Bahia Principe Launches Rebranding Campaign

(Photo by Bahia Principe Hotels and Resorts)

Bahia Principe Hotels & Resorts, an all-inclusive hotel brand with properties in the Dominican Republic, Jamaica, Mexico and Spain, has announced a comprehensive corporate rebranding under parent company Grupo Piñero. The company says the rebranding will highlight the brand’s evolution and growth, while also maintaining its family essence.

The corporate rebranding is reflected in the brand’s new campaign, “So Much to Come,” including a new logo where the sun, the company’s motif for the past 20 years, has been transformed into a balanced, symmetrical, solid but light anagram that symbolizes union, teamwork, dynamism, excellence, and celebration, Bahia Principe said.

With a 40-year history, Grupo Piñero is made up of three business units: Living Resorts, which includes its hotels, residences, and golf courses; Travels, which includes tour operators Soltour and Coming2; and Services, which carry out its services at each destination.
To consolidate the brand’s positioning, reinforce its family essence and advocate for its sustainable developments, Grupo Piñero says it will work with three key strategic axes: Innovation and Development, to develop global projects that strengthen and leverage the link between group companies; Digitalization, to implement tools that allow closer interaction with consumers and greater knowledge of their behavior; and Sustainability, to re-affirm the brand’s long-term commitment and active contribution toward the United Nation’s Sustainable Development Goals (SDG)


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