There are no sideshows, no aggressive drinking games, no bracelets. If you’re the sort of traveler who’s uncomfortable with loud, boozy, big-box places, who doesn’t like to wear a cheesy plastic bracelet, and who cringes when approached by “entertainment staff,” then AMResorts is your solution. There’s Unlimited Luxury (at Dreams (Dreams Villamagna Nuevo Vallarta suite below), Secrets and Now), Endless Privileges (at Zoëtry) and now, Unlimited Fun (at the reinvented Sunscape). They’ve even trademarked it, by other names. "For example, Now Resorts & Spas was designed to offer singles, couples and families a hip, fresh and dynamic Unlimited-Luxury experience with contemporary restaurant, amenities and in-resort entertainment and children’s activities."Īs for the brand standards that have proven so popular at a time when many other hotel groups are struggling, there’s a common theme: AMResorts offers the all-inclusive experience cleaned up, grown up, restyled and tailored for people who don’t typically like the all-inclusive experience. "New brands are born - and this is very important for us - out of our continuous quest to expand AMResorts offerings to meet the needs of guests who appreciate the brand standards the company maintains, but are looking for a slightly new experience based on where they are in life at the moment," says Alex Zozaya, president of AMResorts. And the last, Gems of Cap Cana (below), is actually a collection of four new-build hotels. The first, Sunscape, is actually a spiffed-up re-introduction of the very first brand the company ever tested, but temporarily was "sleeping." The real newcomer, vibrant and contemporary Now Resorts & Spas, is going to bring the same upscale-chic spin to family-friendly all-inclusives that Secrets brought to couples-only. And unbelievably, AMResorts is rolling out another three properties in 2012 and six properties in 2013. In just 10 years, parent company AMResorts has taken on brand management and marketing duties for 26 properties, with a projected portfolio of 34 resorts by 2013. Zoëtry is now in three locations, while Dreams has 11 total properties.
Secrets now has seven locations including the enormous Silversands Resort, chic new Secrets Huatulco (exterior plaza below) and Secrets Marquis los Cabos, which is a renovation and rebrand of an iconic Los Cabos property. While not everyone might have connected all these brands to the same parent company, certainly regular visitors to the Caribbean and Mexico would notice the rapid pace of their expansion. Zoëtry, the luxury spa resort collection whose very name hints at exclusivity and romance.
Dreams is the all-inclusive resort brand distinguished from Los Cabos to Cancun for its sparkling white-on-white décor and upscale, yet still family-friendly ambience. Photo Courtesy of AMResortsSecrets is the sexy adults-only collection of resorts in sun-splashed locations like Punta Cana and the Riviera Cancun.
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