Apple Leisure Group Reports Nearly 300% Growth in Room Inventory Since 2010

Secrets Baby Beach Aruba
Secrets Baby Beach Aruba

Apple Leisure Group (ALG) has reported that since 2010, the group has increased its room inventory by almost 300 percent, closing 2019 with over 24,000 rooms operating under AMResorts’ eight brands in Mexico, the Caribbean and Europe.

In addition, ALG reached numerous other milestones in 2019, including the successful shepherding of several simultaneous new-build and brand conversion projects, with five properties set to open in the first half of 2020; the rapid adoption of its Unlimited Vacation Club loyalty platform; and the creation of a new, dedicated Corporate Social Responsibility (CSR) department.  

The group also announced two major leadership changes, with Alejandro Reynal’s appointment as CEO, and long-time leader Alex Zozaya taking on the role of executive chairman.


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With a total of 18 new resort management deals signed across 13 markets, the acquisition of a new brand (Alua Hotels & Resorts) and the addition of 18 properties/5,256 rooms to the AMResorts collection, 2019 was a marquee year, according to ALG. Among the most recent agreements is the 600-key Secrets Baby Beach Aruba, which marks the first Secrets Resorts & Spa-branded property on the island and brings the total number of resorts operating under the Secrets brand to 18. In 2019, ALG, through AMResorts, also celebrated the grand opening of the first two Secrets Resorts & Spas-branded properties in Europe: Secrets Mallorca Villamil in May and Secrets Lanzarote Resort & Spa in December

Current development pipeline includes 30 projects: 21 new builds and nine brand conversions that will add over 10,000 additional rooms to the AMResorts branded inventory. For 2020, ALG has plans to announce four new European resort brand management agreements. 

ALG’s “decade of success” also extends to the Unlimited Vacation Club, it says. First launched in 2010, the program celebrated its 100,000th member in 2019 and has continued to grow at a rapid pace. The program’s perks include guaranteed preferred rates and discounted car and yacht rentals, among others.

This past year also marked the establishment of a dedicated Corporate Social Responsibility area at ALG, which is tasked with the development of a sustainability framework encompassing environmental, social and governance initiatives. This new division will spearhead programs across ALG’s business units, including impact-giving for people, communities and environment through ALG Gives Back; expanding existing initiatives such as the Rainforest Alliance certification, and implementing globally recognized travel and tourism sustainability criteria for ALG’s operations and services.  

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