Planet Hollywood, Sunwing Travel Group Plot Robust Expansion Strategy

TORONTO—Sunwing Travel Group has signed a deal with lifestyle brand Planet Hollywood to significantly increase the footprint of Planet Hollywood’s hotel operations globally.

Initially, Planet Hollywood Beach Resort Costa Rica will open in the fall and Planet Hollywood Resort Cancun will open in late spring of 2019 in Mexico. These two properties mark Planet Hollywood’s first foray into the luxury all-inclusive category.

“The Planet Hollywood brand has always been about delivering unique and memorable experiences that translate into lifelong memories for our guests,” said Robert Earl, Planet Hollywood’s founder and chairman. “I am so excited to partner with Sunwing Travel Group and cannot wait to get started with the first spectacular locations in Costa Rica and Cancun. This is the perfect opportunity to bring ‘fame’ a lot closer to all customers by leveraging Sunwing Travel Group’s proven track record of successfully operating and rapidly expanding premier hotel brands.”

As master hotel franchisor to the Planet Hollywood brand, Sunwing Travel Group intends to establish a dominant position for Planet Hollywood in the luxury accommodation space. In addition to building and operating new resorts, Sunwing Travel Group will offer management services and franchise opportunities to prospective Planet Hollywood hotels and resorts worldwide.

“Robert Earl is a visionary that knows how to create exciting and engaging experiences,” said Stephen Hunter, president & CEO of Sunwing Travel Group, adding that “it’s all about capturing the little details that others miss.”

The new Planet Hollywood Beach Resort Costa Rica will be the first resort under this new agreement, where customers can “vacation like a star” and interact with Hollywood memorabilia, enjoy entertainment-themed facilities, purchase popular brand merchandise and more.

The new Planet Hollywood resorts will use technology to heighten the resort experience, from interactive touch-screen digital displays narrating the memorabilia experience to PHTV in-suite and throughout the resort, keeping guests up-to-date with live streaming of events and activities. The brand is also investing in details from music architecture to help set the mood to Hollywood lighting.