AMResorts announces new brand Reflect Resorts & Spas
AMResorts has officially unveiled its newest brand, Reflect Resorts & Spas.
Reflect becomes the seventh brand in the portfolio and is the result of a co-branding partnership with hotelier Grupo Santa Fe.
Three hotels formerly operating under the Krystal Grand brand are now open under the Reflect Resorts & Spas flag.
It celebrated the launch of Reflect Krystal Grand Cancun at the recent Cancun Travel Mart.
The three resorts have a combined 1,329 rooms and include properties in Los Cabos and Nuevo Vallarta as well as Cancun.
Grupo Santa Fe will continue to own and operate the hotels, while AMResorts is responsible for brand management, sales and marketing.
Reflect Resorts & Spas is positioning itself as a family-friendly brand with the tagline ‘vibrant vacations for the spirited traveler.’
It will operate the unlimited-luxury model offering unlimited beverages, 24-hour room and concierge services and inclusive taxes and gratuities.
TravelMole Editorial Team
Editor for TravelMole North America and Asia pacific regions. Ray is a highly experienced (15+ years) skilled journalist and editor predominantly in travel, hospitality and lifestyle working with a huge number of major market-leading brands. He has also cover in-depth news, interviews and features in general business, finance, tech and geopolitical issues for a select few major news outlets and publishers.
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
Phocuswright reveals the world's largest travel markets in volume in 2025
Cyclone in Sri Lanka had limited effect on tourism in contrary to media reports
Skyscanner reveals major travel trends 2026 at ITB Asia
Higher departure tax and visa cost, e-arrival card: Japan unleashes the fiscal weapon against tourists
In Italy, the Meloni government congratulates itself for its tourism achievements