Blue Diamond just rebranded as Royalton Hotels

Blue Diamond Resorts has officially transitioned to Royalton Hotels & Resorts, marking a new chapter for the company on its 15th anniversary.

The change, effective today, unites the company’s portfolio under the Royalton name — a brand that has become central to its identity and guest experience across seven leading sun destinations, mostly in the Caribbean. With a refreshed visual identity and aligned portfolio, the company says the move strengthens its position in the modern all-inclusive market while maintaining the same operations and service philosophy.

“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, President of Royalton Hotels & Resorts.

Royalton also maintains a significant partnership with Marriott International, with many of its properties participating in Marriott Bonvoy. The relationship has expanded the brand’s reach globally, offering Royalton guests access to Marriott’s loyalty program and marketing network while giving Marriott members more options for earning and redeeming points in prime Caribbean destinations.

The rebrand includes updates across the company’s sub-brands. The adults-only Hideaway at Royalton is now Royalton Hideaway, A Resort Within a Resort, continuing its “Togetherness” concept and elevated adults-only atmosphere. Planet Hollywood Hotels & Resorts is now Planet Hollywood Hotels & Resorts by Royalton, linking its cinematic style to the Royalton brand’s recognition.

The Royalton name now encompasses Royalton Luxury Resorts, Royalton CHIC Resorts, Royalton Vessence Resorts, Royalton Hideaway Resorts, Planet Hollywood Hotels & Resorts by Royalton, Mystique by Royalton, and Grand Lido Negril.

The rebrand follows a year of growth for the company, including the debut of Royalton Vessence Resorts, the announcement of Royalton CHIC Jamaica Paradise Cove, and new developments in the Caribbean pipeline.

“With every brand now part of the Royalton family, our identity has never been more unified or more powerful,” Pelfort said. “Royalton is no longer just a brand. It is a household name that guests remember and trust.”

Source: CaribJournal