AMResorts Launches New Reflect Brand at Cancun Travel Mart

AMResorts celebrates the opening of Reflect Krystal Grand Cancun and its co-branding partnership with Grupo Santa Fe, during Cancun Travel Mart. // Photo by AMResorts

AMResorts launched its newest brand, Reflect Resorts & Spas, at Cancun Travel Mart. Partnering with Grupo Hotelero Santa Fe on the new brand, AMResorts hosted a cocktail reception for all Cancun Travel Mart attendees to celebrate the launch of Reflect Krystal Grand Cancun, the product of a strategic co-branding alliance recently announced by both companies.

Under the co-branded partnership model, AMResorts is responsible, through its new Reflect Resorts & Spas brand, for brand management, sales and marketing of three Grupo Santa Fe resorts in Cancun, Los Cabos and Nuevo Vallarta. The three properties were managed under the Krystal Grand brand until June 30. Grupo Hotelero Santa Fe maintains ownership and operational control of the resorts, AMResorts said.

Now operating under the Reflect Resorts & Spas brand, these three resorts have 1,329 rooms combined with the goal of increasing international sales and attracting new clients by using AMResorts parent company Apple Leisure Group’s (ALG) distribution channels.  


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Reflect Resorts & Spas is a family-friendly brand that will operate under the Unlimited-Luxury model. Rates include reservation-free dining with à la carte service at gourmet restaurants, 24-hour room and concierge services, an unlimited premium beverage program, comprehensive day and nighttime activities for the entire family, included taxes and gratuities, and more – all without wristbands. 

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