AMResorts’ Secrets and Dreams Brands Expanding to Europe
by Jessica Montevago
The idyllic coastline of Majorca, Spain will be the location for one of four new AMResorts. Photo: Shutterstock
AMResorts, parent company of the Dreams and Secrets brands, will expand to Europe through a strategic alliance between Apple Leisure Group (ALG) and NH Hotel Group (NH).
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AMResorts’ European portfolio will kick off with four resorts in Spain, with its Secrets Resorts & Spas adults-only brand and Dreams Resorts & Spas family-friendly brand; and launch Amigo Hotels & Resorts, a new three-star brand catering to families and couples with an emphasis on a high caliber of service and quality-driven gastronomy program, while providing strong value for guests.
“Travelers visiting Spain’s premier beach and leisure destinations are seeking the perfect combination of service, amenities and a cost-conscious price point – this is the sweet spot of the Amigo brand,” said Gonzalo del Peon, AMResorts’ president. “With the brand mix we are introducing, we will cater to a wide variety of guests, whether traveling for a romantic weekend or energetic escape.”
The 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.
“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.
AMResorts will oversee brand management and sales, while NH will maintain operational management of the resorts. NH operates nearly 400 hotels in 30 countries across its three brands: NH Collection, NH Hotels and nhow.
Ramon Aragonés, CEO of NH Hotel Group, said the alliance between both companies “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 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.
The companies said they will evaluate additional conversion opportunities and new-builds to expand AMResorts’ footprint in Europe.
