by Mark Murphy
Last updated: 10:25 AM ET, Mon January 16, 2017
With the announcement of a new partnership with consumer brand Panama Jack, Playa Hotels & Resorts continues its growth strategy in the all-inclusive segment. This time, the company is going after the four-star plus category by partnering with an iconic brand.
In a conversation with TravelPulse, Kevin Froemming, Playa's executive vice president and chief marketing officer, shared some thoughts in a conversation with Travelpulse.
"We love the whole style of Panama Jack," Froemming said. "He's a world traveler who finds great places and isn't just a tourist. He's an experienced traveler and he's going to introduce you to his way of travel."
"We want to create an atmosphere of authentic Caribbean fun," added Froemming. "From the moment you arrive at the resort, you'll know you're in a special place, that's both mysterious and fun."
A pair of existing all-inclusive resorts in Mexico-Cancun's Gran Caribe Resort and Playa del Carmen's Gran Porto Resort-are the two properties that will come online as Panama Jack branded resorts in the fourth quarter of 2017. The company is working with the Panama Jack design team, a company that has its own branded furnishings line, to transform the rooms, the outdoor spaces, the pool decks, beaches and lighting to reflect the new brand.
"We are taking two very successful resorts that consistently run at 90 percent occupancy, and investing in them to take them to the next level," he said. "Guests, and the travel agents who book them, can rest assure that there will be no disruptions to existing guests during the transformation."
Travel agents have responded well to the initial announcement by Playa, with a general consensus being summed up, according to Playa, as: "This is a no-brainer. You're taking two successful brands and creating a unique feel and style that consumers will respond to".
The company is looking to expand well beyond these first two conversions and has set it's sights on various locations throughout the Caribbean and elsewhere in Mexico. Froemming calls the new Panama Jack brand a "game-changer in the four-star market for all-inclusive resorts."
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