To mark its 20th anniversary, AMResorts has introduced a new master brand designed to bring its six resort chains together under one name – AMR Collection. The strategic repositioning is designed to help both agents and guests easily find the brand that best news their needs.

AMR Collection includes Secrets, Dreams and Breathless Resorts & Spas, Zoëtry Wellness & Spa Resorts, Alua Hotels & Resorts, and Sunscape Resorts & Spas, with the portfolio representing 102 properties across 36 beachfront destinations and eight countries, including new entries in St. Martin and Macao Beach in the Dominican Republic.

The group is also introducing four and five-star collection tiers as part of the repositioning. The categories further define the level of luxury of each resort brand and provide guests with multiple entry points to the collection.

Introduced with a new tagline, ‘Celebrate Every Moment,’ AMR Collection “ties the portfolio together for enhanced recognition and helps consumers connect multiple brands under one trusted name,” says company SVP of marketing Erica Doyne. She adds, “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.”

Looking ahead, 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, AMR sees unlimited growth potential for the collection, adding that resorts will better meet guest expectations and deliver the most value for their vacation.

In the past 20 years, AMR Resorts has grown to become one of the largest portfolios of all-inclusive branded luxury resorts in the Americas, tripling in size in the last decade, and is currently experiencing a massive expansion in Europe. Resorts are located in Mexico, Jamaica, Curacao, Dominican Republic, Costa Rica, Panama, St. Martin, and Spain.