Blue Diamond Becomes Royalton Hotels & Resorts

Published on Aug 11, 2025, 3:03 pm CDT

4 min read

Blue Diamond Resorts has adopted a new corporate name, Royalton Hotels & Resorts, effective August 11, 2025. Executives said the move elevates a name guests already recognize across the Caribbean and Latin America, while unifying all sub-brands under one banner. As part of the update, Hideaway becomes Royalton Hideaway, and Planet Hollywood will operate as Planet Hollywood Hotels & Resorts by Royalton. The company says service levels and guest experiences remain unchanged.

Key Points

Why it matters: A single Royalton identity tightens brand clarity across all-inclusive resorts.
Travel impact: Bookings and loyalty recognition should be simpler across the portfolio.
What's next: Updated naming rolls out across Royalton Hideaway and Planet Hollywood by Royalton.
Sub-brands include Royalton Luxury, CHIC, Vessence, Mystique, and Grand Lido Negril.

Snapshot

Royalton's refresh consolidates a wide set of all-inclusive offerings behind one marquee, aiming to reduce confusion for travelers and distribution partners. The company frames the change as a strategic alignment at its 15-year mark, not a shift in operations. Details including the rename of Hideaway to Royalton Hideaway and Planet Hollywood's new "by Royalton" tag are part of the same rollout. For an overview of the announcement, see the company's press coverage page: Royalton press room, royaltonresorts.com/press?utm_source=adept.travel.

Background

Royalton's parent, formerly Blue Diamond Resorts, has deep distribution roots. In 2021, Sunwing Travel Group integrated 19 to 20 Blue Diamond properties with Marriott International's Autograph Collection and Marriott Bonvoy, boosting visibility among U.S. travelers and loyalty members. In 2023, WestJet Group completed its acquisition of Sunwing Vacations Group, further aligning airlift and resort packaging under one leisure umbrella in Canada. These tie-ups helped embed Royalton brands inside global channels before today's rename. Read more on Marriott's agreement: Marriott news release, marriott.gcs-web.com/.../more-double-all-inclusive?utm_source=adept.travel.

Latest Developments

Royalton Hotels & Resorts brand architecture, what changes

The headline change is corporate: Blue Diamond Resorts is now Royalton Hotels & Resorts. Two visible guest-facing updates follow. First, Hideaway at Royalton becomes Royalton Hideaway, A Resort Within a Resort, clarifying its adults-only enclave model housed inside larger Royalton properties. Second, Planet Hollywood Hotels & Resorts by Royalton links the family-friendly, movie-memorabilia concept to the core Royalton name. The broader portfolio continues to include Royalton Luxury Resorts, Royalton CHIC Resorts, Royalton Vessence Resorts, Mystique by Royalton, and Grand Lido Negril. Coverage and brand details: FTN News explainer, ftnnews.com/.../blue-diamond-resorts-rebrands?utm_source=adept.travel.

Analysis

From a traveler's standpoint, this is a housekeeping win. The Royalton label has carried more consumer recall than the Blue Diamond corporate name, so consolidating under Royalton should cut friction in search, booking, and on-property recognition. For advisors and OTAs, a single master brand with clearly named sub-brands eases merchandising across segments, from adults-only enclaves like Royalton Hideaway to high-energy Royalton CHIC. It also dovetails with Marriott Autograph integrations, where many Royalton properties already attract Bonvoy members, strengthening rate integrity and loyalty capture.

There are caveats. Cross-branding with Marriott varies by property, which can still confuse expectations around points and elite perks if travelers assume universal participation. Clear labeling on rate pages and pre-arrival emails will matter. For Planet Hollywood by Royalton, the new suffix should reassure guests that the "Vacation Like a Star" experience is backed by Royalton's service systems, but consistency checks during the transition will be key. Net-net, the rebrand prioritizes brand equity where it counts and should translate into simpler wayfinding for travelers and partners.

Final Thoughts

Royalton's rename concentrates years of equity into one headline, aiming to simplify choices across adults-only enclaves, lively social escapes, and boutique options. Expect fewer mixed signals at the point of sale and more standardized communications as signage and digital assets align. If executed cleanly, the change will help advisors position the portfolio by experience, not just geography, and help travelers recognize service promises across destinations. For a crowded all-inclusive field, that clarity is a competitive edge for Royalton Hotels & Resorts.