By Mark Rogers
AMResorts is developing at such a pace that it’s sometimes hard to keep up with their latest developments. Just when agents were wrapping their heads around their ultra-luxury Zoëtry brand, AMResorts debuted the Now Resorts & Spas brand, a Member of Preferred Hotels & Resorts. Currently, AMResorts has three Now resorts open; Now Jade Riviera Cancun, Now Sapphire Riviera Cancun, and Now Larimar Punta Cana. They’ve also announced three new properties under the brand: Now Amber Puerto Vallarta (set to open next month), and Now Emerald Cap Cana and Now Pearl Cap Cana, both in the Dominican Republic. As can be seen above, each Now resort will showcase its own identity by using the names of gemstones.
The company positions the Now brand as offering a fresh, vibrant and contemporary Unlimited-Luxury escape in oceanfront settings that encourages guests to live in the moment, enjoy new experiences and create lasting memories.
A little over a year ago I spent the night at the beachfront Now Jade Riviera Cancun when it was transitioning to an AMResort’s property. For me, the most impressive part of the experience was the absolute pleasure the guests were taking in the vacation experience. 
Tammy Levent, the owner of Elite Travel in Palm Harbor, FL, has been selling the Now brand since its inception. “I initially sent a corporate account of 150 people to Now Jade Riviera Cancun and heard rave reviews about the resort,” says Tammy. “Even though the price can’t be beat, Now is a better than mid-market product – the clients I send to Now really like the chic freshness of the new resorts.” In Levent’s experience, Now has been a good match for families in their 20s and 30s who, even though they are traveling with kids, still seek a resort with a South Beach ambience. “I’ve just booked five weddings into Now, including a wedding at the new Now Larimar Punta Cana,” says Levent. “Everything AMResorts does is consistent – I can sell them with confidence.”
The Now Resorts & Spas brand features oversized guest rooms and suites with ocean views and private terraces, wireless internet access, flat screen TVs with surround sound systems and daily refreshed mini bars.
The properties have specialty themed gourmet restaurants without reservations required, 24-hour room and concierge service, full-service spa and fitness facilities and expansive meeting and convention facilities.
Families with kids will enjoy the Explorer’s Clubs for Kids with Red Cross certified staff, Core Zone Teen’s Clubs and exciting activities such as big screen beachfront movies, themed evening shows, family fitness weeks, mommy and me yoga and father and son golf programs.
Rounding out the Now brand’s features and amenities are a full assortment of water and land-based activities, cooking classes, bridal boot camps, tennis pro clinics and live, professional evening entertainment. Now Resorts & Spas also offer competitive wedding and honeymoon packages.
Now Jade Riviera Cancun was the first of the Now brand to open. It has 550 luxury suites with room categories comprising Junior Suites, Family Suites and a Preferred Club level. The beachfront resort is located near Puerto Morelos, 12 miles south of Cancun International Airport. Guests at Now Jade Riviera Cancun can experience AMResorts’ signature Unlimited-Luxury gourmet à la carte dining at any of the resort’s seven restaurants. For an additional cost, guests can opt for a private candlelit. Junior Suites have a king or two double beds, separate living area and a desk. Now Jade Riviera Cancun Preferred Club suites offer guests a variety of upgraded services and prime views of the Caribbean.
TIP: Rooms with best views by category at Now Jade Riviera Cancun are Junior Suite Ocean Front #1220, Preferred Club Suite Ocean Front 7105 and the Preferred Club Governor Suite #7404.
Now Sapphire Riviera Cancun is on Mexico’s Riviera Maya, near the town of Puerto Morelos, and a fifteen minute ride from the Cancun International Airport. The resort has 14 bungalows with three floors each, and 496 oversized suites with separate living areas. Room categories include Junior Suites and Preferred Suites. The oceanfront resort has Mayan-style architecture, lush landscaping, six a la carte gourmet restaurants and seven bars. The resort’s three waterfront swimming pools feature Bali beds and oceanfront palapas.
Now Larimar Punta Cana in the Dominican Republic represents the brand’s entry into the Caribbean. The oceanfront resort has 642 rooms and suites. In addition to offering seven restaurants and nine bars, Now Larimar includes signature amenities such as a bowling center and an open-air nightclub and lounge with swimming pool. Families with children will appreciate the resort’s Explorers’ Club, which caters exclusively to younger guests’ ages 3-12 with dedicated facilities and fully-supervised activities.
Preferred Club level accommodations and amenities also are available featuring three separate preferred private lounges and check-in area, daily continental breakfast in the lounges, afternoon hot and cold hors d’oeuvres, free internet access in suite and upgraded mini bar service and bath amenities. In addition, guests also have close access to four golf courses including the Cocotal Golf & Country Club, designed by six-time Spanish Champion Jose “Pepe” Gancedo.
Now Larimar Punta Cana shares some amenities with the adjacent Secrets Royal Beach Punta Cana, such as a full-service spa and a 9,040 square feet convention center.
www.amresorts.com
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