AMR Collection gears up for growth

After a trying time during the global pandemic, the future looks bright for AMR Collection with a slew of new openings in the pipeline as the company marks its 20th anniversary. 

“We’re one of the fastest growing resort companies with 102 resorts, 33,000 rooms in 10 countries and 36 amazing destinations,” Kevin Wojciechowski, Senior Vice President, Sales and Distribution of AMResorts, announced during the recent Amazing Agent Celebration in Cancun, which was attended by many key executives. “We’re ready for the next chapter in the company’s history.”

At a time when competitors were turning to direct booking channels, Hyatt President and CEO Mark Hoplamazian received a round of applause from the travel advisors in attendance by saying, “my view has always been that we need to partner with travel advisors and travel agents. At a time when some of our competitors were very much moving towards the only thing that matters in the world is going to direct channel bookings, we actually said no, we need to go towards the agent advisor community because you are an essential element of this business.”

Hoplamazian said there is incredible pent up demand for travel that will soon translate to agents reaping in the rewards. 

“That tremendous urge to get back on the road is real,” he said. “Rest assured you are in the right industry and you will have tremendous momentum going forward.”

Showcasing its commitment to the Canadian market, the AMResorts BDM team in Canada will grow to four again next month after being down to two representatives during the pandemic.

Amazing Agent Celebration 

Eighty-five top performing travel agents, including 19 Canadians, were recently hosted at Dreams Vista Cancun Golf & Spa Resort for the second annual Amazing Agent Celebration by AMR Collection. The event featured a welcome reception, executive panel, resort activities, gala and more from Dec. 1-4. 

“The Amazing Agents Celebration is our way to thank our top Canadian and US travel agents for their support and partnership, and help them succeed further through dedicated programming, rewards and networking,” Carolina Bellina, Senior Director of Canadian Sales, told Travel Courier onsite at the event. “Canada remains a very important market and driver for AMR Collection, as we know Canadian residents are eager to travel. Our agents’ expertise and leadership help their clients enjoy seamless travel experiences, trusting that any protocols are taken care of. By connecting with agents in person at this annual celebration, not only can they experience our luxury resort offerings for themselves, but we’re able to give them the education and resources to help their clients travel with confidence.”

Attendees earned complimentary travel and resort accommodations based on the number of room nights registered with AMRewards. Agents interested in joining next year’s celebration are reminded to register their bookings with AMRewards based on room nights registered from July 1, 2021, through June 30, 2022.

Ushering in a new era 

Earlier this year AMResorts debuted AMR Collection, a new master brand for all of its hotels and resorts. 

“This is actually for the first time how we’re tying all of our portfolio brands together. The acronym stands for All Moments Resorts and for us it was really tied to the moments and how all of our brands and resorts provide the perfect backdrop to celebrate every moment,” says Erica Doyne, SVP marketing & communications. “No moment is too big, no moment is too small.”

For easy differentiation, AMR Collection introduced four and five star tiers as part of the repositioning to further define each resort brand. Secrets is for romantic moments across couples, honeymoons and anniversaries; Dreams is about family moments; Breathless is about social moments; Zoëtry is about cultivated moments; Alua on unforgettable moments and Sunscape on fun moments.

All these elements tie into a new tagline, which is to celebrate every moment. Looking to the future, Doyne says they’re focused on building brand awareness with marketing campaigns to create demand for travel agents. 

“Over the last two decades, we’ve had the privilege of becoming one of the largest groups of luxury all inclusive resorts and brands in the Americas, tripling in size in the last decade, and massively expanding in Europe,” she said. 

In the pipeline

Gonzalo del Peón, Group President of AMResorts Americas & Global Commercial, was on hand to give an overview of the company’s growth and expansion plans. 

“We’re really optimistic in spite of all these challenges,” he said. “We’re growing both in the Americas and Europe. We’re thinking we can reach 155 resorts by 2026, so great opportunities are ahead.” 

Soon-to-open and brand new additions include Zoëtry Casa del Mar, a 60-room property which just opened Dec. 15 in Los Cabos; Zoëtry Curaçao, a 72 room resort opening Dec. 17; Secrets Moxché Playa del Carmen, a 485 suite resort opening Feb. 11; Secrets Impression Moxché, a new concept opening with 198 elevated suites on Feb. 25; Dreams Cozumel Cape, a 154 room property set to debut March 1; and the rebranded Zoëtry Marigot Bay in Saint Lucia, which will open with 124 rooms on June 1. 

Travel agents on hand for the Amazing Agent Celebration also got to tour Breathless Cancun Soul, a 429 room property, which opened on Dec. 7.

By 2026, AMR Collection also plans to have 67 resorts in Europe, up from 52 hotels. 

Although COVID-19 is something travellers will have to live with for the near future, AMR Collection has protocols in place where guests can quarantine in their rooms free of charge should they test positive on property. Wojciechowski pointed out that the rate of positivity is extremely low across its properties, representing 0.3% of bookings. 

Alejandro Reynal, CEO and President of Apple Leisure Group, also praised travel advisors, noting “the role that you play with us is tremendous.”