AMResorts bundles six resort labels under one brand

AMResorts has launched a new main brand. Under the name AMR Collection, six resort brands are brought together. These include Secrets, Dreams, Breathless Resorts & Spas, Zoëtry Wellness & Spa Resorts, Alua Hotels & Resorts and Sunscape Resorts & Spas.

The new main brand is designed to help agents and guests easily choose the resort that best suits their needs, says AMResorts, a subsidiary of Apple Leisure Group.

As part of the repositioning, the company is also more explicitly introducing four- and five-star offerings.
This also distinguishes more between adult-only resorts and family-friendly resorts.

Through the revamped brand structure, the hotel group intends to focus on lifestyle and life stages of its customer base. This focus should lead to more growth, Erica says. Doyne, SVP Marketing and Communications for AMResorts.

Since its founding in 2001, AMResorts has become one of the largest providers of luxury all-inclusive resorts in North and South America.

The portfolio includes 102 resorts in 36 beach destinations in eight countries.

As part of its European expansion, AMResorts has announced three new resorts on the Greek islands of Crete, Corfú and Zante, with the Dreams Resorts & Spas and Alua Hotels & Resorts labels.

The company also operates in the Iberian Peninsula. The first resorts of the Alua label are coming to the Spanish regions of Andalusia and Murcia. In addition, the company operates in the Canary Islands and the Balearic Islands and in destinations that are primarily aimed at Spanish tourists. (Photo Shutterstock).