Open Jaw

There’s All-Inclusive… Then There’s Unlimited-Luxury®

Which would your clients prefer?

AMResorts coined and trademarked the ‘Unlimited-Luxury®’ descriptor to set it apart from all-inclusive brands that don’t offer the same level of service.

Things like 24-hour room service, reservation-free specialty restaurants, pool and beach waiter service, minibars refreshed daily and premium brand drinks. AMResorts even offers ‘Unlimited Connectivity' through an app that offers free Wi-Fi. It allows guests to text each other and contact resort staff while on-property, and lets them call home at no charge.

Oh, and one more thing: there are no annoying wristbands at AMResorts to scratch up your arms and make you a target for hustlers when you go into town. That’s a selling point in itself!

Promoting 6 different brands to consumers across North America and beyond is a difficult – and expensive – proposition. That’s why AMResorts relies on a little help from its friends. Its friends the travel professionals, that is.

“Travellers are starting to familiarize themselves with AMResorts' brands,” says Jan LaPointe, Senior Director Sales & Marketing Canada for the resort company. LaPointe was around employee number 4 at AMResorts, joining the company at the end of the 1st year of its 12-year history.

LaPointe says Canadian agents have done such a good job promoting AMResorts that booking early has become a must. “We’ve got great business on the books for next winter already. If you have a honeymoon couple looking for a swim-out suite, they need to book now.”

“To get our name out there, we’ve always focused on the travel agent. They’re our bread and butter, and we’ve always believed that if they like what we offer, they will educate the consumer and promote our brands. Considering that when I joined the company there were 2 resorts and there are now 34 – and there will be 40 by the end of 2016, I’d have to say they like us.”

The 6 fast-growing AMResorts brands are Zoëtry, Secrets, Breathless, Dreams, Now and Sunscape. They are great names – something about them really works in the context of a company offering an ‘Unlimited-Luxury®’ experience. That’s right, not all-inclusive, but Unlimited-Luxury®.

“The link between the 6 brands is a quality umbrella, the fact that each one offers a distinct and exceptional customer experience,” says LaPointe, who returned to her home in Canada last year in her new role, after more than a decade based in Philadelphia. “All-inclusive did not adequately describe what we offer.”

The 6 brands of AMResorts are designed to cover different stages of life, from young adulthood to marriage to family fun. We’ll take a closer look at 3 of the largest brands, Dreams, Now and Sunscape, in other stories in this Headliner, but for the purposes of introduction:

  • Sunscape is the entry-level, 4-star brand, targeted to families.
  • Dreams welcomes families as well, with a slightly higher level of service and amenities.
  • Now targets travellers, including families, seeking active vacations.
  • Secrets is an adults-only brand offering special packages for weddings, honeymoons and anniversaries.
  • Zoëtry resorts focus on wellness and enhancing the minds and bodies of guests in an atmosphere of 'Endless Privileges.'
  • Breathless, with just 1 property in Punta Cana to date, offers an all-adult experience for singles, couples and groups of friends.

One way AMResorts fills its inventory early is through strong off-peak offers, aimed at groups, gatherings and family getaways. For example, for most dates from August through December, AMResorts offers 1 free room for every 5 paid – ideal for the wedding market. At the family brands, on most dates from Easter through June 20 and from August to December, 2 kids aged 2-12 can stay free with 2 paying adults.

“We’re definitely not a last-minute brand,” says Lapointe. “The product is in high demand and we have a very forward booking pattern in Canada. We also have a rate parity policy that many agents appreciate – we offer the same rate to everyone in Canada, there’s no exclusivity.”

Because of her background, LaPointe has been in the corner of Canadian agents for years in her previous marketing role with AMResorts. “Being Canadian, I always worked to ensure our agents were looked after. 3 of the 12 agents on our 12-person agent advisory board are Canadian. It’s our 2nd largest market and I believe Canadian agents are among the brightest and most respected in the retail travel world.”

Any agents not yet familiar with the AMResorts brands can learn a lot more at, where they can sign up for the Master Agent Education Program. Graduates receive recognition, offers and rewards, and are positioned to offer a great product to clients in search of ‘Unlimited-Luxury®.’


Jan LaPointe
April 29, 2014 at 17:07

When AMResorts created the Unlimited-Luxury concept, we wanted guests to know we were offering more than just a traditional all-inclusive. Today, our guests have access to a so many different perks, from no wristbands, no restaurant restrictions or reservations, free wifi and unlimited premium beverages to even butler service at select properties, all included within their room rate. Many others have followed our lead. What's different is we’re giving travelers a high-end experience without having to book the highest room category. I’d encourage you to compare for yourself!

Harold Wagner
April 29, 2014 at 12:20

Doesn't look that much luxury to me.Most of this stuff is already offered in the true high end properties. how does it compare to Sandals Butler service


Enter Code: