Skip to main content

Can a Collection Forge Connections?

Breaking down the different components of the new AMR™ Collection

In one of the biggest headlines of last month, the new AMR™ Collection was debuted by the brands formerly known as AMResorts® as the hotel management group announced reaching the remarkable milestone of its 20-year anniversary. In a massive rebranding, the hotels and spa resorts we previously knew under that umbrella became part of a formal grouping of top luxury properties centered around one common goal: celebrating moments.

After all, the day-to-day minutiae of a vacation isn’t what people remember. They have no idea what time the tide came in on Tuesday, when they got up on their first day of vacation on Saturday, if they went to the beach or the pool on Wednesday. Let’s face it—months later, they probably can’t even recall the name of the on-resort restaurant they waited with bated breath to get a reservation to. What they remember are individual moments—pockets of time that are frozen with experience.

They’ll remember how the warm Caribbean water felt as it lapped up on their feet when that tide came in. They’ll remember drinking espresso on their balcony the first day they woke up at the resort. They’ll recall the DJ at the pool and the friendly bartender that made them the perfect margarita. And they’ll never forget the romance of the dim lights, intoxicating cocktails, and savory flavors of that fancy date-night restaurant.

And that, in a nutshell, is the core of AMR™ Collection, an acronym that no longer stands for AMResorts®, but rather, All Moments Resorts. In fact, their new slogan is “Celebrate Every Moment™.”

However, it’s important to note that the identities and focuses of the six resort brands haven’t changed. Think of them as more in focus, instead.

Secrets Resorts & Spas by AMR™ Collection is now more committed than ever to creating moments of romance. They’ve always been known as a premier spot to ignite old sparks or new, and cater to adults only. At this line of resorts, you can look for elegant accommodations with touches like private swim-up pools, jetted tubs on balconies, and candle-lit couples massages at stunning spas.

Then there’s Dreams Resorts & Spas by AMR™ Collection, which is first for families. This part of the Collection is all about creating bonding moments between generations, all in the lap of luxury. The more casual Now Resorts & Spas is currently undergoing transformations to become Dreams-worthy, too, offering more upscale options for the family who wants more out of their hard-earned vacation together.

Breathless Resorts & Spas by AMR™ Collection focuses on social moments, and remains ideal for sophisticated adults only who want to unwind, relax, but also mingle and have fun in settings designed for conviviality. These are the resorts that have the most contemporary décor, trendiest activities, invigorating entertainment, and amazing craft cocktails, cultural moments, and bumping music.

Zoëtry Wellness & Spa Resorts by AMR™ Collection takes the vibrancy down a notch but the bespoke, unique luxury up several. Unlike the other brands, which promise Unlimited-Luxury®, their angle is Endless Privileges®, which is how they create cultivated moments. This series of smaller, personal resorts create intimate, boutique settings that really bring out the VIP feeling—especially when combined with the top-notch service all around, including their lauded spas.

Overseas, the AMR™ Collection includes Alua Hotels & Resorts by AMR™ Collection, which takes advantage of their European settings to create unforgettable moments. These are very flexible, offering half- and full-board all-inclusive options for singles, couples, and families, who want to take smart getaways that deliver value.

Finally, Sunscape Resorts & Spas by AMR™ Collection continues to bring on Unlimited-Fun®, which is echoed in their promise of creating fun memories. This low-key, affordable option is a great way for budget-conscious families to make the memories they deserve without breaking the bank or sacrificing their vacation wish list.

And across every time of moment, universal are their beachfront settings, world-class spas, gourmet dining with no reservations required, unlimited premium beverages, 24-hour room service, wristband-free access, signature experiences and entertainment, and pool and beach wait service. Naturally, with all of these as their baseline, no resort in this Collection is rated any lower than four stars.

So all that being said, we go back to our title question: Can a Collection Forge Connections?

We say absolutely. By making the right choice, centering around one focal type of moment, you can 100 percent strengthen your interpersonal connections. By making each resort brand all about creating a specific type of moment, it’s hard not to be caught up in it while you’re there.

But of course, you’ll just have to collect them all for yourself to really see.

Looking for more family fun? Read 10 Things You Can Only Do in Mexico and Six On-Site Water Parks for Hassle-Free Fun. But if it’s romance you’re after, check out My Big, Fat Gay Wedding … And Where to Have It—these packages are fully valid for straight and LGBTQI+ couples!

You may also like