AMResorts Renames Soon-to-debut Brand

AMResorts has decided to rename its new brand of resorts in Mexico and the Caribbean, scrapping the name Origins Wellness & Spa Resorts in favor of Zoetry Wellness & Spa Resorts.

The name Zoetry, a combination of the Greek words for “life” and “art form” is “more distinctive and better represents the experiences guests will come to expect of the brand,” said an AMResorts spokeswoman.

The Paraiso de la Bonita Resort, a Leading Small Hotels of the World member on the Riviera Maya, will be the brand’s first property when it debuts in December as Zoetry Paraiso de la Bonita Riviera Maya.

AMResorts said the Zoetry brand will be distinguished by its commitment to preserving the environment, promoting local culture and communities, and providing upscale amenities and modern conveniences.