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FAIRFAX, VA — Playa Hotels & Resorts has announced it will redevelop two existing all-inclusive hotels in Mexico – Gran Caribe Resort in Cancun and Gran Porto Resort in Playa del Carmen – under the Panama Jack brand in a multimillion project involving some 757 guest rooms.
The hotel company says the soon-to-be Panama Jack-branded all-inclusive properties will serve “as a starting point for a much larger venture” between the two growing companies, with additional resorts in Mexico and the Caribbean to follow.
The Panama Jack brand, founded in 1974, encompasses everything from suncare products, eyewear, apparel, headwear, footwear and beach accessories to beach cruiser bicycles and home furnishings. The company has five retail stores at top travel destinations, with additional store openings scheduled for 2017.
“Playa Hotels & Resorts has a proven track record for bringing brands into new sectors and we are delighted to welcome Panama Jack into the hotel and resort sector,” said Kevin Froemming, Executive Vice President & Chief Marketing Officer, Playa Hotels & Resorts.
With its strong lifestyle identity and cultural connection with Playa’s core audience, Panama Jack “is the ideal partner for us”, he added.
With a nod to vintage travel and a retro tropical aesthetic, the substantial upgrades will include Panama Jack-influenced experiential dining, entertainment and in-suite concepts, says Playa. The brand will be further integrated by way of furnishings, in-room products, signage and uniforms. Both resorts will incorporate the core of the Panama Jack business by housing retail stores complete with the brand’s clothing, home furnishings and beach products.
Playa’s portfolio consists of 13 resorts totaling some 6,142 rooms in Mexico, the D.R. and Jamaica. Playa owns and manages Hyatt Zilara and Hyatt Ziva Cancun, Hyatt Zilara Rose Hall and Hyatt Ziva Rose Hall in Jamaica, Hyatt Ziva Puerto Vallarta and Hyatt Ziva Los Cabos. The company also owns and operates three resorts under Playa’s brands, THE Royal and Gran Resorts, as well as five resorts in Mexico and the D.R. that are managed by a third party.