Quite The Collection

AMResorts L.P. is bringing together its six resort brands in a new master brand called the AMR Collection.

The AMR Collection was envisioned to help agents and guests easily select the resort that best fits their needs. 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 launch of the AMR Collection strategically coincides with the 20th anniversary of AMResorts and builds on its history of serving loyal resort guests who expect the best vacation experiences and innovation. Twenty years ago, the group reintroduced the all-inclusive concept as a luxury experience and it features a new tag line, ‘Celebrate Every Moment, representing the group’s philosophy and lifelong commitment to creating memories for every lifestyle and stage of life.

Erica Doyne, SVP of Marketing and Communications for AMResorts, explained that: “Celebrate Every Moment captures the feeling we aim to create for every guest through the memories made at AMR Collection resorts – it reflects what vacation means for travellers today more than ever.”

Doyne continued: “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.”

And she also points out that: “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.”

The company indicated that 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.

It also said that 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.

Gonzalo del Peón, Group President for AMResorts Americas & Global Commercial, observed that: “For the last two decades, AMResorts has revolutionized the all-inclusive segment and led the industry in innovation. 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.”

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

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.

For more, go to www.AMRCollection.com .