Playa Hotels & Resorts has officially announced its partnership with leading consumer brand Panama Jack. Playa announced the move during the company’s first annual Spotlight Awards on Jan. 7, 2017. The invitation-only event was held for the industry’s top-performers at Playa’s Hyatt Ziva Rose Hall property in Montego Bay, Jamaica.
Under the Panama Jack brand, Playa will now pursue the redevelopment of two existing all-inclusive hotels in Mexico: Gran Caribe Resort in Cancun and Gran Porto Resort in Playa del Carmen. These properties will serve as a starting point for a much larger venture between the two companies, with additional resorts in Mexico and the Caribbean to follow.
“Playa Hotels & Resorts has a proven track record for bringing brands into new sectors and we are delighted to welcome Panama Jack into the hotel and resort sector,” said Kevin Froemming, executive vice-president & chief marketing officer, Playa Hotels & Resorts. “And with its strong lifestyle identity and cultural connection with our core audience, Panama Jack is the ideal partner for us. We couldn’t be more pleased about this partnership.”
With a nod to vintage travel and a retro tropical aesthetic, the substantial upgrades will include Panama Jack-influenced experiential dining, entertainment and in-suite concepts. The brand will be further integrated by way of furnishings, in-room products, signage and uniforms. Additionally, both resorts will incorporate the core of the Panama Jack business by housing retail stores complete with the brand’s best-selling clothing, home furnishings and beach products.
“We’re excited to partner with Playa Hotels to launch Panama Jack Resorts,” said Kim Manna, chief executive officer of Panama Jack. “We found the perfect partner in the hospitality industry with proven performance, tremendous growth and the expertise we’ve been looking for. This is the natural evolution of our brand, confirming its preeminence in the casual lifestyle market. Consumers who enjoy our products at home and on the beach will now, as vacationing guests, have the opportunity to experience the brand as a destination where they can create their own adventures and memories with family and friends.”