AMResorts to Head to Europe, Launch New Family Brand

Secrets Papagayo
The deal will bring the Secrets and Dreams brands to Europe. Pictured: Secrets Papagayo.

Popular Caribbean and Mexico resort company AMResorts is headed to Europe. Apple Leisure Group (ALG), the parent company of AMResorts, reports that it has teamed up with NH Hotel Group (NH) to bring the Secrets Resorts & Spas and the Dream Resorts & Spas brands to Europe. The deal will also introduce Amigo Hotels & Resorts, a new three-star brand that ALG says will offer a completely different concept to the collection’s existing offerings.

AMResorts will oversee brand management and sales, while NH will maintain operational management of the resorts. The first four hotels in AMResorts’ European portfolio are slated to open in Spain in 2019.

In a written statement ALG CEO Alex Zozaya said that Spain’s abundance of beach and leisure destinations, as well as its strong all-inclusive resort market, made it a good starting point.

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The two companies will evaluate both additional conversion opportunities as well as new builds to expand AMResorts’ footprint in Europe. AMResorts’ first four European properties will debut in 2019 in the destinations of Lanzarote, Fuerteventura and Mallorca. The resorts will be conversions of existing hotels, which will undergo complete renovations to meet the standards of AMResorts’ brands.

In addition to introducing Secrets and Dreams Resorts & Spas in the market, AMResorts will introduce Amigo Hotels & Resorts, a three-star, all-inclusive resort brand. The new brand will be aimed at families and couples, with particular emphasis on service, gastronomy and providing a strong value for guests.

The move comes not long after ALG officially wrapped its merger with The Mark Travel Corporation, which formally closed May 1. The deal aimed to create an integrated leisure travel and technology solutions company, with the ultimate goal of working toward a unified platform for travel agents. The deal also gave Mark Travel’s tour businesses, including Blue Sky Tours, My Destination Wellness, Fun Jet Vacations, Mark International, Southwest Vacations and United Vacations, access to ALG’s Zoëtry Wellness & Spa Resorts, Secrets, Breathless, Dreams, Now and Sunscape Resorts & Spas brands.

All told, AMResorts has a pipeline of 52 open resorts and an additional 20 planned throughout Mexico, the Caribbean and Central America. The partnership between AMResorts’ and NH first began in 2011 when the companies established a similar model to open three resorts in the Dominican Republic.

NH operates nearly 400 hotels in 30 countries across its three brands: NH Collection, NH Hotels and nhow. NH’s portfolio in Europe comprises 318 hotels representing nearly 50,000 rooms, including more than 130 hotels in Spain.

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