Playa Hotels & Resorts has announced a partnership with consumer brand Panama Jack resulting in the launch of a new all-inclusive resort brand.
The luxury all-inclusive resort collection first revealed the news at its inaugural Spotlight Awards event in Jamaica Saturday. The next step is for a pair of existing all-inclusive resorts in Mexico-Cancun's Gran Caribe Resort and Playa del Carmen's Gran Porto Resort-to undergo multimillion-dollar rebranding efforts.
Work is scheduled to begin early this year.
Additional Panama Jack-branded resorts are expected to open in Mexico and the Caribbean.
The rebranded properties will feature Panama Jack-inspired dining, entertainment and in-suite concepts, Playa announced. The brand will also influence furniture, in-room products, uniforms and more. The two resorts will also boast retail stores selling Panama Jack products, including clothing, furnishings and beach products, among other items.
[READMORE] READ MORE: Playa's All-Inclusive Splash in Cancun and Playa del Carmen [/READMORE]
"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," Playa's executive vice president and chief marketing officer Kevin Froemming said in a statement. "And with its strong lifestyle identity and cultural connection with our core audience, Panama Jack is the ideal partner for us."
"This is the natural evolution of our brand, confirming its preeminence in the casual lifestyle market," Panama Jack CEO Kim Manna said in a statement accompanying the announcement.
"Consumers who enjoy our products at home and on the beach will now, as vacationing guests, have the opportunity to experience the brand as a destination where they can create their own adventures and memories with family and friends."
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