Playa Unveils New Resort Brand: Panama Jack

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Kevin Froemming, EVP & Chief Marketing Officer for Playa Hotels & Resorts with Panama Jack CEO Kim Manna

Playa Hotels & Resorts has announced the launch of a new resort brand, in partnership with sun care product and beach apparel consumer brand Panama Jack.

The partnership will kick off with the redevelopment of 2 existing all-inclusive hotels in Mexico: Gran Caribe Resort in Cancun and Gran Porto Resort in Playa del Carmen. The soon-to-be Panama Jack-branded all-inclusive properties will serve as a starting point for a larger venture between the companies, with additional resorts in Mexico and the Caribbean to follow.

“Playa Hotels & Resorts has a proven track record for bringing brands into new sectors and we are delighted to welcome Panama Jack into the hotel and resort sector,” said Kevin Froemming, Executive Vice President & Chief Marketing Officer, Playa Hotels & Resorts. “And with its strong lifestyle identity and cultural connection with our core audience, Panama Jack is the ideal partner for us. We couldn’t be more pleased about this partnership.”

The multimillion dollar investment to rebrand the 2 all-inclusive resorts - with a combined total of 757 guest rooms - will begin early this year.

Here’s how the personality of the new Panama Jack resort brand is defined: “With a nod to vintage travel and a retro tropical aesthetic, the substantial upgrades will include Panama Jack-influenced experiential dining, entertainment and in-suite concepts. The brand will be further integrated by way of furnishings, in-room products, signage and uniforms, introducing guests to the worldly and relaxed essence for which Panama Jack is celebrated. Additionally, both resorts will incorporate the core of the Panama Jack business by housing retail stores complete with the brand’s best-selling clothing, home furnishings and beach products.”

“We’re excited to partner with Playa Hotels to launch Panama Jack Resorts,” said Kim Manna, Chief Executive Officer of Panama Jack. “We found the perfect partner in the hospitality industry with proven performance, tremendous growth and the expertise we’ve been looking for.”

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