Bahia Principe strengthens its commitment to the UK market at WTM London 2026

• The brand will once again attend the London event, within the Hyatt Inclusive Collection space. 

• At WTM, Bahia Principe will present the December reopening of Bahia Principe Explore Costa Adeje and Bahia Principe Explore Jamaica. The two fully renovated hotels reflect the brand’s move towards a more premium offering that is more closely connected to local culture.

Bahia Principe Hotels & Resorts will once again take part in World Travel Market (WTM) London, which runs from 3 to 5 November at ExCeL London. For the second-year running, the brand will be on the Hyatt Inclusive Collection stand. Hyatt Inclusive Collection is the largest all-inclusive portfolio, and Bahia Principe joined it following a 50/50 joint venture between Hyatt and Piñero. 

WTM is a strategic opportunity for Bahia Principe to strengthen its position in the United Kingdom. The UK is one of its most important source markets and a key market across its hotels in the Canary Islands and the Caribbean. During the fair, the company’s team will meet with tour operators, travel agencies, partners and trade media. They will share the brand’s main news and continue building its relationship with the British travel industry. 

Bahia Principe arrives at this year’s event having completed a rebrand. The new identity refreshes the brand’s look and positions it as a more emotional brand that is more closely connected to its destinations. Under the tagline “Fully & Freely”, it invites every guest to enjoy their holiday their own way. The new look keeps the company’s signature blue and introduces a clearer brand architecture, built around two concepts: Escape (adults only) and Explore (groups and families).

Among the news Bahia Principe will share at WTM are two reopenings scheduled for December: Bahia Principe Explore Costa Adeje in Tenerife and Bahia Principe Explore Jamaica in Runaway Bay. Both hotels will reopen after complete refurbishment. The work enhances the guest experience and supports a more premium, contemporary positioning tied to each destination’s identity.

Bahia Principe Explore Costa Adeje is in the upper part of Costa Adeje. Its offering will draw inspiration from the island’s volcanic landscapes, traditions and Canarian heritage.  Designed for families and groups, the hotel will combine refurbished spaces, gastronomy and entertainment with a closer connection to local culture, all with the Atlantic as a backdrop. Next door is Bahia Principe Escape Tenerife, which reopened a year ago after a full refurbishment and became the company’s first Escape hotel in the Canary Islands. 

Bahia Principe Explore Jamaica will reopen with a completely refreshed offering designed for groups and families. Guests will be able to enjoy the island’s energy, food and culture through a flexible, shared holiday experience. In the same destination, the adults-only Bahia Principe Escape Runaway Bay reopened last April with a renewed offering. The UK is a priority market for both reopenings, particularly given British travellers’ affinity for Tenerife and the Caribbean.

Both reopenings are part of Bahia Principe Explore. This sub-brand is aimed at families, groups and travellers who want to share experiences, discover the destination and enjoy their holiday at their own pace. Explore combines relaxation, leisure, entertainment and a connection with local culture, in hotels designed for different generations and ways of travelling. 

Alongside it, Bahia Principe Escape brings together the adults-only hotels. Its offering focuses on wellbeing, premium dining, specialised entertainment and the chance to switch off. The new brand architecture makes it easier for each guest to find the experience that best suits the way they travel. It also strengthens Bahia Principe’s evolution towards a clearer, more distinctive offering that is more closely connected to each destination. 

About Bahia Principe Hotels & Resorts 

Bahia Principe Hotels & Resorts is celebrating more than 30 years in the industry and is a leader in the all-inclusive resort sector, with 22 properties in Mexico, the Caribbean and Spain. The Bahia Principe brand is owned and managed by a joint venture between Hyatt and Piñero. This partnership broadens Bahia Principe’s reach and gives Hyatt guests more choice of its hotels in the Dominican Republic, Mexico, Jamaica and Spain, including the exclusive Cayo Levantado Resort in the Dominican Republic. Bahia Principe was founded in 1995 as part of Piñero, a Spanish family-owned travel group celebrating its 50th anniversary. It remains committed to delivering unforgettable travel experiences, with a focus on sustainability and responsible tourism. For more information: www.bahia-principe.com

Press contact 

Montserrat Filló 

+34 636 42 50 28 

mfillo@bahia-principe.com