AMResorts Rearrays Properties 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."

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.

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.

Fuente: Travel Weekly