All-inclusive hotel group SuperClubs Resorts is to bring all its five brands under the Breezes name.
In November this year, the Grand Lido Negril and Grand Lido Braco hotels will be renamed Breezes Grand Negril and Breezes Rio Bueno. SuperClubs will also bring its family brand Starfish Trelawny under the Breezes umbrella.
The group is opening two new Breezes resorts in Panama and Brazil later this year.
SuperClubs Resorts chairman John Issa said: “We spoke to our valued agents and guests about our brand positioning, and as a result decided to realign and expand the Breezes brand.
“Breezes is our best-known brand with the widest appeal and we are hoping to better capitalise on its name recognition in today’s crowded marketplace. Our aim is to create brand consistency and this restructuring process is the first step in achieving our goal.”