Bahia Principe Hotels & Resorts has a new approach to its sub-brands aimed at streamlining the resort selection process for guests and the trade.

Two sub-brands – Bahia Principe Explore and Bahia Principe Escape – now organize the hotel portfolio by guest experience.

Bahia Principe is replacing its previous categories (Grand, Luxury, Sunlight, and Fantasia) with the two new sub-brands, to simplify the booking experience and enhance the guest experience.

Bahia Principe Escape includes exclusive adults-only hotels focused on wellness, premium dining, and specialized entertainment.

Bahia Principe Explore encompasses properties designed for families and groups seeking shared experiences. This category includes themed hotels with their own distinctive visual identity (formerly Fantasia).

The company says resort names will incorporate their corresponding sub-brand, with former Fantasia properties rebranded as Bahia Principe Explore Legend (Punta Cana) and Bahia Principe Explore Fantasia (Tenerife).

Bahia Principe resorts are operated (and the brand is owned) by the Piñero-Hyatt joint venture. Bahia Principe is the ninth brand in Hyatt’s Inclusive portfolio and the 11th all-inclusive brand overall that Hyatt offers. Last week Bahia Principe announced its participation in the World of Hyatt loyalty program.

Alignment with Hyatt’s Inclusive portfolio has guided the rebranding, alongside preserving Bahia Principe’s DNA, says Julio Pérez, CEO, Bahia Principe Hotels & Resorts.

“The new Bahia Principe brand architecture reflects who we are – shaped over more than three decades – and is the result of listening to our guests and understanding how they want to vacation today. We have created new sub-brands that feel clearer, more approachable and more authentic. As part of Hyatt’s Inclusive portfolio, we’re now able to bring that promise to new travellers around the world while strengthening our connection with those who already choose us year after year,” says Pérez.

There’s a new look for the Bahia Principe sun symbol as well. The iconic symbol has been modernized for digital and global environments while preserving its original spirit, says Pérez.

Source: Travelweek
Lead image caption: Bahia Principe Escape Runaway Bay in Jamaica