Thursday,  August 18, 2022  12:55 am

VIDEO: AMResorts SVP marketing, communications Erica Doyne unpacks new AMR Collection

  • Hotels
  •   08-02-2021  11:28 am
  •   Pax Global Media

VIDEO: AMResorts SVP marketing, communications Erica Doyne unpacks new AMR Collection
From left: Erica Doyne, senior vice-president, marketing and communications, AMResorts; Michael Pihach, managing editor,
Pax Global Media

As PAX first reported in Canada this morning (Aug. 2), AMResorts has launched a new master brand, called the AMR Collection, that brings together six of the company’s distinct resort brands under one trusted name.

The concept was created to help travel advisors and guests easily select resorts that best fits their needs, the company said, while also promoting the tagline “Celebrate Every Moment,” which dictates that all moments, big or small, are good reasons to travel.

The AMR Collection will apply to six brands: Secrets (adults/couples seeking romantic moments), Dreams (family moments) and Breathless (social moments for sophisticated adults looking to mix and mingle) Resorts and Spas; Zoëtry Wellness & Spa Resorts (intimate, cultivated moments for discerning travellers); Alua Hotels & Resorts (unforgettable, unique moments for every traveller) and Sunscape Resorts & Spas (fun-filled, worry-free moments in vibrant atmospheres).

(The company is currently in the process of retiring its Now Resorts and Spas brand).

READ MORE: AMResorts launches new “AMR Collection” master brand

It’s a new positioning for AMResorts, which, despite having a breadth of product, has not actively promoted a unique concept or identity until now.

As part of launching the AMR Collection, the company will be introducing four and five-star collection tiers and will include future product line extensions to accommodate market segment preferences while also further differentiating the adults-only and family-friendly resorts.

The AMR Collection will prominently appear in trade channels over the next few weeks through dedicated training sessions and webinars for travel advisors before appearing on external channels this winter. 

For more information, visit

What is the AMR Collection all about? How will the master brand help travel advisors? What can the industry expect?

In this exclusive video interview, managing editor Michael Pihach chats with Erica Doyne, senior vice-president of marketing and communications at AMResorts, to learn more about this new and exciting initiative. 

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