AMResorts has made some major changes. The company introduced a brand new master brand, AMR collection , which combines six resort brands under one name. AMR Collection comprises Secrets Resorts & Spas, Dreams Resorts & Spas, Breathless Resorts & Spas, Zoetry Wellness & Spa Resorts, Alua Hotels & Resorts and Sunscape Resorts & Spas.
The group will also introduce tiers of four- and five star collection tiers as part of its repositioning to “further delineate the level of luxury in each resort brand” and assist guests and travel advisors in choosing the best resort for them.
” The AMR Collection master branding ties the portfolio together to enhance recognition and help consumers connect multiple brands under one trusted brand,” Erica Doyne said, senior vice president for marketing and communications at AMResorts. “From a business standpoint, the collection’s design will help create strong brands and drive revenue through strategic market efforts while increasing the portfolio’s overall enterprise value.”
The launch AMR Collection coincides the 20th Anniversary of AMResorts. It also features a new tagline “Celebrate every Moment” that summarizes the group’s commitment to travelers and philosophy.
“‘Celebrate Every Moment’ captures the feeling we aim to create for every guest through the memories made at AMR Collection resorts — it reflects what vacation means for travelers today more than ever,” Doyne said. “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.”
AMR Collection’s future plans also include new product line extensions that will appeal to different market segment preferences and help further differentiate its various lines of both adults-only and family-friendly resorts. As the collection grows, this will allow it to meet guests’ expectations.
Advisors and their clients can also look forward to new properties in Europe, where the collection is currently experiencing a major expansion.
I’m Michelle, and I love to travel. As a former hotel expert for one of the world’s largest hotel chains, I’ve stayed in nearly every type of room imaginable (including many that were not so desirable!). Nowadays, I am fortunate enough to be able to explore the world on my own terms. From international flights to learning different languages, there is nothing too far out of reach!