In conjunction with AMResort’s 20th anniversary, we recently launched a new Master Brand – the AMR™ Collection – and a refreshed brand architecture. This is a foremost endeavor and the next natural step in the evolution of our luxury all-inclusive resort brand management company.

Implementing our new and refreshed brand architecture is a strategic approach to simplifying our organizational structure, delivering a greater understanding of the company’s portfolio of brands to the benefit of consumers, travel advisor partners, and investors and developers – ultimately strengthening it for future growth. A revamped brand architecture allows a company like AMResorts to reach distinct audiences with targeted messages that raise awareness to the difference across its sub-brands, allowing us to better manage and guide perceptions of our different brands, and, more importantly, help guests, investors, developers, and partners easily select the resort that best fits their needs.

Introducing The AMR Collection

The new AMR Collection is being introduced with the tagline “Celebrate Every Moment,” which represents AMResorts’ philosophy and life-long commitment to creating memories for every lifestyle and stage of life.

The AMR Collection includes four Platinum brands:  Secrets, Dreams and Breathless Resorts & Spas; Zoëtry Wellness & Spa Resorts; and two Gold Brands: Alua Hotels & Resorts; and Sunscape Resorts & Spas. Our portfolio offers 102 properties across 37 beachfront destinations and ten countries, and has been the first to introduce the luxury all-inclusive experience to new destinations such as St. Martin and Macao Beach in the Dominican Republic. Looking ahead, the AMR Collection will include new product line extensions to accommodate market segment preferences, and further differentiate the adults-only and family-friendly resorts.

The new brand architecture was thoughtfully conceived to improve traveler discoverability and help guests easily select the brand that best aligns with their interests, generating more demand to help partners sell. The concept of creating a life-long customer journey that begins and ends with Apple Leisure Group (ALG) is our approach to grow our hotel business. Positive consumer experiences cultivate loyalty, and brand equity provides consumers with reassurance and comfort as they try other sub-brands in our collection, which gives us a huge competitive advantage.

Benefits To Investors & Developers

With an ever-growing number of hotel types to develop and resort management companies to select from, our refreshed brand architecture effectively creates profit-generating opportunities for investors and developers. This new framework emphasizes a solid foundation that enables growth, adaptability and longevity while reinforcing investor and developer confidence in future-thinking companies. It also can play a crucial role in guiding ownership through the brands’ development process, with brands and sub-brands clearly defined for their target audience, so owners can determine the ideal fit for their property to capture market share.

The AMR Collection is introducing four- and five-star collection tiers as part of the repositioning to further define the level of luxury of each resort brand and provide guests with multiple entry points for a luxury travel experience. AMResorts has always differentiated between adults-only and family-friendly brands, so this new approach better defines where properties fit in the AMR Collection. The new brand architecture is a direct reflection of the advancement of the company to meet the needs of the guests of tomorrow.

Partnering with an operator that has the depth and breadth of AMResorts – a company that not only pioneered in the luxury all-inclusive model, but is also leading the path for the future of the industry – delivers a huge advantage. Institutional investors benefit from the experience and insights of a seasoned team that understands the nuances of this model, which far differ from EP hotel investments, and the change helps supports owners by delivering the sales and marketing support that they may not have otherwise.

Evolution & The Future

We are confident that a revitalized brand architecture can position AMR for the future of travel and the evolving all-inclusive segment.

The all-inclusive model is ideal in a post-pandemic world. Guests may still be apprehensive to travel but the all-inclusive model provides a unique opportunity to vacation while staying in a “safety bubble,” something that cannot be found in an EP hotel. AMResorts and the destinations in which we operate provide a tremendous benefit – we are not city hotels with concerns about proximity, but are situated on stretches of beautiful open beaches with large outdoor spaces. Our best-in-class safety protocols also play a role in what is at the forefront of traveler’s expectations today as safety is the new luxury.

The luxury all-inclusive model is a proven model that is supported by low overhead and high returns, and the future of success within the all-inclusive sector is in resort management. The new AMR Collection master brand also simplifies sales while increasing the brand’s distribution power, ultimately helping drive revenue, demand, and increased ADR for owners. A boost in growth has a trickle down effect that  benefits existing ownership and future partners, as more resorts lead to more brand recognition for both the brand and destination.

As one of the largest portfolios of all-inclusive branded luxury resorts in the Americas, the AMR Collection has implemented a growth strategy focusing on new and existing destinations that are supported by ALG and is currently experiencing a massive expansion in Europe. The new brand structure facilitates new property acquisitions while minimizing regional conflicts. It also helps support niche opportunities for partnerships when owners and potential partners already have an existing product and are looking for a brand partner.

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Keeping with its mission to be the first choice in vacation travel, the evolution of AMResorts and the introduction of the AMR Collection positions ALG well into the future. When looking at ALG’s business units on a whole, ALG has a healthy mix of companies that can adapt and evolve based on consumer and travel trends. The advanced clarity and development opportunities resulting from a refreshed brand architecture is undeniable, and it is the next natural step on AMResorts’ path to continued growth, high levels of guest satisfaction, and financially stronger and smarter opportunities for investors. Embracing a forward-looking approach, the AMR Collection will help encourage strong and consistent brands (positioning every resort for a higher customer lifetime value), facilitate new properties joining our portfolio, and drive revenue through strategic marketing and awareness efforts, while increasing the portfolio’s overall enterprise value.