AMResorts, Grupo Hotelero Santa Fe partner to open dual-branded hotels

Krystal Grand Los Cabos, Mexico. Photo credit: Grupo Hotelero Santa Fe(Image: AMResorts)

Apple Leisure Group subsidiary AMResorts and Mexican hotel company Grupo Hotelero Santa Fe have partnered to open three dual-branded resorts in Punta Cancun, Los Cabos and Nuevo Vallarta, Mexico. 

The hotels will operate under AMResorts' new brand Reflect Resorts & Spas and Krystal Grand Hotels & Resorts. The partners plan to increase international sales for the resorts using ALG’s distribution channels. AMResorts will be responsible for brand management, sales and marketing of the three resorts, which have a combined inventory of 1,329 guestrooms. 

Meanwhile, Mexican company Grupo Hotelero Santa Fe will maintain operational control. “Grupo Hotelero Santa Fe’s growth trajectory in the country makes them an ideal partner for us to launch our new brand Reflect Krystal Grand, which will offer an innovative take on the traditional beach resort,” Alex Zozaya, CEO of Apple Leisure Group, said in a statement. 


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The new hotels will join Grupo Hotelero Santa Fe's portfolio of 25 hotels open and under development throughout 15 cities in Mexico. "The signing of this agreement provides us with access to ALG’s direct, diverse and profitable distribution channels. Combined with our proven track record as one of the top hotel operators in Mexico, this alliance will optimize our return on these properties as well as lay the groundwork for the potential to grow our joint resort portfolio,” Grupo Hotelero Santa Fe said in a statement.

The new hotels will also be part of AMResorts' 30 hotel-portfolio across Mexico. These properties operate under the company's brands Zoetry Wellness & Spa Resorts, Secrets Resorts & Spas, Breathless Resorts & Spas, Dreams Resorts & Spas, Now Resorts & Spas and Sunscape Resorts & Spas.