AMResorts’ brands coming to Europe
US-based Apple Leisure Group has signed a strategic alliance with Spanish hotel group NH Hotel Group to bring new hotel concepts to Europe.
The agreement will see AMResorts’ established Caribbean brands, Secrets and Dreams, and a new brand, Amigo, opening initially in Spain.
Secrets Resorts & Spas is an adults-only brand, Dreams Resorts & Spas is family-friendly, and Amigo Hotels & Resorts is a new three-star, all-inclusive resort brand aimed at both families and couples.
AMResorts will oversee brand management and sales while NH will maintain operational management.
The first four hotels are due to open in 2019 in Lanzarote, Fuerteventura and Mallorca.
The resorts will be conversions of existing hotels, which will undergo complete renovations to meet the brand standards.
"Spain has an abundance of beach and leisure destinations as well as one of the strongest all-inclusive resort markets outside of the Caribbean," said Alex Zozaya, CEO of Apple Leisure Group.
"NH Hotel Group’s expertise in Europe made them the right partner to introduce AMResorts’ brands into the continent’s Mediterranean countries, with Spain as starting point of this strategic project.
The two companies have worked together since 2011 when the companies formed a similar partnership to open three resorts in the Dominican Republic.
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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