AMResorts is making some big changes: The company has introduced a new master brand, AMR Collection, bringing together its six resort brands under a single name. AMR Collection includes Secrets Resorts & Spas; Dreams Resorts & Spas; Breathless Resorts & Spas; Zoetry Wellness & Spa Resorts; Alua Hotels & Resorts; Sunscape Resorts & Spas; and Now Resorts & Spas.
As an additional part of its repositioning, the group is introducing four- and five-star collection tiers to “further define the level of luxury of each resort brand” and help travel advisors and guests choose the resort that best fits their needs.
“The AMR Collection master brand ties the portfolio together for enhanced recognition and helps consumers connect multiple brands under one trusted name,” said Erica Doyne, senior vice president of marketing and communications for AMResorts. “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 launch of AMR Collection coincides with the 20th anniversary of AMResorts, and features a new tagline, “Celebrate Every Moment,” that sums up the group’s philosophy and commitment to travelers.
“‘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,” Doyne said. “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.”
AMR Collection’s future plans also include new product line extensions that will appeal to different market segment preferences and help further differentiate its various lines of both adults-only and family-friendly resorts. This will ultimately allow the collection to better meet guest expectations as it continues to grow.
Advisors and their clients can also look forward to new properties in Europe, where the collection is currently experiencing a major expansion.
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AMR Collection
