AMResorts Brings Together Six Resort Brands Under One Name

AMResorts has created a new master brand, AMR Collection, bringing together six resort brands—including Secrets, Dreams, Breathless Resorts & Spas, Zoëtry Wellness & Spa Resorts, Alua Hotels & Resorts, and Sunscape Resorts & Spas—under one name.

The new master brand was “envisioned to help agents and guests easily select the resort that best fits their needs,” AMResorts, an Apple Leisure Group subsidiary, said in a statement.

The group is also introducing four and five-star collection tiers as part of the repositioning. These categories will further define the level of luxury of each resort brand and provide guests with multiple entry points for a luxury travel experience. 

AMR Collection is introduced with a new tagline ‘Celebrate Every Moment,’ which “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,” said Erica Doyne, SVP of Marketing and Communications for AMResorts. “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.”

The AMR Collection will include new product line extensions to accommodate market segment preferences, and further differentiate the adults-only and family-friendly resorts. By focusing on lifestyle and life stages through the updated brand structure, AMResorts expects unlimited growth potential for the collection.

“The AMR Collection master brand ties the portfolio together for enhanced recognition and helps consumers connect multiple brands under one trusted name,” Doyne said. “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.”

Since being founded in 2001, AMResorts 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. 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. Martin and Macao Beach in the Dominican Republic. 

As part of its European expansion, AMResorts announced three new properties in the Greek islands of Crete, Corfú, and Zante, bringing the first Dreams Resorts & Spas and Alua Hotels & Resorts-branded hotels to the destinations. The three properties will undergo extensive renovations before debuting as AMResorts hotels in 2022. The company also marked its entry into the Iberian Peninsula, announcing an agreement to bring the first Alua-branded properties to the Spanish regions of Andalucía and Murcia, beyond the Canary and Balearic Islands and in destinations that cater mainly to Spanish tourists.