AMResorts, an Apple Leisure Group (ALG) company, and Grupo Hotelero Santa Fe, a leader in Mexico's hotel industry, have formed a strategic alliance to co-brand three resorts in Punta Cancun, Los Cabos and Nuevo Vallarta.
Under the co-branded partnership model, which will begin July 1, 2018, AMResorts will be responsible for brand management, sales and marketing of the three resorts, and Grupo Hotelero Santa Fe will maintain operational control.
The three co-branded resorts will include AMResorts' new brand, Reflect Resorts & Spas, and Krystal Grand and will represent a total of 1,329 guestrooms.
The main goal of the alliance is to increase international sales for both resort brands using ALG's distribution channels.
"We are confident that our alliance with Grupo Hotelero Santa Fe and the Krystal brand will prove successful, as it leverages the strengths of two internationally recognized leading hospitality companies with complementary offerings to create a first-of-its-kind partnership in Mexico," said Alex Zozaya, CEO of ALG.
"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," added Zozaya.
Grupo Hotelero Santa Fe noted that "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."
For the latest travel news, updates and deals, subscribe to the daily TravelPulse newsletter.
Topics From This Article to Explore
