AMResorts has introduced a new master brand in AMR Collection, bringing together the company's six resort brands with the goal of helping travel advisors and their clients select the best property possible based on their needs and preferences. What's more, AMResorts is rolling out four- and five-star collection tiers that will further define the level of luxury of each resort brand.

AMR Collection includes a handful of adults-only and family-friendly brands, including Secrets, Dreams and Breathless Resorts & Spas, Zo?try Wellness & Spa Resorts, Alua Hotels & Resorts and Sunscape Resorts & Spas. The portfolio boasts 102 properties across 36 beachfront destinations and more than a half-dozen countries around the world, including Costa Rica, Curacao, Dominican Republic, Greece, Jamaica, Mexico, Panama, Spain and St. Martin.

The launch of AMR Collection coincides with AMResorts' 20th anniversary, and the company is marking the two-decade milestone with a new tagline. "'Celebrate Every Moment' captures the feeling we aim to create for every guest through the memories made at AMR Collection resorts-it reflects what vacation means for travelers today more than ever," Erica Doyne, SVP of Marketing and Communications for AMResorts, said in a statement. "Throughout our history, and during this past year especially, we have learned that everyday moments are worth celebrating, and AMR Collection offers the ideal backdrop to do just that."

"The AMR Collection master brand ties the portfolio together for enhanced recognition and helps consumers connect multiple brands under one trusted name," added Doyne. "From a business perspective, the collection's structure will help cultivate strong and consistent brands and drive revenue through strategic marketing efforts, while increasing the portfolio's overall enterprise value."

Whether tying the knot with the destination wedding of your dreams, celebrating your long-awaited honeymoon or commemorating another year together with a special anniversary getaway, AMR Collection offers the on-site experts, ideal setting and luxe amenities to put together the perfect romance package.

AMR Collection's portfolio is uniquely suited to host a wide range of meetings, incentives, conferences and exhibitions by providing superior accommodations, gourmet dining, drinks, room and concierge services as well as activities. Loyalty rewards, online resources, a helpful sales team and a tiered concessions program put AMR Collection over the top when it comes to hosting the MICE community.

Right now, travelers can take advantage of countless offers, from Hot Hot Hot savings of up to 40 percent off and early booking bonuses to free stays for kids and special group promotions.

AMR Collection provides passionate travel advisors with all of the tools and incentives they need to sell its diverse portfolio, including rewards such as loyalty points, free stays and cash bonuses. Advisors can sell with confidence given the plethora of quality resorts and flexible booking options available. Advisors can also expand their knowledge by enrolling in online training with the Master Agent Program, attending webinars and embarking on FAM trips. AMR Collection even offers a comprehensive, centralized hub for travel professionals at AMRAgents.com.

By focusing on lifestyle and life stages, AMR Collection foresees unlimited growth potential. In the future, the group will look to further differentiate its adults-only and family-friendly resorts and will include new product line extensions to accommodate market segment preferences.

"For the last two decades, AMResorts has revolutionized the all-inclusive segment and led the industry in innovation. The AMR Collection's signature vacation concept will continue to do just that," said Gonzalo del Pe��n, Group President for AMResorts Americas & Global Commercial. "Once we've raised the bar, we challenge ourselves to raise it again with an eye on the future."

For more information on the AMR Collection, contact your travel advisor or visit AMRCollection.com.