AMResorts unveiled its sixth brand, Breathless. The first property under the new adults-only brand will be the Riviera Cancun, scheduled to open in October 2015.
The Breathless resort will feature 24-hour room service, gourmet dining with no reservations required, premium-brand beverages, a wristband-free environment, pool and beach waiter service and luxury oceanfront accommodations.
"Unlimited luxury is basically the way we deliver all the services in one single price," said Alex Zozaya, president.
"It's the way we package the different experiences at the resort: dining, drinking, entertainment and accommodations under one price. We don't call it all-inclusive because we believe our business model is way more than an all-inclusive."
AMResorts currently provides sales, marketing and brand-management services for Zoetry, Secrets, Dreams, Now and Sunscape resorts.
AMResorts has seven properties in Cancun under its Secrets, Dreams and Now brands. Follow Gay Nagle Myers on Twitter @gnmtravelweekly.