Royalton Hotels & Resorts Retires Blue Diamond Name in Brand Unification
The unified identity ties together 24 resorts across seven Caribbean destinations under the Royalton name.
Photo: Courtesy of Royalton Hotels & Resorts
After 15 years under the Blue Diamond Resorts banner, the all-inclusive operator is entering its next chapter with a single, globally recognized name: Royalton Hotels & Resorts. The rebrand, effective this week, brings all 24 resorts across seven Caribbean destinations under one identity.
The decision reflects the reality that Royalton-branded resorts have long been the company’s most visible and in-demand properties, offering a consistent “All-In Luxury” product across sun destinations. “This is more than a name change. It is a strategic alignment of our brand portfolio that highlights the strength and recognition of Royalton,” said Jordi Pelfort, the president of Royalton Hotels & Resorts. By making the brand the unifying thread, the company is aiming to build greater recognition among repeat guests and first-time bookers alike, which could boost loyalty and cross-sell opportunities for advisors working across multiple islands.
Several sub-brands will also receive updated names to strengthen their connection to Royalton. Hideaway at Royalton is now Royalton Hideaway, A Resort Within a Resort, maintaining its elevated adults-only positioning while making its place in the wider Royalton ecosystem clearer to the market. Planet Hollywood will be marketed as Planet Hollywood Hotels & Resorts by Royalton, linking its “Vacation Like a Star” experience to Royalton’s established service promise. Other distinctive offerings remain in place under the Royalton name, including the wellness-focused Royalton Vessence, vibrant adults-only Royalton CHIC, boutique Mystique by Royalton, and Jamaica’s clothing-optional Grand Lido Negril.
The unified brand architecture removes some of the complexity of explaining the company’s portfolio to clients, particularly those comparing properties across destinations or considering multi-resort itineraries. With a single parent name and recognizable service standards, like DreamBed accommodations and All-In Connectivity, advisors can set client expectations with greater confidence while still tailoring recommendations to different travel styles.
The timing comes during a year of growth for the company, which has seen new resort launches, the introduction of Royalton Vessence, and developments including the upcoming Royalton CHIC Jamaica Paradise Cove. The move also follows a broader trend in the luxury all-inclusive space toward consolidation and brand clarity, which can help properties stand out in a crowded market.
“Royalton is no longer just a brand. It is a household name that guests remember and trust,” said Pelfort. “As we celebrate 15 years of excellence, this evolution marks a defining moment in our history.”
