Bahia Principe Introduces New Audience-Centric Sub-Brands and Refreshed Visual Identity

Bahia Principe introduces Explore and Escape sub-brands, a new “Fully & Freely” positioning, and updated identity. The rebrand follows its Piñero–Hyatt ownership and adds 20+ resorts to the World of Hyatt program.

 

Palma, March 30, 2026. Bahia Principe Hotels & Resorts has refreshed its visual identity and brand architecture to strengthen its position as a leader in the all-inclusive vacation segment and enhance the booking experience. This new customer-centric structure simplifies the experience by organizing sub-brands into clearly defined adults-only and all-ages categories.

 

The iconic Bahia Principe sun symbol has been thoughtfully modernized for digital and global environments while preserving its original spirit. This visual update supports the new “Fully & Freely” brand positioning, inviting guests to enjoy their vacation their way while connecting with each destination’s culture.

 

New sub-brand architecture focused on the customer

One of the most significant changes is the evolution of the sub-brand model, redesigned to simplify the booking experience and enhance the guest experience. Bahia Principe has replaced its previous categories (Grand, Luxury, Sunlight, and Fantasia) with two new sub-brands created with the consumer in mind and organized by audience type and experience.

 

Bahia Principe Escape includes exclusive adults-only hotels focused on wellness, premium dining, and specialized entertainment, while Bahia Principe Explore encompasses properties designed for families and groups seeking shared experiences. This category includes themed hotels with their own distinctive visual identity (formerly Fantasia), characterized by creative and immersive spaces that enhance family leisure and spark the imagination of younger guests.

 

Resort names will now incorporate their corresponding sub-brand, with former Fantasia properties rebranded as Bahia Principe Explore Legend (Punta Cana) and Bahia Principe Explore Fantasia (Tenerife).

 

This renewed brand architecture marks an important step for Bahia Principe, whose resorts are operated and whose brand is owned by the Piñero-Hyatt joint venture. Alignment with Hyatt’s Inclusive Collection’s portfolio has guided the rebranding, alongside preserving Bahia Principe’s DNA.

 

In the words of Julio Pérez, CEO of Bahia Principe Hotels & Resorts, “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 vacation today. We have created new sub-brands that feel clearer, more approachable and more authentic. As part of Hyatt’s Inclusive Collection’s portfolio, we’re now able to bring that promise to new travelers around the world while strengthening our connection with those who already choose us year after year.”

 

This milestone strengthens the strategic joint venture between Hyatt and Piñero, making Bahia Principe the ninth brand in Hyatt’s Inclusive Collection’s portfolio and the eleventh all-inclusive brand overall that Hyatt offers, further expanding vacation options for a highly loyal global community. This integration will also enhance the brand’s international visibility.

 

Bahia Principe joins World of Hyatt

The launch of this new brand architecture comes at a pivotal moment, coinciding with the integration of more than 20 Bahia Principe resorts into World of Hyatt – one of the industry’s leading loyalty programs with more than 63 million members. With this addition, travelers can earn and redeem points on eligible stays at participating Bahia Principe resorts in the Dominican Republic, Mexico, Jamaica and Spain, adding nearly 12,000 rooms to the program.

About Bahia Principe Hotels & Resorts:

Bahia Principe Hotels & Resorts celebrates more than 30 years in the industry and is a leader in the all-inclusive resort sector, with 22 properties in Mexico, the Caribbean, and Spain. The Bahia Principe brand is owned and operated by a joint venture between Hyatt and Piñero. This collaboration expands Bahia Principe’s reach, offering Hyatt guests more opportunities to enjoy its hotels in the Dominican Republic, Mexico, Jamaica, and Spain, including the exclusive Cayo Levantado Resort in the Dominican Republic. Founded in 1995 as part of Piñero, a Spanish family-owned tourism group celebrating its 50th anniversary, Bahia Principe remains committed to delivering unforgettable travel experiences, prioritizing sustainability and responsible tourism. For more information, visit www.bahiaprincipe.com.