Apple Leisure Group and NH Hotel Group Form Strategic Alliance to Jointly Operate Beachfront Resorts in Europe
Apple Leisure Group (ALG) and NH Hotel Group (NH) announced
that the companies have formed a strategic alliance to bring AMResorts'
award-winning brands to Europe.
An ALG company, AMResorts will debut in Spain with its Secrets
Resorts & Spas adults-only brand, and Dreams Resorts & Spas
family-friendly brand, as well as introduce Amigo Hotels & Resorts, a
new three-star brand offering a concept completely different to the
collection's existing offerings. AMResorts will oversee brand management
and sales while NH will maintain operational management of the resorts.
The first four hotels in AMResorts' European portfolio are slated to
open in Spain in 2019.
“Spain has an abundance of beach and leisure destinations as well
as one of the strongest all-inclusive resort markets outside of the
Caribbean,” said Alex Zozaya, CEO of Apple Leisure Group. “NH
Hotel Group's expertise in Europe made them the right partner to
introduce AMResorts' brands into the continent's Mediterranean
countries, with Spain as starting point of this strategic project.”
Ramon Aragones, CEO of NH Hotel Group, added, “This alliance is
the result of a long-standing relationship between both companies, and
will combine the recognized brands and dynamic sales and marketing
experience of the North American-based AMResorts, with NH's extensive
experience as a leading hotel operator in Europe and Latin America. The
result is an attractive hotel partnership model, which has already
proven successful in the Caribbean, and we will leverage each company's
strengths to surpass travelers' expectations in Europe's top
destinations.”
A Strong Partnership
The expansion into Europe marks the next phase of a long-standing partnership between AMResorts' and NH, which began in 2011 when the companies established a similar model to open three resorts in the Dominican Republic.
Each company is widely recognized as a leader in their respective markets. NH operates nearly 400 hotels in 30 countries across its three brands: NH Collection, NH Hotels and nhow, and is a globally-recognized leader in the urban hotel segment. NH's vast portfolio across many of Europe's premier destinations includes 318 hotels representing nearly 50,000 rooms. The company is also the leading urban hotel operator in Spain, with more than 130 hotels in the country.
AMResorts is one of the fastest-growing luxury leisure travel companies in North America, with a pipeline of 52 open resorts and an additional 20 planned throughout Mexico, the Caribbean and Central America. The company provides sales, marketing and brand management services for Zoëtry® Wellness & Spa Resorts, Secrets®, Breathless®, Dreams®, Now® and Sunscape® Resorts & Spas. It is one of six companies that comprise ALG, North America's only vertically integrated hospitality company.
Growing Footprint
Through the alliance, the companies will evaluate both additional conversion opportunities as well as new builds to expand AMResorts' footprint in Europe. AMResorts' first four European properties will debut in 2019 in the destinations of Lanzarote, Fuerteventura and Mallorca. The resorts will be conversions of existing hotels, which will undergo complete renovations to meet the standards of AMResorts' brands.
“Spain is the gateway to the leisure segment in the Mediterranean Europe. As the second most visited country in the world in 2017, the time was right to expand our footprint across the Atlantic Ocean and into Europe, beginning in Spain. Through this partnership, NH Hotel Group is helping us enter the most competitive and popular destinations in this country, as well as in the rest of the Mediterranean markets, such as Italy where NH has a strong presence,” said Javier Coll, Executive Vice President and Chief Strategy Officer of Apple Leisure Group. “Strategic alliances allow us to utilize our expertise of the all-inclusive sector, while partnering with a local expert, like NH, to create more value, new brands and development opportunities for our owners.”
Catering to the European Market
In addition to introducing Secrets and Dreams Resorts & Spas in the market, AMResorts' will introduce Amigo Hotels & Resorts, a three-star, all-inclusive resort brand. Catering to families and couples, the resort will emphasize a high caliber of service and quality-driven gastronomy program, while providing strong value for guests.
“Travelers visiting Spain's premier beach and leisure
destinations are seeking the perfect combination of service, amenities
and a cost-conscious price point - this is the sweet spot of the Amigo
brand,” said Gonzalo del Peon, AMResorts President. “With the
brand mix we are introducing, we will cater to a wide variety of guests,
whether traveling for a romantic weekend or energetic escape.”
Marriott International, Inc. (NASDAQ: MAR) is a global leading lodging company based in Bethesda,Maryland, USA, with more than 4,200 properties in 80 countries and territories. Marriott International reported revenues of nearly $14 billion in fiscal year 2014. The company operates and franchises hotels and licenses vacation ownership resorts under 19 brands, including: The Ritz-Carlton®, BVlgari®, EDITION®, JW Marriott®, Autograph Collection® Hotels, Renaissance® Hotels, Marriott Hotels®, Delta Hotels and Resorts®, Marriott Executive Apartments®, Marriott Vacation Club®, Gaylord Hotels®, AC Hotels by Marriott®, Courtyard®, Residence Inn®, SpringHill Suites®, Fairfield Inn & Suites®, TownePlace Suites®, Protea Hotels® and MoxyHotels®. Marriott has been consistently recognized as a top employer and for its superior business ethics. The company also manages the award-winning guest loyalty program, Marriott Rewards® and The Ritz-Carlton Rewards® program, which together surpass 50 million members. For more information or reservations, please visit our website at 
