Hotel operator Grupo Posadas rebranded its collection of 12 Mexican resorts, the Fiesta Americana Resort Collection, into La Colección.
La Colección comprises resorts in Cancun, Riviera Maya, Los Cabos, Acapulco, Puerto Vallarta, Playa del Carmen, Cozumel and Kohunlich in Chetumal. The rebranding aims to distinguish Grupo Posadas’ beach resorts from their other 200 properties in the country and categorizes them either in luxury, bonding, lifestyle and active areas. The hotels offer options ranging from family-friendly and adult-only all-inclusive to European plans.
“Our intention is to build upon our well-known and established brands in Mexico, propelling into the U.S. market with a new brand that encompasses all our beach resorts under one name,” said Enrique Calderon, COO of Grupo Posadas’ hotel division. “We feel that La Colección resonates with our audiences and appeals to a broad range of travelers.”
The rebranding will be developed by R&R Partners to position La Colección as the Mexican resorts where travelers can realize their dream vacation. The campaign will include print and digital imagery that combines lifestyle photos and Mexican-inspired background patterns.
The company said La Colección intends to expand within Mexico and abroad in the next few years with Grand Fiesta Americana Acapulco Diamante, and the rebranding of the new Live Aqua Boutique Resort in Playa del Carmen. Lifestyle brand Live Aqua will also be expanding internationally with the development of five Live Aqua properties in Chicago, Los Angeles, Miami, Houston and Washington, D.C.