As Carolina Bellina, Senior Director of Canadian Sales for AMResorts®, explains it, the AMR™ Collection was created with travel agents in mind — not only did they play a pivotal role in developing the strategy to support the master brand, through surveys, focus groups and feedback they helped shape what the AMR™ Collection is today.
In conversation with Canadian Travel Press, Bellina observed that: “For the first time ever, the AMR™ Collection is being introduced as a new master brand. The commercially driven and consumer-facing brand was created to further define the level of luxury for each resort brand and provides multiple entry points for a luxury all-inclusive experience.”
She continued: “The AMR™ Collection was created with travel agents in mind. Travel agents not only played a pivotal role in developing the strategy to support the master brand. Through an array of surveys, focus groups and feedback from our Travel Agent Advisory Board, the guidance ultimately helped shape what the AMR™ Collection is today.”
Said Bellina: “The approach and overall investment improve traveller discoverability to allow our partners to focus on and succeed at what they do best while providing them with the tools they need to make magic happen.”
For the full story, check out the latest issue of CANADIAN TRAVEL PRESS.