Excellence Group, which owns beach resorts
in Mexico and the Caribbean, is pushing its brand in a new
direction, with a new identity and new properties in the works.
marketing of the company's two existing resorts -- one in Cancun
and one in Punta Cana, Dominican Republic -- had been handled by
AMResorts as part of its Secrets brand.
Last October, the
former Secrets Excellence Riviera Cancun officially became
Excellence Riviera Cancun, as Excellence Group took over all
aspects of running the resort.
In the Dominican
Republic, the Excellence Punta Cana relaunched with new branding
and management on Jan. 1.
with AMResorts had been enormously positive for both parties, but
without a doubt the time had arrived to go to the next level," said
Ignacio Fernandez, vice president of sales and marketing at
positioning of the two hotels, as well as the growth potential for
the coming years, made it necessary to modify the business
strategy, and with it, to begin thinking about maximizing the
potential of our own brand with the objective of strengthening our
positioning in the luxury all-inclusive segment."
The new strategy
and brand identity also ties in with Excellence Group's plans to
open new properties.
brand [launch] came at the moment when the group decided to assume
the operation and marketing of its own hotels -- not only those
that are already open, but also the ones that will be constructed
over the coming years."
Upping the ante in Cancun
opened its first property, what until January was known as the
Secrets Excellence Punta Cana, about six years ago. Since then,
it's acquired additional land in the Mexican Caribbean and in
Jamaica. Excellence Riviera Cancun opened in October 2004 with the
name Secrets Excellence Riviera Cancun.
Excellence Group is the product of an investment
partnership between two companies, Medieval Times and Explotacions
Turistiques de les Illes (also known as ETI). Both were founded in
Mallorca, Spain, and each has a 50% stake in Excellence
Group officially took over Excellence Riviera Cancun, it unveiled a
variety of upgrades and improvements, including free Internet
access in guest rooms.
For example, the
addition of an a la carte restaurant specializing in lobster dishes
improved and "added to gastronomic variety," according to
Fernandez, and brought the number of a la carte eateries on site to
eight. In addition, the debut of the beachside Chill Out Bar bumped
up the number of the resort's nightspots to 10.
Room for more
touted improvements to the company's freshly renamed Mexico
property, he also announced plans for expansion of the company's
By the end of
2007, Excellence Group plans to open its second property in Mexico,
the 440-room Excellence Playa Mujeres on Isla Mujeres just off of
Cancun. The all-suite property will have its own marina, a
convention center and a 27-hole, Greg Norman-designed golf
And by the end of
2008, the company plans to open Excellence Oyster Bay, a 350-room
property between Montego Bay and Ocho Rios, Jamaica. It will be the
company's first resort on that island.
the new properties are in line with Excellence Group's long-range
growth plans and its positioning as an upscale resort brand with an
adults-only policy of only accepting guests age 18 and
strategy of the group has always been focused on product of the
highest quality, finding well-situated land on the best beaches and
building hotels that can be marketed to the highest market segment
for all-inclusive hotels," he said.
To contact reporter Mark Chesnut, send e-mail [email protected].