![]() ![]() Those tiers include the Five-Star Platinum Collection, which includes Secrets Resorts & Spas, Dreams Resorts & Spas, Breathless Resorts & Spas, and Zoëtry Resorts & Spas, and the Four-Star Gold Collection, which includes Alua Hotels & Resorts and Sunscape Resorts & Spas.” “AMR Collection introduced four and five-star collection tiers as part of the repositioning to further define the level of luxury of each resort brand and provide guests with multiple entry points for a luxury travel experience. What are the collection tiers that AMR Collection recently introduced, and which resorts are included in each tier?.AMResorts will continue to be the company name however, the new AMR Collection master brand allows us to go out with a commercial. We’ve never had a master brand or umbrella brand. “So now, it makes sense that we would want to launch a master brand that all our sub-brands as a collection. “We’ve spent the last 20 years growing our pipeline very aggressively, launching new brands that appeal to different audiences and expanding into Europe with our properties throughout Spain. Why did the company take this step in its brand evolution?.AMResorts remains the company and business entity while AMR Collection is our new master brand and external representation when promoting the brands and resorts.” “AMR Collection is the new master brand of AMResorts. The AMR Collection name may be new to many travel agents, but the resorts are much-loved favourites with the trade – and with travellers! Has AMResorts rebranded as AMR Collection?.Once we’ve raised the bar, we challenge ourselves to raise it again with an eye on the future.AMR Collection is the new master brand of AMResorts, already well-known with travel agents – and their clients – for Secrets Resorts & Spas, Dreams Resorts & Spas, Breathless Resorts & Spas, and Zoëtry Resorts & Spas, Alua Hotels & Resorts and Sunscape Resorts & Spas. “The AMR Collection’s signature vacation concept will continue to do just that. “For the last two decades, AMResorts has revolutionized the all-inclusive segment and led the industry in innovation,” he said. By focusing on lifestyle and life stages through the updated brand structure, there is unlimited growth potential for the collection, while the resorts will better meet guest expectations and deliver the most value for their vacation, according to Gonzalo del Peón, group president for AMResorts Americas & Global Commercial. Looking ahead, AMR Collection will include new product line extensions to accommodate market segment preferences, and further differentiate the adults-only and family-friendly resorts. Martin and Macao Beach in the Dominican Republic. The portfolio offers 102 properties across 36 beachfront destinations and eight countries and has been the first to introduce the all-inclusive experience to new locales such as St. The company has grown to become one of the largest portfolios of all-inclusive branded luxury resorts in the Americas, tripling in size in the last decade, and is currently experiencing a massive expansion in Europe. From a business perspective, the collection’s structure will help cultivate strong and consistent brands and drive revenue through strategic marketing efforts, while increasing the portfolio’s overall enterprise value.”ĪMR Collection includes Secrets, Dreams and Breathless Resorts & Spas Zoëtry Wellness & Spa Resorts Alua Hotels & Resorts and Sunscape Resorts & Spas. She added, “The AMR Collection master brand ties the portfolio together for enhanced recognition and helps consumers connect multiple brands under one trusted name. Throughout our history, and during this past year especially, we have learned that everyday moments are worth celebrating, and AMR Collection offers the ideal backdrop to do just that.” “It reflects what vacation means for travelers today more than ever. “‘Celebrate Every Moment’ captures the feeling we aim to create for every guest through the memories made at AMR Collection resorts,” said Erica Doyne, SVP of marketing and communications, AMResorts. AMR Collection is being introduced with a new tagline, “Celebrate Every Moment,” which represents the group’s philosophy and lifelong commitment to creating memories for every lifestyle and stage of life. The launch strategically coincides with the 20th anniversary of AMResorts. These categories further define the level of luxury of each resort brand and provide guests with multiple entry points for a luxury travel experience, the company reports. The group is also introducing four- and five-star collection tiers as part of the repositioning. AMResorts LP has introduced the new master brand AMR Collection, which brings together six resort brands under one name. ![]()
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