Another New All-Inclusive Brand for AMResorts, This Time in Mexico

AMResorts and Grupo Hotelero Santa Fe have partnered to open three dual-branded resorts in Punta Cancun, Los Cabos and Nuevo Vallarta, Mexico.
The Krystal Grand Los Cabos is one of the three hotels that will be co-branded with Reflect as part of the deal. // Photo by AMResorts

AMResorts is launching another new all-inclusive resort brand: Reflect Resorts & Spas. AMResorts is launching Reflect through a partnership with Mexico hotel company Grupo Hotelero Santa Fe, which will co-brand Reflect with its Krystal Grand brand at three hotels in Punta Cancun, Los Cabos and Neuvo Vallarta. The deal, which officially closes July 1, will represent 1,329 rooms across the three properties. AMResorts will be responsible for the brand management, sales and marketing of the properties, while Grupo Hotelero will maintain operational control.

In its announcement AMResorts described Reflect as a family-friendly, luxury resort brand built around the company’s Unlimited-Luxury concept. Rates will include reservation-free dining at gourmet restaurants, 24-hour room and concierge services, an unlimited premium beverage program, day and nighttime activities for the entire family, included taxes and gratuities, and more. All of the inclusions will be available without wristbands, AMResorts said.

Reflect is the latest new brand announced by AMResorts since the merger between its parent company, Apple Leisure Group (ALG) and The Mark Travel Corporation. Last month AMResorts announced plans to expand to Europe through a partnership with another local hotel company, NH Hotel Group, that includes AMResorts’ Secrets and Dreams brands, as well as the all-new Amigo Hotels & Resorts brand.

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In its statement announcing the launch of Reflect, Grupo Hotelero cited AMResorts’ access to ALG’s distribution network as one of the reasons behind the partnership, saying that it would lead to “better customer acquisition.” The ALG – Mark Travel merger gave ALG, and by extension AMResorts, access to tour businesses including Blue Sky Tours, My Destination Wellness, FunJet Vacations, Mark International, Southwest Vacations and United Vacations, with the ultimate goal of building a unified platform for travel agents across both ALG and Mark Travel.

In a statement provided to Travel Agent, ALG CEO Alex Zozaya said that the alliance with Grupo Hotelero and its Krystal Grand brand would leverage the strengths and complimentary offerings of the two companies. 

All told, Grupo Hotelero has 6,295 hotel rooms across 25 hotels in 15 cities in Mexico, including hotels still under construction. AMResorts has a portfolio of nearly 20,000 rooms under several brands in Mexico, the Caribbean and Central America, with a particular focus on the all-inclusive segment.

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