Apple Leisure Group’s Next Big Buy: Alua Hotels & Resorts

AluaSoul Mallorca Resort // Photo by PRNewsfoto/Apple Leisure Group

Just a little over half a year since its mega-merger with The Mark Travel Corporation, Apple Leisure Group (ALG) is continuing to expand with the purchase of a majority share in Spanish hotel chain Alua Hotels & Resorts. The deal, which ALG announced this morning, will integrate Alua into ALG’s European division.

ALG said that the transaction will provide it with the structure and capacity to manage hotel properties in Europe. The agreement will see the company manage more than 4,000 rooms in Spain and, combined with its previously signed agreements in the region, provide opportunities for further growth.

“This new acquisition is the next step in our European expansion strategy that was announced earlier this year under the Secrets, Dreams and Amigo brands," Javier Coll, Executive Vice President and Chief Strategy Officer of Apple Leisure Group, tells Travel Agent. "This deal allows ALG to accelerate our expansion plans by giving us a robust platform with more rooms, an expanded team, solid marketing structure, and the ability to negotiate future hotel deals.”

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Javier Águila, CEO of Alua Hotels & Resorts, will assume the role of president of Apple Leisure Group Europe and will join the executive committee of the U.S.-based parent company, while Jordi de las Moras will continue as managing director of the European division. Looking ahead, Alua will become ALG’s hotel brand of reference for the mid-market sector, both in Europe and worldwide, and the deal will allow the ALG European division to focus on establishing a strong presence in popular Mediterranean tourist destinations.

The acquisition is the latest expansion in Europe by ALG since the Mark Travel merger formally closed in May. Through its AMResorts subsidiary, ALG is reflagging four hotels currently operating under the Hesperia brand under the Secrets and Dreams brands, as well as the new, family-friendly Amigo brand. The Secrets Mallorca Villamil Resort & Spa will open in March 2019, followed by Secrets Lanzarote Resort & Spa and Amigo Fuerteventura Resort in May 2019. Lastly, in November 2019, Dreams Lanzarote Resort & Spa will debut as a five-star property (formerly a four-star hotel). Those resorts are owned by Spanish hotel group Grupo Inversor Hesperia (GIHSA).

Alua Hotels & Resorts is a hotel group launched in 2015. It manages a portfolio of 12 hotels and 3,000 rooms in the Balearic and Canary Islands.

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