Bahia Principe Introduces New Sub-Brands and Identity

Bahia Principe Hotels & Resorts has launched a significant rebranding effort, introducing two exciting sub-brands: Bahia Principe Explore and Bahia Principe Escape, aimed at improving the guest experience. This initiative coincides with the inclusion of over 20 resorts into the World of Hyatt loyalty program, enhancing travel rewards for millions worldwide.

The updated brand identity features a modernized version of the iconic Bahia Principe sun symbol, aligning with its new positioning of “Fully & Freely” that encourages guests to embrace their holidays in a personalized manner while engaging with local cultures. The designed sub-brands aim to simplify bookings and cater to targeted demographics: Bahia Principe Escape specializes in adults-only options that emphasize wellness and premium dining, while Bahia Principe Explore focuses on families and gatherings with themed hotels and immersive environments.

Julio Pérez, the CEO, stated: “The new Bahia Principe brand architecture reflects who we are—shaped over more than three decades—and is the result of listening to our guests and understanding how they want to holiday today.”

This branding change is part of a strategic collaboration between Hyatt and Piñero, integrating Bahia Principe as the ninth brand in Hyatt’s Inclusive portfolio. The integration with World of Hyatt enables travelers to earn and redeem points at participating resorts across the Dominican Republic, Mexico, Jamaica, and Spain, adding nearly 12,000 rooms to the program.

With over three decades in the hospitality industry, Bahia Principe continues to lead in the all-inclusive resort market, striving to offer unforgettable travel experiences while emphasizing sustainability and responsible tourism.