AMR Collection Targets Ultra-Luxury Clients With Red Carpet Perks

Scott Reid of AMR with Ken Copps of TTAND

At a luxe cocktail evening on Wednesday 05OCT at the Park Hyatt in Toronto, AMR Collections hosted many of its most supportive, luxury travel advisors. Open Jaw was on hand to learn from AMR execs and guests how the company is upping the offerings at select resorts to capitalize on the post-pandemic luxury travel trend, fuelled by pent-up demand and vacation budgets, as well as a sense that clients feel deserving of a luxury travel treat.

Scott Reid, AMR Collection’s BDM for Central Canada (SK and MB) and Western Ontario said that in his experience clients simply “can’t wait to get out town!”

The three events, with the YYZ event sandwiched between others in YUL and YVR, these were the first in-person events for the resort company in Canada in two years. The group comprises 67 properties in the Caribbean, Mexico, Costa Rica and Panama. The brands in focus for the evening were the notably high end Zoetry and Secrets Impressions.

"Endless Privileges" New Perks Offering

AMR’s Carolina Bellina and Brian Joseph

Under the banner of “Endless Privileges”, the AMR Collection will include such perks as in-room (vs lobby) check-in; in-room provision of selected wellness offerings; higher end wine and spirits; and butler service.

“And, at Zoëtry Aqua Punta Cana, guests who book 7 nights or more in an oceanfront room even have the option of helicopter transfers,” announced Brian Joseph, well-known industry veteran and AMR Collection Business Development Manager for Toronto and the GTA, Eastern Ontario and the Niagara region. He reminded event attendees that Zoëtry resorts are not adults-only. While there are no programs or areas for kids, children are permitted, “but people tend to bring their nannies.”

Pam deHaan, Director of Marketing for, echoed the consensus in the room about the growth of the luxury market. “And these resorts are truly 5-star – the best in location, food, beaches.”

Karen Nakai, Global Sales Director, Hyatt Sales Force

Another revenue opportunity for agents is in the growing “bleisure” market – clients who combine business and leisure travel. As Karen Nakai, Global Sales Director of Hyatt Sales Force – Luxury, Lifestyle & Leisure, put it, corporate travellers are extending their stays and having their spouses join them.

An enthusiastic Carolina Bellina, Senior Director Canadian Sales for the AMR Collection, thanked the attendees for their support, especially over the past 2 years. “The future is bright for you, the travel agents, and ourselves. Let us support each other!”

Agents can find AMR’s sunny-south collection resorts available through all ITC and sun tour wholesalers.

Martha Chapman


An OJ columnist since 2006, Martha can often be seen On The Town covering industry events. Known to all in the biz, Martha has worked her entire career in travel, beginning as a teenaged hotel receptionist in Bermuda.

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