ALG Adds Exec to Oversee AMResorts’ Europe Expansion

Palma de Mallorca
Moras will be based in Palma de Mallorca, Spain. // Photo by iStock / Getty Images Plus / Alex

Apple Leisure Group (ALG) has added a new executive role to support its subsidiary AMResorts’ expansion in Europe. ALG has hired Jordi de las Moras as managing director of the company’s resort segment in Europe, a newly created position that will see Moras leading the company’s European division across the continent. Based in Palma de Mallorca, Spain, Moras will report directly to ALG EVP and Chief Strategy Officer Javier Coll.


Jordi de las Moras

ALG announced in May its plans to bring AMResorts’ Secrets and Dreams brands to Europe, starting with Spain. The plan also includes the creation of Amigo Hotels & Resorts, a three-star all-inclusive resort brand catering to families and couples.


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Developed in partnership with NH Hotel Group, 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 a written statement announcing Moras’ hiring, Coll said that Europe is an integral part of the company’s global expansion strategy.

De las Moras joins ALG from Valtur Milan, where he held the positions of chief commercial officer and chief marketing officer with the mission of transforming the traditional tour operator into a hotel chain with 15 hotels across Italy and Croatia. Prior to his time with Valtur Milan, Jordi was with Melia Hotels International for 17 years, where he held several positions including serving as commercial director for Spain’s leisure hotels in the Spanish coast, Balearic and Canary Islands, and senior sales and contracting director leisure for Global Europe and Russia. He is fluent in Spanish, Catalan, English, German, French, and Italian.

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