Bahia Principe Hotels & Resorts has refreshed its visual identity and brand architecture to strengthen its position as a leader in the all-inclusive vacation segment and enhance the booking experience. This new customer-centric structure simplifies the experience by organizing sub-brands into defined adults-only and all-ages categories.
The Bahia Principe sun symbol has been modernized for digital and global environments while preserving its original spirit. This visual update supports the new “Fully & Freely” brand positioning.
New Sub-Brand Architecture Focused on the Customer
One of the most significant changes is the evolution of the sub-brand model, redesigned to simplify the booking experience and enhance the guest experience. Bahia Principe has replaced its previous categories (Grand, Luxury, Sunlight, and Fantasia) with two new sub-brands created with the consumer in mind and organized by audience type and experience.
Bahia Principe Escape includes exclusive adults-only hotels focused on wellness, premium dining, and specialized entertainment, while Bahia Principe Explore encompasses properties designed for families and groups seeking shared experiences. This category includes themed hotels with their own visual identity (formerly Fantasia).
Resort names will now incorporate their corresponding sub-brand, with former Fantasia properties rebranded as Bahia Principe Explore Legend (Punta Cana) and Bahia Principe Explore Fantasia (Tenerife).
This renewed brand architecture marks an important step for Bahia Principe, whose resorts are operated and whose brand is owned by the Piñero-Hyatt joint venture.
Julio Pérez, CEO of Bahia Principe Hotels & Resorts, said, “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 travelers around the world while strengthening our connection with those who already choose us year after year.”
This milestone strengthens the joint venture between Hyatt and Piñero, making Bahia Principe the ninth brand in Hyatt’s Inclusive portfolio and the 11th all-inclusive brand overall that Hyatt offers. This integration will also enhance the brand’s international visibility.
Bahia Principe Joins World of Hyatt
The launch of this new brand architecture comes at a pivotal moment, coinciding with the integration of more than 20 Bahia Principe resorts into World of Hyatt. With this addition, travelers can earn and redeem points on eligible stays at participating Bahia Principe resorts in the Dominican Republic, Mexico, Jamaica and Spain, adding nearly 12,000 rooms to the program.
For more information, visit www.bahiaprincipe.com.
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