AMResorts gains ground in Americas, Europe

AMResorts, a subsidiary of Apple Leisure Group, closed 2020 with 69 hotels and a development pipeline of 59 properties in its branded portfolio across Mexico, the Caribbean and Europe. Due to AMResorts’ brands expansion in Europe, including entry into Greece and the significant growth of its portfolio in Spain, during 2020 the company achieved an 85 percent increase in room inventory.

Currently, the AMResorts development pipeline includes 22 new-builds and 37 conversions. Upon completion, the company will be on track to reach its goal of 103 branded properties by the end of 2021. 
 

“Our business model has proven to resonate with owners and investors in Europe, leading to our rapid yet steady growth in that region,” said Javier Coll, the group’s president for global business development. “Despite the challenges of the past year, we are optimistic about the opportunities to continue executing a successful global expansion strategy which will take our portfolio of AMResorts branded properties to more than 100 resorts by the end of 2021.”

Enhancements across Mexico, Central America and the Caribbean

ALG grew its presence in Mexico, Central America and the Caribbean in 2020, opening Secrets St. Martin Resort & Spa; Secrets Riviera Cancun (Mexico) Resort & Spa; Dreams Macao Beach Punta Cana (Dominican Republic); Dreams Vista Cancun Golf & Spa Resort; Dreams Natura Resort & Spa in Puerto Morelos, Mexico; and Dreams Royal Beach Punta Cana; while preparing for the debut of Secrets Playa del Carmen (Mexico) Resort & Spa in 2021. The region remains a cornerstone of ALG’s strategy to expand the AMResorts footprint, and the group plans to to support the recovery of these destinations from the COVID-19 pandemic.
 
Like fellow hospitality brands, AMResorts’ branded-properties in the region closed for a short period as a safety precaution. During that time, several resorts underwent renovations, including upgrades to the pool areas at several Secrets and Dreams properties. Secrets Maroma Beach Resort & Spa in Playa del Carmen, Mexico, upgraded its pool with beach-like access on one side, and Sunscape Puerto Vallarta (Mexico) turned its kids’ pool into a 6,200-square-foot waterpark. Additional renovations included restaurants, guestrooms and common areas such as lobbies, theaters, coffee shops and meetings rooms.
 
To date, all AMResorts branded properties in Mexico have reopened. In the Caribbean, all have opened with the exception of Secrets St. Martin Resort & Spa, which will begin to welcome guests in late January, and in Central America, Dreams Playa Bonita Panama will reopen in March.

Record Growth in Europe

AMResorts more than tripled the European portfolio in 2020, ending the year with 13,590 rooms and becoming the fourth largest hotel brand, by number of beds, in Spain. In total, 36 properties were added to the European footprint, representing a combined investment of more than 100 million euros from owners Hotel Investment Partners, Blantyre and Stoneweg to bring the properties to Secrets Resorts & Spas, Dreams Resorts & Spas and Alua Hotels & Resorts brand standards.
 
As part of its European expansion, AMResorts announced three new properties in the Greek islands of Crete, Corfú and Zante, bringing the first Dreams Resorts & Spas and Alua Hotels & Resorts-branded hotels to the destinations. The three properties will undergo extensive renovations before debuting as AMResorts hotels in 2022. The company also marked its entry into the Iberian Peninsula, signing an agreement to bring the first Alua-branded properties to the Spanish regions of Andalucía and Murcia, beyond the Canary and Balearic islands and in destinations that cater mainly to Spanish tourists.
 

“Even though it was an extremely complex year around the world, in 2020 we accomplished unprecedented growth for Apple Leisure Group and AMResorts thanks to our owners’ trust in our ability to consistently deliver a strong return on investment,” said Javier Águila, president of AMResorts Europe and global strategy. “In 2021, we will continue to rely on the same successful formula as we seek new opportunities to continue to grow in existing and new resort and urban destinations in Spain, Greece, Portugal, Italy, Croatia and Turkey.”