ALG plans new Secrets hotel for Aruba

Secrets Baby Beach Aruba
The Secrets Baby Beach will be the first Secrets Resorts & Spa-branded property in Aruba. Image credit: Apple Leisure Group

Apple Leisure Group's AMResorts has signed a new resort brand management deal for Aruba. 

The agreement will bring the first Secrets Resorts & Spa-branded property to the island. The 600-room Secrets Baby Beach Aruba will open on Baby Beach, close to San Nicolas. 

The adults-only resort is expected to finish construction in the fourth quarter of 2021.

Virtual Event

HOTEL OPTIMIZATION PART 2 | Now Available On-Demand

Survival in these times is highly dependent on a hotel's ability to quickly adapt and pivot their business to meet the current needs of travelers and the surrounding community. Join us for Optimization Part 2 – a FREE virtual event – as we bring together top players in the industry to discuss alternative uses when occupancy is down, ways to boost F&B revenue, how to help your staff adjust to new challenges and more, in a series of panels focused on how you can regain profitability during this crisis.

“The Caribbean region remains a main focus of expansion for ALG and we are thrilled to be adding the destination of Aruba to our growing branded portfolio,” said Javier Coll, EVP and chief strategy officer of ALG. “The island continues to be in high demand, with [more than] one million yearly visitors and the recent emergence of a major luxury eco-tourism market. These factors, along with the Caribbean’s overall forward momentum, give us great confidence in the short- and long-term potential of the destination.” 

ALG is also preparing to open the Dreams Curaçao Resort, Spa & Casino and the Secrets St. Martin Resort & Spa in the coming months. 

AMResorts currently has 66 branded resorts with 24,000 rooms in its portfolio across Mexico, the Caribbean, Central America and Spain. The company has nearly 9,000 further rooms under development. 

Suggested Articles

The partnership aims to help restaurants streamline online orders from apps like GrubHub, UberEats, DoorDash, Chownow, Caviar, Postmates and others.

Two conferences traditionally held in the first half of each year are rescheduling for the second half.

In October, visitor arrivals were down 90.4 percent compared to 2019 and hotel occupancy was below 20 percent.