Bahia Principe Introduces new audience-centric sub-brands and refreshed visual identity

• Two new sub-brands – Bahia Principe Explore and Bahia Principe Escape – will organize the hotel portfolio by guest experience. 

• Bahia Principe modernizes its visual identity and launches the “Fully & Freely” positioning which invites everyone to enjoy their vacation their own way, while also connecting with the local culture of each destination.   

• The rebranding follows Bahia Principe’s brand now being owned by the Piñero-Hyatt joint venture and comes alongside with the entry of more than 20 Bahia Principe resorts into the World of Hyatt loyalty program. 

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 clearly defined adults-only and all-ages categories. 

 The iconic Bahia Principe sun symbol has been thoughtfully modernized for digital and global environments while preserving its original spirit. This visual update supports the new “Fully & Freely” brand positioning, inviting guests to enjoy their vacation their way while connecting with each destination’s culture. 

 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 distinctive visual identity (formerly Fantasia), characterized by creative and immersive spaces that enhance family leisure and spark the imagination of younger guests. 

 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. Alignment with Hyatt’s Inclusive portfolio has guided the rebranding, alongside preserving Bahia Principe’s DNA. 

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

Julio Pérez, CEO of Bahia Principe Hotels & Resorts

 This milestone strengthens the strategic joint venture between Hyatt and Piñero, making Bahia Principe the ninth brand in Hyatt’s Inclusive portfolio and the eleventh all-inclusive brand overall that Hyatt offers, further expanding vacation options for a highly loyal global community. 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 – one of the industry’s leading loyalty programs with more than 63 million members. 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. 

About Hyatt Hotels Corporation

Hyatt Hotels Corporation, headquartered in Chicago, is a leading global hospitality company guided by its purpose – to care for people so they can be their best. As of June 30, 2024, the Company’s portfolio included more than 1,350 hotels and all-inclusive properties in 78 countries across six continents. The Company’s offering includes brands in the Timeless Collection, including Park Hyatt®, Grand Hyatt®, Hyatt Regency®, Hyatt®, Hyatt Vacation Club®, Hyatt Place®, Hyatt House®, Hyatt Studios, and UrCove; the Boundless Collection, including Miraval®, Alila®, Andaz®, Thompson Hotels®, Dream® Hotels, Hyatt Centric®, and Caption by Hyatt®; the Independent Collection, including The Unbound Collection by Hyatt®, Destination by Hyatt®, and JdV by Hyatt®; and the Inclusive Collection, including Impression by Secrets, Hyatt Ziva®, Hyatt Zilara®, Zoëtry® Wellness & Spa Resorts, Secrets® Resorts & Spas, Breathless Resorts & Spas®, Dreams® Resorts & Spas, Hyatt Vivid Hotels & Resorts, Alua Hotels & Resorts®, and Sunscape® Resorts & Spas. Subsidiaries of the Company operate the World of Hyatt® loyalty program, ALG Vacations®, Mr & Mrs Smith™, Unlimited Vacation Club®, Amstar DMC destination management services, and Trisept Solutions® technology services. For more information, please visit www.hyatt.com.

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