Coinciding with the company’s 20th anniversary, AMResorts has regrouped its six resort brands under one name for a new master collection. It has also introduced four- and five-star tiers for its portfolio.
AMR Collection includes Secrets, Dreams and Breathless Resorts & Spas, Zoëtry Wellness & Spa Resorts, Alua Hotels & Resorts and Sunscape Resorts & Spas.
The collection will add new product line extensions down the road, and will further work to differentiate AMResorts’ family friendly and adult-only brands.
The brand has also launched a new slogan: “Celebrate Every Moment.”
“‘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 travelers today more than ever,” said Erica Doyne, SVP of Marketing and Communications for 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.”
Currently, the company’s portfolio includes 102 properties in 36 beach destinations and eight countries around the world. It was the first to introduce the all-inclusive experience to new locales such as St. Martin and Macao Beach in the Dominican Republic.
“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.”
