NEWTOWN SQUARE, PA—Apple Leisure Group (ALG) and NH Hotel Group (NH) formed a strategic alliance to bring AMResorts’ brands to Europe.
An ALG company, AMResorts will debut in Spain with its Secrets Resorts & Spas adults-only brand, and Dreams Resorts & Spas family-friendly brand, as well as introduce Amigo Hotels & Resorts, a new three-star brand offering a concept different from the collection’s existing offerings. AMResorts will oversee brand management and sales, while NH will maintain operational management of the resorts. The first four hotels in AMResorts’ European portfolio are slated to open in Spain in 2019.
“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 the starting point of this strategic project.”
Ramon Aragonés, CEO of NH Hotel Group, added, “This alliance is the result of a long-standing relationship between both companies, and will combine the recognized brands and dynamic sales and marketing experience of the North American-based AMResorts, with NH’s extensive experience as a leading hotel operator in Europe and Latin America. The result is an attractive hotel partnership model, which has already proven successful in the Caribbean, and we will leverage each company’s strengths to surpass travelers’ expectations in Europe’s top destinations.”
The expansion into Europe marks the next phase of a long-standing partnership between AMResorts’ and NH, which began in 2011 when the companies established a similar model to open three resorts in the Dominican Republic.
Through the alliance, the companies will evaluate both additional conversion opportunities as well as new-builds to expand AMResorts’ footprint in Europe. 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.