Jamaica, and Mexico Welcomed Into Playa Hotels & Resorts’ New Brand Strategy Alongside Dominican Republic Resorts With No Disruption to On-Site Operations, Guest Comfort, or Travel Agent Incentives

Jamaica, and Mexico have now signed on officially to Playa Hotels & Resorts’ extensive new brand initiative, with multiple resorts in both nations—and resorts in the Dominican Republic—as undergoing strategic rebranding by name. The revisions come as part of an extensive rebranding rollout for bringing the resorts in line with internationally known brand names like Dreams, Secrets, Sunscape, and Hyatt Vivid. There will be no interruption to everyday resort operations, staff arrangements, or guest services during the rebranding. All features in place, from high-end rooms to individualized hospitality and travel agent incentive programs, will be just the same as before—all to create a smooth transition for travelers and booking agents alike.

Playa Hotels & Resorts has officially launched a broad-based rebranding effort for some of its longtime properties around the Caribbean and Mexico. The rebrand, effective now, impacts resorts long branded under Hilton and Wyndham flags, bringing them under some new monikers and leaving the same high quality of service, hospitality, and in-house operations in place.

Recently Renamed Resorts Now Offered

Everything in the way of property operations is unaffected.Guests will continue to receive the same high quality in comfort, service, and high-end amenities these resorts have to offer.Resort management and staff are all intact to ensure smooth sailing for present and future guests.

Business as Usual for Travel Agents

Travel professionals can continue booking these resorts under their new names with full confidence. The booking process, training resources, and commercial support systems all remain in place. All travel agent educational tools, including selling tips and modules, have been updated to reflect the new brand names without altering the content or approach.

Agents can continue to register bookings and earn incentives via the existing reward platform. Valid bookings across the updated resorts will contribute toward point accumulation and incentive eligibility, as before.

Reward Boost for Agent Bookings
BJ’s Rewards

To mark the rollout of the new branding, travel agents are being offered double reward points for every seven-night stay booked at the following properties before 31 July 2025:

Dreams La Romana (Dominican Republic)

Secrets La Romana (Dominican Republic)

Dreams Rose Hall (Jamaica)

Hyatt Vivid Playa Del Carmen (Mexico)

Sunscape Cancun (Mexico)
Agents can earn Playa Points redeemable for free nights or cash rewards by taking qualifying bookings at www.playarewards.com. Agents require just 35 Playa Points to redeem for one free night at participating Jewel, Seadust, or Wyndham resorts—all achievable in just three qualifying seven-night stays. These points also continue to offer conversion into cash value.

UK and Ireland Operations Remain Unchanged

In spite of the recent changes concerning corporate reorganization, Playa’s presence in the Irish and UK market has not been affected. Agents in these areas continue to be able to reach the dedicated support group through familiar communication means, with no disruption in service and support.

The brand repositioning is one aspect of an overall initiative to align Playa’s properties under internationally known resort brands in line with its expanding network and alliances and maintaining the familiar experience travelers and agents have grown accustomed to.

Playa Hotels & Resorts never loses sight of its dedication to the travel agent community. By pairing its hotels with new brand identities and consistently delivering the goods, Playa lets agents market, sell, and grow the business with total confidence.

The revised portfolio also adds more powerful brand recognition to resorts in premier locations such as Mexico, Jamaica, and the Dominican Republic—and offers agents more incentive for clients seeking all-inclusive luxury in proven resort environments.

Playa’s support platform, rewards system, and training assets continue to be in full action, confirming its long-term commitment to its trade partners in international markets.