The success of Punta Cana’s Hard Rock resort, the US brand’s first all-inclusive hotel, has led Mexican company Palace Resorts to announce the launch of the new brand with flagship Hard Rock Hotel and Casino Punta Cana and the rebranding of three Palace hotels in Cancun, Puerto Vallarta and Riviera Maya. The hotels are now being jointly branded as the “All-Inclusive Collection”. The brand is managed by chief operating officer Rafael Chapur, son of Roberto Chapur who created the Palace Resorts brand in Mexico 25 years ago.
“When Hard Rock International and Palace Resorts joined together to form a business partnership and create the world’s first all inclusive Hard Rock Hotel in the Dominican Republic, we knew the experience would be unlike anything else in the industry,” said Rafael Chapur, who created the business model to revive the Palace Resorts business model. He said that The All-Inclusive Collection was developed out of the need to market the properties in a different way to their Palace Resorts counterparts, while creating healthy competition within the marketplace.
The all-inclusive Hard Rock Hotel & Casino Punta Cana debuted in early 2011, quickly becoming a beachfront celebrity hotspot with 9 restaurants and 12 pools. The hotel features the country’s largest casino, with the high-energy Oro Nightclub on the premises.