AMResorts Forms Alliance With Resort Operator in Mexico

NEWTOWN SQUARE, PA—AMResorts, an Apple Leisure Group (ALG) company, and Grupo Hotelero Santa Fe forged a strategic alliance that will begin on July 1. Through this partnership, AMResorts’ new brand, Reflect Resorts & Spas, and Krystal Grand will co-brand resorts in Punta Cancun, Los Cabos and Nuevo Vallarta, Mexico.

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 guestrooms, while Grupo Hotelero Santa Fe will maintain operational control. The goal of the alliance is to increase international sales for the resorts utilizing ALG’s robust distribution channels.

“We are confident that our alliance with Grupo Hotelero Santa Fe and the Krystal brand will prove successful, as it leverages the strengths of two internationally recognized leading hospitality companies with complementary offerings to create a first-of-its-kind partnership in Mexico,” said Alex Zozaya, CEO of Apple Leisure Group. “Grupo Hotelero Santa Fe’s growth trajectory in the country makes them an idea partner for us to launch our new brand Reflect Krystal Grand, which will offer an innovative take on the traditional beach resort.”

Grupo Hotelero Santa Fe added that, “the signing of this agreement provides us with access to ALG’s direct, diverse and profitable distribution channels. Combined with our proven track record as one of the top hotel operators in Mexico, this alliance will optimize our return on these properties as well as lay the groundwork for the potential to grow our joint resort portfolio.” To date, there are 6,925 rooms across 25 hotels open and under development throughout 15 destinations in Mexico.