Blue Diamond Resorts has taken a landmark step in its evolution, officially rebranding as Royalton Hotels & Resorts. This decision, unveiled in August 2025, consolidates multiple luxury properties and lifestyle brands under the dominant “Royalton” banner. Leadership emphasizes that this is not just a cosmetic change – but a strategic alignment designed to capitalize on the strength and consumer recall of the Royalton name across its Caribbean footprint.
Unified Branding and Portfolio Expansion
For the past 15 years, Blue Diamond has been an influential presence in sun destination hospitality. Now operating under the Royalton name, the company streamlines its identity across branded offerings – such as Royalton Luxury Resorts, Royalton CHIC Resorts, and the newly integrated Royalton Hideaway (formerly Hideaway at Royalton). The adults-only brand now carries the designation “a Resort Within a Resort” to convey both its exclusivity and its place within the Royalton ecosystem.
Meanwhile, Planet Hollywood Hotels & Resorts has also been rebranded as Planet Hollywood Hotels & Resorts by Royalton, reinforcing creative synergy and brand strength across age groups. Additional names in the unified portfolio include Mystique by Royalton, offering boutique relaxation, and Grand Lido Negril, targeting au naturel leisure. Executives describe this alignment as a way to enhance guest clarity, streamline marketing, and deliver a consistent, memorable experience across all properties.
Looking Ahead: Growth, Integration, and Innovation
This rebranding also follows robust portfolio momentum across Royalton’s properties. The company recently introduced Royalton Vessence Resorts, an immersive wellness-oriented concept, and unveiled Royalton CHIC Jamaica Paradise Cove. New resort developments are underway throughout the Caribbean – further extending the Royalton brand’s reach and diversity.
Leaders assert that more unified branding simplifies the guest experience and strengthens traveler trust. Meanwhile, corporate efficiencies can flow from consolidated operations and shared systems. As Royalton Hotels & Resorts enters its next phase, the rebrand signals a balance between preserving the original Blue Diamond legacy and embracing bold, consistent branding across new heights of hospitality excellence.
