Editorial Board   Guest Author

Mr. Coll

Javier Coll

Executive Vice President & Chief Strategy Officer, Apple Leisure Group

Javier Coll is Executive Vice President and Chief Strategy Officer of Apple Leisure Group®, Co-founder of the group's luxury resort brand management company, AMResorts®, and its elite benefits program, Unlimited Vacation Club® (UVC). Mr. Coll has played a pivotal role in the development of both businesses.

The multidisciplinary executive applies more than 25 years of international hospitality operations and finance experience to skillfully direct the group's growth, development, mergers and acquisitions. Under Mr. Coll's leadership, AMResorts has become the largest Resort Brand Management company in Mexico and the Caribbean.

Since the inception of AMResorts in 2001 and prior to his appointment as Executive Vice President & Chief Strategy Officer of Apple Leisure Group, Mr. Coll held diverse leadership roles in AMResorts, including Chief Financial Officer and Chief Operating Officer, and was directly involved in negotiating contracts, analyzing and selecting existing hotels for rebranding, plus supervising the development and construction of new hotels.

While defining the signature attributes of AMResorts' six luxurious brands, Mr. Coll also developed and implemented new operating procedures for each brand's finance, administration, auditing, IT and legal departments. He has been responsible and instrumental in developing strategies that would expand AMResorts' world-class portfolio.

Before joining AMResorts, Mr. Coll was the Deputy Managing Director of MAC Hotels, based in Palma de Mallorca, where he oversaw sales, marketing, operations and administration for the hotel chain. He was also Head of International Development (Spain), Managing Director (USA), and Director of Administration for Spain's Barceló Group. He began his career as an economist, developing viability studies of the transition from traditional European-plan hotels to the all-inclusive format.

Originally from Palma de Mallorca, Spain, Mr. Coll graduated from Universitat de les Illes Balears with a B.A. in Marketing & International Taxation and received an M.B.A. in Business Administration/Economics from Universitat de Barcelona.

Mr. Coll can be contacted at 610-359-5913 or jcoll@applelg.com

Coming up in July 2019...

Hotel Spa: Pursuing Distinction

The Wellness Movement continues to evolve and hotel spas continue to innovate in order to keep pace. Fueled by intense competition within the industry, hotel spas are seeking creative ways to differentiate themselves in the market. An increasing number of customers are searching for very specific, niche treatments that address their particular health concerns and, as a result, some leading spas have achieved distinction by offering only one specialized treatment. Meditation and mindfulness practices are becoming increasingly mainstream as are alternative treatments and therapies, such as Ayurvedic therapies, Reiki, energy work and salt therapy. Some spas specialize in stress management and offer lifestyle coaching sessions as part of their program.  Other spas are fully embracing new technologies as a way to differentiate themselves, such as providing wearable devices that track health and fitness biomarkers, or robots programmed with artificial intelligence to control spa environments, or virtual reality add-ons that transport guests to relaxing places around the world. Some spas have chosen to specialize in medical procedures such as liposuction, laser skin therapy, phototherapy facials, Botox and facial fillers, acupuncture and permanent hair removal, in addition to cosmetic body shaping procedures and  teeth whitening treatments. Similarly, other spas are offering comprehensive health check-ups and counseling services for those who are interested in disease prevention treatments. Finally, as hotel spas continue to become more diverse, accessible and specialized, there is a growing demand for health professionals with a specific area of expertise. There is a proliferation of top class, quality wellness practitioners who make a name for themselves by offering their services around the globe, including athletes, chefs, doctors, physical trainers and weight loss specialists. The July issue of the Hotel Business Review will report on these trends and developments and examine how some hotel spas are integrating them into their operations.