​​AMResorts launches AMR Collection master brand

AMResorts LP has introduced the new master brand AMR Collection, which brings together six resort brands under one name. The group is also introducing four- and five-star collection tiers as part of the repositioning. 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 launch strategically coincides with the 20th anniversary of 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.

“‘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. “It reflects what vacation means for travelers today more than ever. 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.”

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

AMR Collection includes Secrets, Dreams and Breathless Resorts & Spas; Zoëtry Wellness & Spa Resorts; Alua Hotels & Resorts; and Sunscape Resorts & Spas. 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. 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.

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. 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.

“For the last two decades, AMResorts has revolutionized the all-inclusive segment and led the industry in innovation,” he said. “The AMR Collection’s signature vacation concept will continue to do just that. Once we’ve raised the bar, we challenge ourselves to raise it again with an eye on the future.”