Sunday,  December 5, 2021  6:00 pm

Playa Resorts Talks Brand Evolution

Playa Resorts Talks Brand Evolution

Last year it was announced that just as Real Resorts signed an agreement with Playa Hotels & Resorts, Playa simultaneously signed an agreement with Hyatt Hotels Corporation to exclusively flag and manage the new Hyatt-branded all-inclusive resorts in Mexico and Jamaica.

In the midst of the rebranding and expansion of the company’s portfolio of properties, Playa is now showcasing the addition of the Hyatt Ziva and Zilara all-inclusive brands in Cancun, Los Cabos, Puerto Vallarta, and Jamaica.

PAXnewsWest sat down with Howard Tanenbaum, Playa Resorts’ global director, retail and group sales, to hear about the evolution of the brands now under the Playa Resorts umbrella.

“Of the four hotels that were part of the Real Resorts brand, three of them have remained with their original branding under the GRAN- the GRAN Ports in Playa del Carmen; the Grand Caribe in Cancun, and the flagship of the Real brand- the five star Royal Playa del Carmen remains,” Tanenbaum explained.

Tanenbaum said the fourth property in Cancun became the Hyatt Zilara and this is the first time one of the first times one of the Hyatt brand names ventured into the all-inclusive segment of the market.

“Hyatt purchased a significant portion of Playa Resorts and together we are co-developing two brands with Hyatt- the Hyatt Zilara, which is age-restricted, and the Hyatt Ziva, which is all ages welcome,” Tanenbaum said.

The 600-room Hyatt Ziva is currently open and operating in Los Cabos on the site of the former Barceló Palace.  In December, a Hyatt Ziva is set to open in Puerto Vallarta.  The company purchased the former Dreams Resort, and the property is being extensively renovated.

Another Hyatt Ziva is also currently in the development stages in Cancun.

“What Hyatt does is it really allows us to take a very recognizable brand and introduce the all-inclusive concept to a whole new set of consumers...and those people will have an opportunity to be introduced to the Hyatt Ziva and Zilaras,” said Tanenbaum.

Expansion into Jamaica

Next up, Playa Resorts and Hyatt will be opening up a two-hotel complex in Montego Bay, Jamaica, after purchasing the Ritz Carleton Rose Hall.

“We invested quite a bit of money to enlarge the resort and put in multiple restaurants and that two-hotel complex will consist of a Hyatt Ziva for all ages, and in the same footprint, the Hyatt Zilara,” said Tanenbaum.

The dual property, a first for Playa Resorts in Jamaica, is set to open Nov. 1, 2014.

“By the end of 2015, after all the renovating, we will have six of the Hyatt Zilara and Ziva brands- and three will remain under the original Real brand, for a total of nine hotels that we own and operate,” said Tanenbaum.  “There’s a lot happening this year- we’re excited about that.”

Tanenbaum also said Playa Resorts is strengthening ties with the Western Canadian travel trade, and is currently offering a bonus commission of up to $160 on Playa Resort bookings.

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