AMResorts will undergo a major repositioning. It will bring its entire portfolio under one "master brand", AMR Collection. At the same time, it will announce plans to eliminate two of its eight resort brands.The company also introduced a new tagline, "Celebrate every moment" along with its master brand.AMResorts stated that the changes will "connect multiple brand names under one trusted name" and help "agents or guests easily choose the resort that suits their needs."Erica Doyne (senior vice president of marketing & communications at AMResorts), stated that her goal was to help brands grow and to focus on brands with the highest equity. "So, we have narrowed it down and clearly defined target audiences for each brand in the AMR Collection."AMResorts' all-inclusive, family-friendly Now Resorts & Spas as well as Reflect Resorts & Spas are being phased out under the new AMR Collection lineup. Currently, select properties under Now brand are being reflagged by the Dreams Resorts & Spas portfolio. The Reflect brand has been retired.The remaining six brands -- Secrets Resorts & Spas and Dreams Resorts & Spas and Breathless Resorts & Spas and Zoetry Wellness & Spa Resorts as well as Alua Hotels & Resorts & Sunscape Resorts & Spas - will also be organized under the four- and five star collection tiers.The AMR Collection logo is now available. Credit: AMR collectionAMR Collection's Platinum five star tier will include Secrets. Dreams. Breathless. Zoetry will be in the Gold four-star Tier. Alua will be included in the Gold four-star Tier.Doyne explained that Secrets is reserved for romantic moments and Dreams is for family moments. Breathless is ideal for social moments for adults; Zoetry is for mature audiences. Alua is the perfect choice for any kind of vacation, while Sunscape is about having fun.Doyne said that AMResorts' travel advisor partner feedback played an important role in the development and implementation of the group's restructuring strategy.Doyne stated that travel advisors are the most important audience. We take their opinions seriously. We conducted several surveys, focus groups, and have a travel agent advisory panel. We listened carefully to their opinions. The changes allow us to clarify their needs, which will make it easier for them to sell.The revamped AMR Collection portfolio is being launched as AMResorts, an all-inclusive resort chain, celebrates its 20th year. AMResorts is part of the Apple Leisure Group and opened its first property in 2001. It has since expanded to 102 resorts and hotels across Mexico, Central America, Spain, and the Caribbean.
