Bahia Principe Hotels & Resorts has introduced a new audience-centric brand structure and updated visual identity to reinforce its leadership in the all-inclusive segment and simplify the booking experience. The refreshed architecture organizes the portfolio into two clear categories—adults-only and all-ages—aligned with different traveler profiles.
“The new Bahia Principe brand architecture reflects who we are—shaped over more than three decades—and is the result of listening to our guests and understanding how they want to vacation today,” said CEO Julio Perez in a press statement. “We have created new sub-brands that feel clearer, more approachable and more authentic. As part of Hyatt’s Inclusive portfolio, we’re now able to bring that promise to new travelers around the world while strengthening our connection with those who already choose us year after year”.
The update includes a modernized version of Bahia Principe’s signature sun logo, reimagined for digital platforms while preserving its original essence. The visual shift supports the brand’s new “Fully & Freely” positioning, which invites travelers to enjoy vacations on their own terms while connecting with each destination’s culture.
Bahia Principe’s New Sub-Brands
Bahia Principe has redesigned its sub-brand model, replacing its previous categories (Grand, Luxury, Sunlight and Fantasia) with two new audience-driven segments. The updated framework enhances clarity for travel advisors and guests while strengthening consistency across the portfolio.
Bahia Principe Escape features adults-only properties emphasizing wellness, elevated dining and curated entertainment experiences. Bahia Principe Explore caters to families and groups, with resorts designed around shared experiences. The Explore collection includes the former Fantasia properties, known for creative themes and immersive environments that spark imagination.
Resorts will now integrate their sub-brand in the title, with Bahia Principe Explore Legend (Punta Cana) and Bahia Principe Explore Fantasia (Tenerife) introduced as part of the rebrand.
Alignment with Hyatt’s Inclusive Portfolio
The rebranding reflects the company’s integration within the Piñero-Hyatt joint venture and alignment with Hyatt’s Inclusive Collection standards. The collaboration preserves Bahia Principe’s distinctive character while expanding its international reach.
Coinciding with the new brand architecture, more than 20 of the brand’s resorts have been added to the World of Hyatt loyalty program. Members can now earn and redeem points at participating properties across the Dominican Republic, Mexico, Jamaica and Spain—representing nearly 12,000 guestrooms.
For more information, visit bahia-principe.com.
