SuperClubs has relaunched all of its five brands under the company’s Breezes banner.
In a bid to clear confusion about the company’s offering, The Grand Lido Resorts, Hedonism Resorts, Rooms and Starfish products will all be rebranded under the Breezes name.
The move comes after Superclubs conducted research among travel agents worldwide.
“The number of brands was causing some confusion and diluting the [overall] brand strength. We spoke to agents and found that Breezes was the best known,” said SuperClubs president Paul Pennicook.
There are now 12 Breezes resorts in seven countries, each of them all-inclusive.
As part of its strategy to expand outside its traditional Caribbean market, the company has just opened its first property in Central America.
The 274-room Breezes resort in Panama, which opened on October 1, is at the coastal resort of Bijao, in the Coclé province.
The company is set to open a second resort in Brazil in late 2010. Breezes Buzios will be located near Rio de Janeiro.