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AMResorts Notification: Secrets Royal Beach Punta Cana and Now Larimar Punta Cana Brand Exchange

AMResorts would like to take this opportunity to share brand changes to take place at Secrets® Royal Beach Punta Cana and Now® Larimar Punta Cana.

As you are aware, in Fall 2019, these resorts completed a fantastic renovation valued in excess of $30M. Taking advantage of this period in which the resorts are temporarily closed, AMResorts will be making additional enhancements valued at $10M and utilize this time for the resorts to undergo a brand exchange strategically aligned with AMResorts® guest profiles. The new strategy will help attract the valued adults-only clientele while also providing the best environment for family-friendly vacations.

The brands will transition as follows:  

  • To best serve our sophisticated adult guests, Secrets Royal Beach Punta Cana will now be located at the resort currently named Now Larimar Punta Cana.
  • To best serve our loyal family clientele, Now Larimar Punta Cana will now be located at the resort currently branded Secrets Royal Beach Punta Cana.

This will be completed in two phases:     

  • PHASE I: Now Larimar Punta Cana will re-open as Secrets Royal Beach Punta Cana on June 1. This resort now offers guests an elevated experience, features an impressive new lobby, fully renovated rooms, enhanced and expanded restaurants, additional pools, and a new Preferred Club section overlooking the ocean.
  • PHASE II: Now Larimar Punta Cana, the previous Secrets Royal Beach Punta Cana, will re-open June 30. There will be additional enhancements to the new Now Larimar Punta Cana to be completed August 31, 2020, including:
    • New lobby
    • New swimming pool
    • New Explorer’s Club and Core Zone Teens Club
    • Coco Café
    • Wedding gazebo

In the Interim period:

  • To best accommodate our guests during the enhancements period, the main lobby will be set up at an alternate location.
  • A temporary Explorer’s Club and Core Zone Teens Club will be set up in the Garden section of Now Larimar Punta Cana.

If you have any questions, please contact Patricia Alvarez, Director of Sales for Secrets Royal Beach Punta Cana and Now Larimar Punta Cana, at [email protected].

AMResorts is excited to make these changes to best serve our mutual clients. We look forward to hosting our mutual guests at the new Secrets Royal Beach Punta Cana and Now Larimar Punta Cana, and thank you for your continued support and partnership.

9 Responses
  1. Nick Kochansky

    So is Secrets of Royal beach closing for any scope of time? On their website it states they are opening on April 30th.

  2. Robert Crossley

    I hope this is only a sick joke, if so, this is not funny
    Reading this made me ill…the swim-up suits and pool with service, the restaurants
    Service …. this I was looking forward to all year…
    I will ne er go back…

  3. Michael Dymkowski

    We have visited Secrets for the last six years because we truly love the staff. We feel now that planning for our 7th visit we will miss our favorite people, butlers, bartenders, etc.

  4. Ettie KURTZ

    We travel to Secrets every year and we also like the coziness of the resort. We were scheduled to come June 25 to July 7 but we will have to reschedule due to the current virus situation but now, also due to the change of resorts. We don’t want to be there in the midst of the madness.
    We are preferred members with Unlimited Vacation Club.
    Question: The rules will still be the same with respect to Secrets guests may go to Now but they can not come to Secrets? What about the disco? It was open to all when the resorts were switched but how will they handle that? Also, the kids from Now, I am sure, enjoyed the bowling and game room. Are they putting something in at the new NOW for them? We don’t want to stay at Secrets if they will be allowing children on our side.

    1. TravelSearch Guru

      Rules for guests – will stay the same. (Adults only at Secrets, all ages – at Now)
      Bowling was removed a couple month ago.

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