Explore and Escape with Bahia Principe’s new sub-brands

Bahia Principe Hotels & Resorts is strengthening its position in the all-inclusive space and enhance the booking experience with a refreshed visual identity and brand architecture. The new customer-centric structure simplifies the experience by organizing sub-brands into clearly defined adults-only and all-ages categories.

The iconic Bahia Principe sun symbol has been modernized for digital and global environments while preserving its original spirit. The visual update supports the new “Fully & Freely” brand positioning, inviting guests to enjoy their vacation their way while connecting with each destination’s culture.

One of the most significant changes is the evolution of the sub-brand model, redesigned to simplify the booking experience and enhance the guest experience. Bahia Principe has replaced its previous categories (Grand, Luxury, Sunlight, and Fantasia) with two new sub-brands created with the consumer in mind and organized by audience type and experience.

Bahia Principe Escape includes exclusive adults-only hotels focused on wellness, premium dining, and specialized entertainment, while Bahia Principe Explore encompasses properties designed for families and groups seeking shared experiences. This category includes themed hotels with their own distinctive visual identity (formerly Fantasia), characterized by creative and immersive spaces that enhance family leisure and spark the imagination of younger guests.

Resort names will now incorporate their corresponding sub-brand, with former Fantasia properties rebranded as Bahia Principe Explore Legend (Punta Cana) and Bahia Principe Explore Fantasia (Tenerife).

This renewed brand architecture marks an important step for Bahia Principe, whose resorts are operated and whose brand is owned by the Piñero-Hyatt joint venture. Alignment with Hyatt’s Inclusive portfolio has guided the rebranding, alongside preserving Bahia Principe’s DNA.

Julio Pérez, CEO of Bahia Principe Hotels & Resorts, said: “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.”

Pérez continued: “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.”

The launch of this new brand architecture comes at a pivotal moment, coinciding with the integration of more than 20 Bahia Principe resorts into World of Hyatt – one of the industry’s leading loyalty programs with more than 63 million members.

With this addition, travellers can earn and redeem points on eligible stays at participating Bahia Principe resorts in the Dominican Republic, Mexico, Jamaica and Spain, adding nearly 12,000 rooms to the program.

Go to www.bahiaprincipe.com for more.