Introducing AMR Collection by AMResorts

AMResorts launches AMR Collection

NEWTON SQUARE, PA — AMResorts has announced its new master brand, AMR Collection, which brings together its six resort brands under one name.

Coinciding with the 20th anniversary of AMResorts, the new master brand was envisioned to help agents and guests easily select the resort that best fits their needs. The group is also introducing four- and five-star collection tiers as part of the repositioning to further define the level of luxury of each resort brand and provide guests with multiple entry points for a luxury travel experience.

AMR Collection, which includes Secrets, Dreams and Breathless Resorts & Spas, Zoëtry Wellness & Spa Resorts, Alua Hotels & resorts, and Sunscape Resorts & Spas, launches with a new tagline: Celebrate Every Moment. This, says the group, represents its lifelong commitment to creating memories for every lifestyle and stage of life.

“‘Celebrate Every Moment’ captures the feeling we aim to create for every guest through the memories made at AMR Collection resorts – it reflects what vacation means for travellers today more than ever,” said Erica Doyne, SVP of Marketing and Communications for AMResorts. “Throughout our history, and during this past year especially, we have learned that everyday moments are worth celebrating, and AMR Collection offers the ideal backdrop to do just that.”

Looking ahead, AMR Collection will include new product line extensions to accommodate market preferences, and further differentiate the adults-only and family-friendly resorts. There is unlimited growth potential for the collection, said Gonzalo del Peón, Group President for AMResorts Americas & Global Commercial, as the resorts will better meet guest expectations and deliver the most value for their vacation.

“For the last two decades, AMResorts has revolutionized the all-inclusive segment and led the industry in innovation,” said del Peón. “The AMR Collection’s signature vacation concept will continue to do just that. Once we’ve raised the bar, we challenge ourselves to raise it again with an eye on the future.”

The company 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. The portfolio offers 102 properties across 36 beachfront destinations and eight countries, and has been the first to introduce the all-inclusive experience to new locales such as St. Martin and Macao Beach in the Dominican Republic.

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