Earlier this year, Palladium Hotels & Resorts announced a plan to invest $21 million in itself to enhance guest experiences at a dozen properties throughout the Caribbean and Mexico.
Now the company is in the throes of executing the plan, and is about to embark on one of the most ambitious parts of its overall strategy.
Palladium Hotels & Resorts is utilizing the industry's Three R's as it has begun to renovate, rename and rebrand its adults-only luxury resorts known as The Royal Suites by Palladium and changing to TRS Hotels.
The rebrand includes a fresh and elegant look on the property as well as an updated marketing campaign and logo. TRS Hotels will become independent of Grand Palladium Hotels & Resorts, the company said, while remaining true to the mission of offering the best adults-only luxury experience and personalized service at the current properties in the Dominican Republic and Mexico as well as the new Costa Mujeres property set to open in fall of 2018.
"As the adults-only market in the Caribbean and Mexico continues to grow and expand, Palladium Hotels & Resorts looks to differentiate itself by evolving its adults-only brand, TRS Hotels," Jacques De Paep, Palladium Hotel Group Commercial Director for North America, said in a statement.
The move is part of the overall mission to enhance Palladium properties. Almost a quarter of the $21 million investments, $5 million, is slated to go to upgrading food and beverage offerings, including a higher quality of steak and liquor offerings as well as a better presentation at buffets.
Palladium will also increase its staff size by 13 percent compared to last year.
"We are dedicated to improving our guests' experiences in every way possible, so we are investing in upgrades in the areas that matter the most-service, food and beverage and technology," De Paep said in a statement. "Guest satisfaction at our upgraded properties in Jamaica, Riviera Maya and Punta Cana has soared after the renovations completed, so we are extending this investment in upgrades at all of our properties."
The TRS Hotels revamp will also include an increase in staff, upscale amenities like guestrooms with swim-up rooms, dinner-and-a-show-themed restaurants, and world-class beach clubs.
The new TRS Hotels brand maintains the original mission, however, as it caters to an adults-only experience with customized service and attention.
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In addition to the rebranding, TRS Yucatan in Riviera Maya will be undergoing various upgrades and renovations from July 1 to Nov. 15, including completely renovated guestrooms, swim-up rooms, additional exclusive a la carte restaurants, a new infinity pool, and integration of the entire room stock of the former Grand Palladium Riviera Resort & Spa along with a Signature Beach Club.
TRS Turquesa in Punta Cana will also be undergoing changes thanks to the addition of a signature Beach Club, with scheduled completion set for Dec. 1.
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