Apple Leisure Group hires its first managing director of Europe resorts

Secrets Wild Orchid Montego Bay, Jamaica. Photo credit: AMResorts(Image: AMResorts)

Apple Leisure Group has appointed Jordi de las Moras as managing director of Apple Leisure Group’s resort segment in Europe—a newly created position. 

De las Moras will lead the company’s European division as it expands across the continent. De las Moras, who is based in Palma de Mallorca, Spain, will directly report to Javier Coll, executive VP and chief strategy officer of ALG. 

Jordi de las Moras, MD of Europe resorts, ALG.
Photo credit: ALG

De las Moras has joined ALG from Valtur Milan, where he held the positions of chief commercial officer and chief marketing officer with the task of transforming the tour operator into a hotel chain with 15 hotels across Italy and Croatia. De las Moras served 17 years at Meliá Hotels International where he held several positions, including commercial director for Spain’s leisure hotels in the Spanish coast, Balearic and Canary Islands and senior sales and contracting director of leisure for global Europe and Russia, prior to joining Valtur Milan. 


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“Europe is an integral part of our global expansion strategy, and we have now positioned ourselves to properly capitalize on the market,” Coll said in a statement. “Jordi brings more than two decades of hospitality industry expertise in the market, and will be instrumental in introducing AMResorts’ innovative approach to the all-inclusive resort experience in Europe.”

As part of its expansion plans in Europe, ALG set plans with NH Hotel Group to bring AMResorts’ brands Secrets Resorts & Spas and Dreams Resorts & Spas to the continent, beginning in Spain. The company will also launch Amigo Hotels & Resorts, a new mid-size all-inclusive resort brand for families and couples, in Europe. Four of the hotels will open in Lanzarote, Fuerteventura and Mallorca in 2019 following the conversion and renovation of existing hotels.