Excellence Group Luxury Hotels & Resorts Rebrands

CANCUN, MEXICO—Excellence Group Luxury Hotels & Resorts, which owns and manages five-star resorts in Mexico, the Dominican Republic, and Jamaica, has rebranded to become The Excellence Collection. 

The collection will encompass the group’s three high-end brands: the adults-only Excellence Resorts, with all-inclusive properties in Cancun and the Riviera Maya in Mexico, Punta Cana in the Dominican Republic and Montego Bay, Jamaica; Beloved Hotels for boutique adults-only all-inclusive escapes; and Finest Resorts, offering modern all-inclusive luxury for all ages.

With last year’s opening of Excellence Oyster Bay in Jamaica and plans for a Finest Punta Cana in 2020, the company has focused on new ways to meet the ever-changing needs of the market, and has created the new name to do so, according to the company. The Excellence Collection brings a new brand identity with modern, updated logos and focus on the unique offerings of each of group’s properties.

These new elements mark an important milestone for the hospitality group, which has been experiencing rapid growth in the last decade. The brand has three key pillars at its core: bespoke service, extraordinary moments and innovative curation.

“The Excellence Collection is an evolution of Excellence Group Luxury Hotels & Resorts,” said Domingo Aznar, The Excellence Collection’s VP of sales and marketing. “Our three pillars have been thoughtfully defined, with the end goal to deliver an authentic experience that lasts well beyond the guests’ stay. We do so through a personal and curated approach to luxury.”