AMResorts Expands in Europe After Agreement with Apple Leisure Group & Grupo Inversor Hesperia

Wine tasting at a Secrets property.

AMResorts expands in Europe after an agreement between Apple Leisure Group (ALG) and Grupo Inversor Hesperia (GIHSA)—one of Spain’s largest hotel groups. The two companies announced today that it will operate its four resorts in Spain under the AMResorts brands. ALG will oversee worldwide sales and marketing of the properties under the leading brands of AMResorts starting in 2019.

GIHSA decided to terminate the management agreement it had with NH Hotels after NH’s change in management. Over the next few months, GIHSA will continue its expansion and growth plans as part of the company’s next chapter.

With this new deal, AMResorts moves forward in its expansion strategy in the EMEA region, in partnership with GIHSA. The four hotels are currently operated under the Hesperia Brand. Starting in 2019, two will operate under the adults-only Secrets Resorts & Spas brand, and the other two under the family-friendly brands—Dreams Resorts & Spas and Amigo Resorts.

“We are highly satisfied with the agreement reached with ALG, which raises our hotels’ profile to another level, and will allow us to attract new clients from around the world through the AMResorts’ brands. With this alliance, we officially start a new path within GIHSA’s growth and expansion plan,” said Jordi Ferrer, CEO of GIHSA in press materials.

Secrets Mallorca Villamil Resort & Spa will open in March 2019, followed by Secrets Lanzarote Resort & Spa and Amigo Fuerteventura Resort in May 2019. Then in November 2019, Dreams Lanzarote Resort & Spa will debut as a five-star property (formerly a four-star hotel). These hotels will offer several models of F&B including B&B, half board, and all-inclusive options. As part of the brand conversion process, GIHSA plans a significant investment of over 20 million euros targeted at renewing the four properties, based on the specific needs of each, and raising their product quality to AMResorts’ brands standards.

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