Bahia Principe Hotels & Resorts has refreshed its visual identity and brand architecture with the aim of strengthening its position in the all-inclusive segment and enhancing the booking experience. The new customer-centric structure simplifies the experience by organizing sub-brands into clearly defined adults-only and all-ages categories.
The signature Bahia Principe sun symbol has been modernized for digital and global environments while “preserving its original spirit” and offering a visual update that supports the new “Fully & Freely” brand positioning, inviting guests to enjoy their vacation their way while connecting with each destination’s culture.
New sub-brand architecture
One of the most significant changes is the evolution of the sub-brand model, redesigned to simplify the booking experience and enhance the guest experience. Bahia Principe has replaced its previous categories (Grand, Luxury, Sunlight, and Fantasia) with two new sub-brands created with the consumer in mind and organized by audience type and experience.
- Bahia Principe Escapeincludes exclusive adults-only hotels focused on wellness, premium dining, and specialized entertainment.
- Bahia Principe Exploreencompasses properties designed for families and groups seeking shared experiences. This category includes themed hotels with their own distinctive visual identity (formerly Fantasia), characterized by creative and immersive spaces that enhance family leisure and spark the imagination of younger guests.
Resort names will now incorporate their corresponding sub-brand, with former Fantasia properties rebranded as Bahia Principe Explore Legend (Punta Cana) and Bahia Principe Explore Fantasia (Tenerife).
Hyatt
The launch of this new brand architecture coincides with the integration of more than 20 Bahia Principe resorts into World of Hyatt – one of the industry’s leading loyalty programs with more than 63 million members. With this addition, travellers can earn and redeem points on eligible stays at participating Bahia Principe resorts in the Dominican Republic, Mexico, Jamaica and Spain, adding nearly 12,000 rooms to the program.
Bahia Principe becomes the ninth brand in Hyatt’s Inclusive portfolio and the eleventh all-inclusive brand overall that Hyatt offers.
“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,” says Bahia Principe Hotels & Resorts CEO Julio Pérez. “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 travellers around the world while strengthening our connection with those who already choose us year after year.”
Operating for over 30 years, Bahia Principe Hotels & Resorts boasts 22 all-inclusive properties in Mexico, the Caribbean, and Spain. The Bahia Principe brand is owned and operated by a joint venture between Hyatt and Piñero.
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