AMResorts, an Apple Leisure Group (ALG) company, has locked in a new resort brand management deal in Aruba. The agreement will bring the first Secrets Resorts & Spa-branded property to the island, with the 600-key Secrets Baby Beach Aruba situated alongside Baby Beach, a popular white-sand lagoon in the southern part of the island, close to San Nicolas. Completion is currently slated for the fourth quarter of 2021.
The adults-only resort will offer the brand’s signature "Unlimited-Luxury" vacation concept, which covers all on-site dining and service options, including reservation-free gourmet a la carte dining offerings, 24-hour room and concierge services, an unlimited premium beverage program, daily refreshed minibar, daytime activities and live nighttime entertainment.
“The Caribbean region remains a main focus of expansion for ALG,” said Javier Coll, executive vice president and chief strategy officer of ALG, in a written release. “The island continues to be in high demand, with over 1 million yearly visitors and the recent emergence of a major luxury eco-tourism market.”
In addition, the company, through AMResorts, is preparing for the opening of two new Caribbean properties in the coming months, with the debut of Dreams Curaçao Resort, Spa & Casino and Secrets St. Martin Resort & Spa.
AMResorts currently has 66 branded resorts in its portfolio with nearly 9,000 rooms under development.