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AMResorts L.P. has introduced the new master brand AMR™ Collection. Inspired by guests throughout its 20-year track record, AMR Collection brings together six resort brands, each designed for every lifestyle and stage of life, under one name. The new master brand was envisioned to help agents and guests easily select the resort that best fits their needs. The group is also introducing 4- and 5-star collection tiers as part of the repositioning. These categories further define the level of luxury of each resort brand and provide guests with multiple entry points for a luxury travel experience.

Looking ahead, AMR Collection will include new product line extensions to accommodate market segment preferences, and further differentiate the adults-only and family-friendly resorts. By focusing on lifestyle and life stages through the updated brand structure, there is much growth potential for the collection, while the resorts will better meet guest expectations and deliver the most value for their vacation.

AMR Collection includes Secrets, Dreams and Breathless Resorts & Spas, Zoëtry Wellness & Spa Resorts, Alua Hotels & Resorts and Sunscape Resorts & Spas. The company has grown to become one of the largest portfolios of all-inclusive branded luxury resorts in the Americas, tripling in size in the last decade, and is currently experiencing a massive expansion in Europe. The portfolio offers 102 properties across 36 beachfront destinations and eight countries and has been the first to introduce the all-inclusive experience to new locales such as St. Martin and Macao Beach in the Dominican Republic. 

Photo, Zoëtry Agua Punta Cana: Courtesy of AMResorts

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