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Hotel Rebrandings

Rebranding

Meliá Hotels International and Rafael Nadal Expand ZEL Hotels to Mexico with the Opening of ZEL Cozumel

Meliá Hotels International continues the international expansion of ZEL, the lifestyle brand created in partnership with sports icon and tennis legend Rafael Nadal, with the opening of ZEL Cozumel. As part of a comprehensive renovation and repositioning, the property will transition from Meliá Cozumel, marking the brand’s first lifestyle resort in Mexico and its second in the Americas, following the successful opening of ZEL Punta Cana in March 2025. Further strengthening the brand’s presence in the Caribbean and guided by the philosophy, “Where Mediterranean lifestyle blends with Caribbean vitality,” ZEL brings its signature approach to active and social wellbeing, centered on movement, outdoor experiences, shared moments, and a strong sense of community, all inspired by the Mediterranean way of living, to one of Mexico’s most beloved island destinations in the Fall 2026.

ZEL
Cozumel, Mexico
Rebranding

A New Era at Sandos Caracol: Sandos Hotels & Resorts Announces Playa del Carmen Eco Park Will Now Be Known as Sandos Caracol Nature Resort & Water Park

Sandos Hotels & Resorts has announced the transition of its signature 955-room Playa del Carmen eco all-inclusive resort to the new name Sandos Caracol Nature Resort & Water Park, formerly known as Sandos Caracol Eco Resort. Following the multi-staged, multi-million-dollar renovation of several of its dining outlets, common areas, amenities, and room categories, along with the addition of new cenotes, an adults-only beach club, and more, the brand believes this new name change will usher the property into a new era of prosperity.

Sandos Hotels & Resorts
Playa del Carmen, Mexico
Rebranding

The Westin Resort & Spa Puerto Vallarta Announces Transformation to All-Inclusive in 2026

The Westin Resort & Spa Puerto Vallarta is thrilled to announce its forthcoming transformation into an all-inclusive beach resort, marking a new chapter in its commitment to providing elevated hospitality and wholesome immersive experiences. Set to be completed by May 2026, the resort will be rebranded as The Westin Playa Vallarta, an All-Inclusive Resort to debut as the first Westin all-inclusive in Mexico.

Westin
Puerto Vallarta, Mexico
Rebranding

Marriott's Tribute Portfolio Debuts in Buenos Aires

Tribute Portfolio, part of Marriott Bonvoy's global portfolio of over 30 extraordinary hotel brands, marks its debut in Buenos Aires with the opening of Recoleta Grand, Buenos Aires, a Tribute Portfolio Hotel. Located in the dynamic Recoleta district - known for its European charm and cultural richness - the property joins Tribute Portfolio's growing family of characterful, independent hotels around the world.

Tribute Portfolio
Buenos Aires, Argentina
Rebranding

Grupo Posadas Debuts Fiesta Americana Nuevo Vallarta Resort & Spa

Grupo Posadas proudly announces the debut of Fiesta Americana Nuevo Vallarta Resort & Spa, marking the official transition from Wyndham Alta Nuevo Vallarta. This reimagined beachfront property brings the signature warmth, elevated service and vibrant spirit of the Fiesta Americana brand to one of Riviera Nayarit's most sought-after destinations—designed with the modern traveler in mind.

Fiesta Americana
Nuevo Vallarta, Mexico
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Rebranding

Casa Lucia: the new jewel of The Meliá Collection brand

Meliá Hotels International, Spain's leading hotel company, is expanding its presence in Latin America with the signing of an exclusive luxury hotel in Buenos Aires. Casa Lucia, the newest addition to The Meliá Collection's curated portfolio of distinctive hotels, will open its doors in the iconic Mihanovich Building, located in the vibrant Retiro neighborhood of the Argentine capital. This will be the first hotel in Latin America under The Meliá Collection brand, as the company continues its commitment to growth and to introducing its finest brands, with the goal of offering a high-value hospitality experience.

The Meliá Collection
Buenos Aires, Argentina
Rebranding

Andaz Mayakoba Resort Riviera Maya to rebrand as Alila Mayakoba

Hyatt Hotels Corporation (NYSE: H) and RLH Properties today announced the planned transformation and rebranding of Andaz Mayakoba Resort Riviera Maya to Alila Mayakoba, which will mark the Alila brand's entry into Latin America and the Caribbean. Andaz Mayakoba Resort Riviera Maya is expected to suspend operations on March 2, 2025 and debut as Alila Mayakoba later this year. Alila is a luxury brand that has received substantial recognition for its place at the forefront of transformational travel. Hotels and resorts in the global brand portfolio are known for their awe-inspiring experiences that allow guests to create a sense of connection to self, place, local culture and community.

Alila
Playa del Carmen, Mexico
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Rebranding

Marriott and Grupo Fametro to Bring the Tribute Portfolio Brand to Manaus, Amazonas

Marriott International, Inc. and the Fametro Group, led by Wellington Lins and Maria do Carmo Seffair, announced a signed agreement to convert an iconic property in the capital city of the Amazonas to a Tribute Portfolio Hotel, a collection brand within the Marriott Bonvoy portfolio known for providing hotels that are designed to reflect the character and community of their surrounding locations.

Tribute Portfolio
Amazonas, Brazil
Rebranding

Sonesta Executes Deal with Costa Sur Resort in Puerto Vallarta

Sonesta International Hotels Corporation (Sonesta) today announced it has executed a deal for what will be the Costa Sur Resort - Classico, A Sonesta Collection. The 206-room oceanfront upscale resort is located on a private beach, overlooking the ocean at Banderas Bay, south of Puerto Vallarta, Jalisco, Mexico. The resort is minutes away from local attractions including The Malecón boardwalk, The Church of Our Lady of Guadalupe, Zona Romántica (Old Vallarta) and Rio Cuale Island. The resort will undergo a renovation and be rebranded with the Classico brand, joining the Sonesta portfolio later this year.

Classico, A Sonesta Collection
Puerto Vallarta, Mexico
Rebranding

Tropicana Los Cabos, Tapestry Collection by Hilton mark the brand’s arrival in the region

Located just 500 feet from Plaza Mijares in the heart of the coastal getaway of San Jose del Cabo, the Tropicana Inn is scheduled to debut as Tropicana Los Cabos, Tapestry Collection by Hilton in early 2024. The property is tucked in a quiet enclave near the city's center and offers proximity to some of San Jose del Cabo's top destinations for dining, vibrant art galleries and local shopping.

Tapestry Collection by Hilton
San José del Cabo, Mexico
Rebranding

Hilton Expands Mexico Presence with Signing of Perla La Paz, Tapestry Collection by Hilton

Built in 1940, the historic 90-room Hotel Perla recently underwent a $10 million renovation and is expected to join the Hilton portfolio as Perla La Paz, Tapestry Collection by Hilton in early 2024. Known as a legendary hotel, Perla La Paz will continue to represent classic La Paz style with a nod to its Art Deco history and modernization of the city. Located in the golden zone of La Paz's boardwalk, it is central to the charming city's restaurants and attractions alongside sweeping vistas of the Gulf of California and Ensenada de La Paz.

Tapestry Collection by Hilton
La Paz, Mexico
Rebranding

New Kimpton Opening in Honduras this Summer

Upon its opening in the Summer of 2023, Kimpton Grand Roatán Resort & Spa will become Roatán's first international branded hospitality offering. Owned and developed by Vista Capital, the new resort will completely reimagine the previous Grand Roatán Caribbean Resort, to now offer 119 luxury guest rooms and suites, four dining and beverage outlets, destination worthy spa retreat, and nearly 6,000 square feet of meeting and events spaces. Ideally situated on Roatán's West Bay Beach with premiere access to the dropoff point of The Mesoamerican Barrier Reef, Kimpton Grand Roatán Resort & Spa will provide an island retreat like no other, offering a luxury guest experience full of indulgence, relaxation, and exciting adventure. The property aims to demonstrate its profound respect for its local communities and the surrounding environment by celebrating the craftsmanship of local artisans and incorporating sustainably-driven infrastructure into the resort's overall design.

Kimpton
West Bay, Honduras