AMResorts reorganizes its resorts under new 'master brand'

AMResorts is undergoing a major repositioning, bringing its portfolio together under the umbrella of a new “master brand,” AMR Collection, while concurrently unveiling plans to phase out two of its eight resort brands.

Along with the master brand, the company has debuted a new tagline: “Celebrate Every Moment.”

In a statement, AMResorts said the changes will “connect multiple brands under a trusted name,” while better helping “agents and guests easily select the resort that best fits their needs.”

“Our goal was to make sure that we were helping to cultivate really strong brands and focusing on the brands that had the most equity,” Erica Doyne, senior vice president of marketing and communications for AMResorts, told Travel Weekly. “So, we’ve narrowed it down to have very clearly delineated target audiences for each of the six brands in the AMR Collection.”

Under the newly consolidated AMR Collection lineup, AMResorts’ family-friendly Now Resorts & Spas and Reflect Resorts & Spas all-inclusive concepts are being phased out. Select Now-branded properties are currently in the process of being reflagged under the group’s Dreams Resorts & Spas portfolio, while the Reflect brand has already been retired, with those properties no longer part of the AMResorts stable.

Additionally, the remaining six brands — Secrets Resorts & Spas, Dreams Resorts & Spas, Breathless Resorts & Spas, Zoetry Wellness & Spa Resorts, Alua Hotels & Resorts and Sunscape Resorts & Spas — will be organized under four- and five-star collection tiers.

AMR Collection’s Platinum five-star tier will include Secrets, Dreams, Breathless and Zoetry, while the Gold four-star tier will comprise Alua and Sunscape.

“Secrets is our adults-only for those romantic moments; Dreams, which is for those family moments; you’ve got Breathless, which is perfect for [adults-only] social moments; and then you go into Zoetry, which is for more mature audiences,” explained Doyne. “Then there’s Alua, which is perfect for any type of travel vacation; and Sunscape, which is all about having fun.”

Doyne added that feedback from AMResorts’ travel advisor partners played a significant role in the development of the group’s reorganization strategy.

“Travel advisors are our most important audience,” said Doyne. “We take their opinions very seriously. We did several surveys, we did focus groups, we have a travel agent advisory board, and we really listened to their perspective. And I think [the changes] allow us to create clarification for their customers, which will help them to sell more easily.”

The rollout of the revamped AMR Collection portfolio comes as all-inclusive heavyweight AMResorts celebrates its 20th anniversary. Part of the Apple Leisure Group family, AMResorts opened its first property in 2001 and has since grown its footprint to 102 hotels and resorts across Mexico, the Caribbean, Central America and Spain.

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