AMResorts introduces new master brand AMR Collection

AMResorts Secrets Lanzarote Resort and Sp
AMResorts Secrets Lanzarote Resort and Spa.

AMResorts has introduced a new master brand AMR Collection. 

The name brings together six resorts under a new umbrella brand. The group is also introducing four and five-star collection tiers as part of the repositioning. 

The launch coincides with the 20th anniversary of Apple Leisure Group-owned brand.

“The AMR Collection master brand ties the portfolio together for enhanced recognition and helps consumers connect multiple brands under one trusted name. 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,” Erica Doyne, SVP of marketing and communications for AMResorts, said.

AMR Collection includes Secrets, Dreams and Breathless Resorts & Spas, Zoëtry Wellness & Spa Resorts, Alua Hotels & Resorts and Sunscape Resorts & Spas.

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 expanding 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.

AMResorts provide sales, marketing and brand management services to resort and hotel brands under the AMR Collection.