AMResorts plans Mexico expansion

The Now Emerald Cancun Resort & Spa is opening in June. Photo credit: Apple Leisure Group (Now Emerald Cancun Resort & Spa)

AMResorts, an Apple Leisure Group-related brand, is set to open five new resorts across Mexico this year, making the country the "cornerstone" of the company's growth strategy.

“Mexico continues to offer an abundance of investment possibilities for resort owners, given its variety of destinations catering to every type of traveler,” said Javier Coll, EVP/chief strategy officer of Apple Leisure Group

The openings will expand the presence of the Dreams, Now and Sunscape Resort & Spas flags, bringing AMResorts’ total brand portfolio in Mexico to more than 30 resorts. 

Executives of the brands shared new resort details and revealed plans to rebrand its Reflect Resort & Spas’ properties during a press conference hosted by Apple Leisure Group and AMResorts at the Tianguis Turístico México conference.

“Despite the challenges present in the market, expansion throughout Mexico remains one of our major priorities,” said Alex Zozaya, CEO of Apple Leisure Group. “We remain bullish on the county’s long-term potential and are committed to working closely with local officials to help Mexico reach its full potential.”

The 605-room Dreams Acapulco Resort & Spa will open on the Miguel Alemán coast later this year. The Now Emerald Cancun Resort & Spa is set to open in June between the Caribbean Sea and the Nichupte Lagoon with 427 guestrooms. The 556-room Now Natura Riviera Cancun Resort & Spa, close to the Cancun International Airport, is slated to open in December. The first Sunscape property in Akumal, Sunscape Akumal Beach Resort & Spa will have 360 rooms when it opens in June and the Sunscape Star Cancun Resort & Spa, opening in November, is located near the ruins of the Mayan Riviera and proximate Puerto Cancun Golf Club.
AMResorts indicated it will continue to bolster its brand presence in Mexico and the Caribbean with deals for Secrets St. Martin Resort & Spa and Breathless Cancun Resort & Spa, both opening in 2020, and Breathless Tulum Resort & Spa set to open in 2021.

AMResorts will rebrand three Reflect Resorts & Spas in Mexico this year, changing the names to Reflect Cancun Resort & Spa, Reflect Los Cabos Resort & Spa and Reflect Nuevo Vallarta Resort & Spa.

AMResorts will have more than 60 branded resorts with more than 24,000 rooms across Mexico, the Caribbean, Central America and Europe by year's end.