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AMResorts Coming to Europe

Apple Leisure Group (ALG) has signed a strategic alliance with Spain’s NH Hotel Group to bring AMResorts to Europe. The company will debut in Spain with its adults-only Secrets Resorts & Spas brand as well as the family-friendly Dreams Resorts & Spas chain. AMResorts will also debut Amigo Hotels & Resorts, a new three-star brand…

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Apple Leisure Group (ALG) has signed a strategic alliance with Spain’s NH Hotel Group to bring AMResorts to Europe.

The company will debut in Spain with its adults-only Secrets Resorts & Spas brand as well as the family-friendly Dreams Resorts & Spas chain. AMResorts will also debut Amigo Hotels & Resorts, a new three-star brand catering to both families and couples.

The first four hotels in the company’s European portfolio are scheduled to open in Lanzarote, Fuerteventura and Mallorca in 2019. The properties will be conversions of existing hotels.

“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, in a statement. “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.”

As part of the agreement, AMResorts will oversee brand management and sales while NH will maintain operational management of the resorts.

AMResorts and NH Hotel Group’s partnership dates back to 2011 when the duo established a similar model to open a trio of resorts in the Dominican Republic.

“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 ALG in a statement. “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.”

“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,” added NH Hotel Group CEO, Ramon Aragones. “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.”

NH operates almost 400 hotels in 30 different countries across three brands, including more than 130 hotels in Spain.

Meanwhile, AMResorts is one of the fastest-growing luxury leisure travel companies in North America, boasting a pipeline of 52 open resorts and an additional 20 planned throughout Mexico, the Caribbean and Central America.

Thursday’s announcement comes just two weeks after ALG completed its merger with the Mark Travel Corporation.

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