As part of a brand alignment and consolidation, all-inclusive brand Blue Diamond Resorts has rebranded as Royalton Hotels & Resorts.
The company credits its success in the all-inclusive space to the growth and recognition of its Royalton-branded properties across seven destinations. The name change follows a year of expansion for the company, including the launch of Royalton Vessence Resorts, the recent announcement of Royalton CHIC Jamaica Paradise Cove and new resort developments underway in the Caribbean.
“This is more than a name change. It is a strategic alignment of our brand portfolio that highlights the strength and recognition of Royalton,” said Jordi Pelfort, president of Royalton Hotels & Resorts.
As part of the brand realignment, the adults-only brand formerly known as Hideaway at Royalton will now be referred to as Royalton Hideaway, A Resort Within a Resort. Planet Hollywood Hotels & Resorts will also evolve to become Planet Hollywood Hotels & Resorts by Royalton.
The company’s portfolio will continue to include brands such as Royalton Luxury Resorts, Royalton CHIC Resorts, Royalton Vessence Resorts, the rebranded Royalton Hideaway Resorts, Planet Hollywood Hotels & Resorts by Royalton, Mystique by Royalton and Grand Lido Negril.
“With every brand now part of the Royalton family, our identity has never been more unified or more powerful. Royalton is no longer just a brand. It is a household name that guests remember and trust. As we celebrate 15 years of excellence, this evolution marks a defining moment in our history. Blue Diamond Resorts will always be part of our DNA. Its mission, vision and spirit remain at the core of who we are,” said Pelfort.