The Bahia Principe Hotels & Resorts group announces a revamp of its visual identity and brand architecture, with the introduction of two new sub-brands centered on guests’ expectations.
This evolution takes place as part of its integration into Hyatt’s portfolio, through the joint venture with the Piñero group.
As part of this transformation, Bahia Principe abandons its former categories (Grand, Luxury, Sunlight and Fantasia) in favor of two new sub-brands.
The first, Bahia Principe Escape, groups adult-only properties, with a promise focused on wellness, fine dining, and targeted entertainment experiences.
The second, Bahia Principe Explore, targets families and groups, with hotels designed to foster shared experiences. This category notably includes thematic properties, inherited from the former Fantasia line, which lean toward immersive and creative worlds.
Some properties thus change their names to fit this new logic.
This evolution takes place as part of its integration into Hyatt’s portfolio, through the joint venture with the Piñero group.
As part of this transformation, Bahia Principe abandons its former categories (Grand, Luxury, Sunlight and Fantasia) in favor of two new sub-brands.
The first, Bahia Principe Escape, groups adult-only properties, with a promise focused on wellness, fine dining, and targeted entertainment experiences.
The second, Bahia Principe Explore, targets families and groups, with hotels designed to foster shared experiences. This category notably includes thematic properties, inherited from the former Fantasia line, which lean toward immersive and creative worlds.
Some properties thus change their names to fit this new logic.
A Modernized Visual Identity
Alongside this reorganization, the brand has revised its visual identity.
Its iconic sun symbol has been modernized to fit digital usage and an international audience, while preserving its historic DNA.
This evolution is accompanied by the launch of the new positioning “Fully & Freely”, which aims to encourage travelers to experience their holidays at their own pace, while immersing themselves in the culture of the destinations.
This revamp occurs within a strategic context marked by the rising prominence of the joint venture between Hyatt and the Piñero group. Bahia Principe thus becomes the ninth brand in Hyatt’s Inclusive portfolio, and the eleventh all-inclusive brand of the group.
More than 20 Bahia Principe resorts have also joined the World of Hyatt loyalty program, reinforcing the brand’s international visibility and access to a global clientele.
For Julio Pérez, CEO of Bahia Principe Hotels & Resorts, this new architecture reflects an evolution in line with the current traveler expectations: a clearer, more accessible offering and better aligned with contemporary tourism practices.
Its iconic sun symbol has been modernized to fit digital usage and an international audience, while preserving its historic DNA.
This evolution is accompanied by the launch of the new positioning “Fully & Freely”, which aims to encourage travelers to experience their holidays at their own pace, while immersing themselves in the culture of the destinations.
This revamp occurs within a strategic context marked by the rising prominence of the joint venture between Hyatt and the Piñero group. Bahia Principe thus becomes the ninth brand in Hyatt’s Inclusive portfolio, and the eleventh all-inclusive brand of the group.
More than 20 Bahia Principe resorts have also joined the World of Hyatt loyalty program, reinforcing the brand’s international visibility and access to a global clientele.
For Julio Pérez, CEO of Bahia Principe Hotels & Resorts, this new architecture reflects an evolution in line with the current traveler expectations: a clearer, more accessible offering and better aligned with contemporary tourism practices.
Published by Amelia Brille TourMaG.com Editor See all articles by Amelia Brille
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