Bahia Principe Hotels Launches New Sub-Brands and Visual Identity

In Brief: Bahia Principe Hotels has unveiled new sub-brands and a refreshed visual identity, marking a significant shift in its branding strategy to cater to a wider audience.

Bahia Principe Escape Runaway – Image Credit Bahia Principe Hotels

Bahia Principe Hotels & Resorts has introduced two new sub-brands, updated its visual identity, and announced the integration of more than 20 resorts into the World of Hyatt loyalty program.

Bahia Principe Hotels & Resorts has launched a refreshed brand structure featuring two new sub-brands, Bahia Principe Explore and Bahia Principe Escape, organizing its hotel portfolio by guest experience. The company has also modernized its visual identity, including an updated sun symbol, to support its new “Fully & Freely” brand positioning.

Bahia Principe Explore includes properties designed for families and groups seeking shared experiences, such as themed hotels previously categorized under Fantasia. These properties will now be known as Bahia Principe Explore Legend (Punta Cana) and Bahia Principe Explore Fantasia (Tenerife). Bahia Principe Escape comprises adults-only hotels focused on wellness, premium dining, and specialized entertainment.

This rebranding replaces the previous categories of Grand, Luxury, Sunlight, and Fantasia with the two new sub-brands. Resort names will now incorporate their corresponding sub-brand.

The brand and resorts are owned and operated by the Piñero-Hyatt joint venture. Bahia Principe is now the ninth brand in Hyatt’s Inclusive portfolio and the eleventh all-inclusive brand offered by Hyatt.

The launch of the new brand structure coincides with the integration of more than 20 Bahia Principe resorts into the World of Hyatt loyalty program. Travelers can now 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, which has more than 63 million members.