AMResorts, an Apple Leisure Group (ALG) company, and Mexico-based Grupo Hotelero Santa Fe (HOTEL) have signed a strategic alliance that will begin on July 1, 2018. Through this partnership, AMResorts’ new brand, Reflect® Resorts & Spas, and Krystal Grand® will co-brand resorts in Punta Cancun, Los Cabos and Nuevo Vallarta.
Under the co-branded partnership model AMResorts will be responsible for brand management, sales and marketing of the three resorts, which represent a total of 1,329 guest rooms, while HOTEL will maintain operational control.
The goal of the alliance is to increase international sales for the resorts utilizing ALG’s robust distribution channels. ALG is the top seller of vacation packages to Mexico and the Caribbean from the United States, representing close to 3.4 million passengers annually.
AMResorts is in the luxury all-inclusive sector, possessing a global sales, marketing and brand management platform, and a portfolio of nearly 20,000 rooms under several award-winning brands in Mexico, the Caribbean and Central America. ALG is the top seller of all-inclusive vacation packages in North America, with a vertically integrated business model that serves travelers and destinations worldwide.
Grupo Hotelero Santa Fe is a Mexican company with more than 28 years of experience and success in the country’s hotel industry. The firm has acquired and developed more than 10,000 rooms throughout Mexico and Latin America.
To date, HOTEL has 6,925 rooms across 25 hotels open and under development throughout 15 destinations in Mexico.
Reflect Resorts & Spas is a family-friendly luxury resort brand offering AMResorts’ signature vacation concept, Unlimited-Luxury®, where everything is included: reservation-free dining at gourmet restaurants, 24-hour room and concierge services, an unlimited premium beverage program, comprehensive day and nighttime activities for the entire family, included taxes and gratuities, and more — all without wristbands.
