Bahia Principe’s New Sub Brands Define Their Audiences

Bahia Principe has simplified its brand structure and now has just two sub brands: Bahia Principe Explore for all ages and Bahia Principe Escape for adults only.

The all-inclusive resort operator has made the change following entry into World of Hyatt for more than 20 Bahia Principe properties. The rebranding also includes a modernized sun logo and new “Fully & Freely” marketing campaign. 

“The new Bahia Principe brand architecture reflects who we are — shaped over more than three decades — and is the result of listening to our guests and understanding how they want to vacation today,” said Julio Pérez, CEO of Bahia Principe Hotels & Resorts. “We have created new sub brands that feel clearer, more approachable, and more authentic.  

“As part of Hyatt’s Inclusive portfolio, we’re now able to bring that promise to new travelers around the world while strengthening our connection with those who already choose us year after year.”    

While Bahia Principe Escape properties focus on wellness, premium dining, and specialized entertainment, Bahia Principe Explore focus on family and group experiences. The rebranding, Bahia Principe says, was guided by the resorts’ new alignment with Hyatt, as Bahia Principe becomes Hyatt’s ninth Inclusive Collection brand.

Bahia Principe Explore and Bahia Principe Escape have replaced the company’s previous sub brands of Grand, Luxury, Sunlight, and Fantasia. Some resort names have changed to encompass the new brands, such as Bahia Principe Explore Legend in Punta Cana and Bahia Principe Explore Fantasia in Tenerife.