Bahia Principe creates sub-brands to define all-ages & adults-only stays

Bahia Principe Hotels & Resorts has updated its visual identity with “sub-brands” that help define its adults-only and all-ages categories.

Bahia Principe’s sun symbol, for one, has been modernized for digital and global environments while preserving its original spirit, reads a press release.

The visual update supports the company’s “Fully & Freely” brand positioning, inviting guests to enjoy their vacation their way while connecting with each destination’s culture

Sub-brands: "Escape" & "Explore" 

One of the most significant changes is the evolution of the “sub-brand model,” which is 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 also now incorporate their corresponding sub-brand, with former Fantasia properties rebranded as Bahia Principe Explore Legend (Punta Cana) and Bahia Principe Explore Fantasia (Tenerife).

Bahia Principe's alignment with Hyatt’s Inclusive portfolio has notably guided the rebranding, the company 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,” said Julio Pérez, CEO of Bahia Principe Hotels & Resorts, in a statement.

“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 coincides with the integration of more than 20 Bahia Principe resorts into World of Hyatt.

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.

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