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Friday,  April 19, 2024 11:14 AM 

Exclusive: AMResorts launches new “AMR Collection” master brand

Exclusive: AMResorts launches new “AMR Collection” master brand
Erica Doyne, senior vice-president of marketing and communications at AMResorts. (Supplied)
Michael Pihach

Michael Pihach is an award-winning journalist with a keen interest in digital storytelling. In addition to PAX, Michael has also written for CBC Life, Ryerson University Magazine, IN Magazine, and Michael joins PAX after years of working at popular Canadian television shows, such as Steven and Chris, The Goods and The Marilyn Denis Show.

AMResorts has launched a new master brand that, for the very first time, brings together six unique resort brands, each designed for every lifestyle and stage of life, under one trusted name.

The AMR Collection, as the master brand is called, officially launches today (Aug. 2) and it was created to help travel advisors and guests easily select resorts that best fits their needs.

The concept, which AMResorts started planning prior to the COVID-19 pandemic, is guided by the tagline “Celebrate Every Moment,” which dictates that all moments, big or small, are good reasons to travel.

It could be a destination wedding. Or graduating from high school. Or celebrating a birthday.

“‘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,” said Erica Doyne, senior vice-president of marketing and communications at AMResorts.

AMResorts has launched its first master brand called the AMR Collection. (AMResorts)

“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.”

Launching the AMR Collection strategically coincides with the AMResorts’ 20th anniversary happening this year.

“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,” said Gonzalo del Peón, group president for AMResorts Americas & Global Commercial. “Once we’ve raised the bar, we challenge ourselves to raise it again with an eye on the future.”

6 brands under 1 name 

The AMR Collection will apply to AMResorts’ six distinct brands: Secrets (adults/couples seeking romantic moments), Dreams (family moments) and Breathless (social moments for sophisticated adults looking to mix and mingle) Resorts and Spas; Zoëtry Wellness & Spa Resorts (intimate, cultivated moments for discerning travellers); Alua Hotels & Resorts (unforgettable, unique moments for every traveller) and Sunscape Resorts & Spas (fun-filled, worry-free moments in vibrant atmospheres).

(The company is currently in the process of retiring its Now Resorts and Spas brand).

Dreams Royal Beach Punta Cana. (Dreams Resorts & Spas)

With 102 award-winning hotels across 36 beachfront destinations and eight countries, the AMR Collection will be the “master brand that endorses each of those individual brands and properties,” Doyne told PAX.

READ MORE: AMResorts announces two new hotels in Playa del Carmen

It’s a revolutionary concept for AMResorts, which, despite having a breadth of product, has not actively promoted a unique concept or identity until now.

“This is the very first time that we have collectively pulled the brand together under one distinct portfolio,” Doyne explained. 

“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.”

After two decades of aggressive growth while launching unique brands that appeal to different audiences and experiences, and expanding into Europe (Spain), the timing was right, Doyne noted.

The AMR Collection effectively introduces a “new path forward as we plan for the future,” she said.

4 & 5-star collection tiers

The group will also be introducing four and five-star collection tiers as part of the repositioning.

Secrets, Dreams, Breathless and Zoëtry, for instance, will fall into the “5-Star Platinum Collection” while Alua and Sunscape will belong to the “4-Star Gold Collection.

“This allows us to introduce different entry points and tiers of luxury for our customers,” Doyne said.

And travel advisors played a “big role” in developing the concept, from agents who participated in surveys and focus groups to AMResorts’ own travel agent advisory board.

“They were the trusted source on what this was going to look like moving forward,” Doyne said. 

Zoëtry Montego Bay Jamaica. (Zoëtry Wellness & Spa Resorts)

There’s a lot to be said about matching customers with the right resort – “and this master brand does exactly that,” Doyne said, noting how it will help travel advisors with sales.

The updated brand structure will also include future product line extensions to accommodate market segment preferences and further differentiate the adults-only and family-friendly resorts.

Exciting new developments 

The launch of the AMR Collection comes as AMResorts continues to expand in much-loved destinations.

The group recently brought the all-inclusive experience to new locales such as St. Martin (Secrets St. Martin Resort & Spa, the only all-inclusive on the French side of the island) and Macao Beach in the Dominican Republic (Dreams Macao Beach Punta Cana Resort & Spa).

Secrets St. Martin Resort & Spa. (Secrets Resorts and Spas)

There’s the new Secrets Bahia Mita Surf & Spa Resort and Dreams Bahia Mita Surf & Spa Resort in an exclusive area near Punta de Mita in Nayarit. 

Additionally, a new Breathless Cancun Soul Resort & Spa is set to open this December 2021.

AMResorts has also announced its newest Secrets-branded properties in Playa del Carmen: Secrets Moxché Playa del Carmen and Secrets Impression Moxché Playa del Carmen, which are also scheduled to open this December.

That development, in particular, is “definitely a flagship and elevated product for us,” Doyne said.

The AMR Collection will prominently appear in trade channels over the next few weeks through dedicated training sessions and meetings for travel advisors before appearing on external channels this winter.

FAM trips, webinars and new promos with AMRewards are also coming this fall and winter, Doyne said.

For more information and updates on the AMR Collection, go to

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