CubaPLUS Magazine

Blue Diamond Resorts, the Canadian hotel group formerly known by that name, has rebranded as Royalton Hotels & Resorts. The change, however, does not alter its core identity, but rather represents a strategic alignment of its portfolio to highlight the strength and recognition of the Royalton brand, according to President Jordi Pelfor.

"With all brands now integrated into the Royalton family, our identity has never been so unified or so solid. Royalton is no longer just a brand, it is a name that guests remember and trust. As we celebrate 15 years of operation, this evolution marks a key moment in our history. Blue Diamond Resorts will always be a part of our DNA. Its mission, vision, and spirit remain the foundation of who we are," the executive stated in recent information published by the company on its official website.

The brands have also undergone changes, incorporating the Royalton name as a sort of "surname." For example, Hideaway at Royalton has become Royalton Hideaway, continuing its exclusive adults-only concept within the Royalton ecosystem. Meanwhile, Planet Hollywood Hotels & Resorts has been renamed Planet Hollywood Hotels & Resorts by Royalton, reaffirming the connection between its cinematic spirit and the power of the parent brand.

With this transition, the company's portfolio will continue to include renowned brands such as Royalton Luxury Resorts, Royalton CHIC Resorts, Royalton Vessence Resorts, the rebranded Royalton Hideaway Resorts, Planet Hollywood Hotels & Resorts by Royalton, Mystique by Royalton, and Grand Lido Negril.

This announcement comes in a year of expansion and innovation for the company, which includes the launch of Royalton Vessence Resorts, the recent announcement of Royalton CHIC Jamaica Paradise Cove, and new developments underway in the Caribbean, the company adds.