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AMResorts L.P. has launched a new master brand, AMR Collection, which brings together six resort brands, each designed for every lifestyle and stage of life, under one trusted 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 four and five-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.  

The launch coincides with the 20th anniversary of AMResorts—20 years ago the group reintroduced the all-inclusive concept as a luxury experience. The master brand is the result of a track record of developing unique brands, now optimized to define and deliver what travelers want. AMR Collection is introduced with a new tagline “Celebrate Every Moment.” which represents the group’s philosophy and lifelong commitment to creating memories for every lifestyle and stage of life.

amr collection“‘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, s.v.p. 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.”  

Doyne adds, “The AMR Collection master brand ties the portfolio together for enhanced recognition and helps consumers connect multiple brands under one trusted name. 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.”  

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 unlimited growth potential for the collection, while the resorts will better meet guest expectations and deliver the most value for their vacation.  

“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 Peon, 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.” 

amr collection
AMR Resorts launches new AMR Collection as a master brand. (Photo courtesy of AMR Collection/AMResorts.)

AMR Collection includes Secrets, Dreams, and Breathless Resorts & Spas, Zoetry Wellness & Spa Resorts, Alua Hotels & Resorts, and Sunscape Resorts & Spas. 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.  

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