Playa Hotels & Resorts is partnering with consumer brand Panama Jack to launch a new, all-inclusive resort brand.
Playa, with a portfolio of 13 resorts in Mexico and the Caribbean, will first redevelop two existing all-inclusive hotels in Mexico: Gran Caribe Resort in Cancun and Gran Porto Resort in Playa del Carmen. The soon-to-be Panama Jack-branded properties will serve as a starting point for a much larger venture between the two companies, according to a press release, with additional resorts in Mexico and the Caribbean to follow.
“With its strong lifestyle identity and cultural connection with our core audience, Panama Jack is the ideal partner for us,” said Kevin Froemming, executive vice president and chief marketing officer, Playa Hotels & Resorts. Panama Jack is a global consumer brand known for its suncare products, eyewear, apparel, headwear, footwear and beach accessories.
The multimillion-dollar investment to rebrand the two all-inclusive resorts with 757 guest rooms will materialize early this year. With a nod to vintage travel and a retro tropical aesthetic, the substantial upgrades will include Panama Jack-influenced experiential dining, entertainment and in-suite concepts. The brand will be further integrated by way of furnishings, in-room products, signage and uniforms. Additionally, both resorts will incorporate the core of the Panama Jack business by housing retail stores complete with the brand’s best-selling clothing, home furnishings and beach products.