Two AMResorts In Punta Cana To Undergo Brand Exchange

Anna Kroupina, Open Jaw

The current Now Larimar Punta Cana.

A brand exchange will take place for two AMResorts in Punta Cana, Secrets Royal Beach Punta Cana and Now Larimar Punta Cana.

In fall 2019, AMResorts completed a renovation valued in excess of US$30 million on the properties. 

Now, taking advantage of this period in which the resorts are temporarily closed due to COVID-19, AMResorts says it will be making additional enhancements valued at US$10 million and performing a brand exchange between both properties. 

This means that Secrets Royal Beach Punta Cana will now be located at the resort currently named Now Larimar Punta Cana, and vice versa.

"The new strategy will help attract the valued adults-only clientele while also providing the best environment for family-friendly vacations," says AMResorts in a news release.

This brand exchange will be completed in two phases:     

PHASE I: Now Larimar Punta Cana will re-open as Secrets Royal Beach Punta Cana on 1JUN. The newly rebranded resort will offers guests "an elevated experience", says AMResorts, featuring a new lobby, fully renovated rooms, enhanced and expanded restaurants, additional pools, and a new Preferred Club section overlooking the ocean.

PHASE II: Now Larimar Punta Cana, the previous Secrets Royal Beach Punta Cana, will re-open 30JUN. Additional enhancements to the new Now Larimar Punta Cana will to be completed 31AUG, 2020, and include a new lobby and swimming pool, a new Explorer’s Club and Core Zone Teens Club, as well as a new Coco Café and wedding gazebo.

Anna Kroupina

Anna Kroupina Journalist

Anna is OJ's newest member and she joins the team as a writer/reporter. She co-writes the daily news and covers events. Although she's new to the industry, pursuing a career path in travel/tourism has been a goal since her first family road trip to the Florida Keys sparked a desire to discover the world and this exhilarating, fast-paced industry.

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