The rebranding introduces Bahia Principe Escape and Bahia Principe Explore, replacing previous categories such as Grand, Luxury, Sunlight and Fantasia. The new structure is designed to simplify the portfolio by clearly distinguishing between adults-only and all-ages experiences.
Bahia Principe Escape will focus on adults-only properties offering wellness, premium dining and tailored entertainment, while Bahia Principe Explore will include hotels designed for families and groups, including themed properties with immersive concepts.
As part of the new structure, resort names will incorporate the corresponding sub-brand, with former Fantasia properties rebranded under the Explore category.
The brand has also updated its visual identity, modernising its signature sun symbol to better align with digital and global environments, while maintaining its original character. This update supports the new brand positioning, “Fully & Freely”, which reflects a focus on personalised travel experiences and connection with local culture.
The rebranding follows the integration of Bahia Principe into the joint venture between Piñero and Hyatt, aligning the brand with Hyatt’s Inclusive portfolio while maintaining its existing brand identity.
“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” said Julio Pérez, CEO of Bahia Principe Hotels & Resorts.
The development marks Bahia Principe as the ninth brand within Hyatt’s Inclusive portfolio and the eleventh all-inclusive brand offered by the group, further expanding its global presence.
At the same time, more than 20 Bahia Principe resorts have been integrated into the World of Hyatt loyalty programme, which has over 63 million members. The addition includes properties in the Dominican Republic, Mexico, Jamaica and Spain, contributing nearly 12,000 rooms to the programme and enabling members to earn and redeem points across participating resorts.
Tags: Piñero Hyatt, Julio Pérez, Bahia Principe Hotels & Resorts
