to put a loyalty scheme in place no later than in the beginning of 2004.
Swissotel already has its own loyalty plan.