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AMResorts signs alliance to launch "Reflect" in co-branding with Krystal Grand

Last week AMResorts announced its partnership with Grupo Hotelero Santa Fe to launch a co-branding strategy between their new Reflect Resort & Spas and Santa Fe’s existing Krystal Grand brand, for the latter’s hotels in Los Cabos, Punta Cancun and Nuevo Vallarta. Starting 1st July, the new co-branding comes into effect to spruce up the trio of Mexican resorts with a renewed image.

AMResorts signs alliance to launch "Reflect" in co-branding with Krystal Grand

Hoping to enhance their collection of hotel properties in Punta Cancun, Nuevo Vallarta and Los Cabos, Grupo Hotelero Santa Fe in Mexico is borrowing expertise from AMResorts after signing a new agreement for the co-branding of their Krystal Grand® resorts.

As part of the new alliance, a total of 1,329 rooms are to undergo a re-branding process under the management of AMResorts, which will be responsible for the properties’ commercialisation, sales and marketing. The launch of the new Reflect® Resort & Spas will see the transformation of all three beachfront properties to represent renewed brand values.

Speaking about the company’s decision for this strategic brand collaboration, Grupo Hotelero Santa Fe said that their existing hotel properties would enjoy more visibility and:

“...better customer acquisition thanks to Apple Leisure Group’s distribution network.”

Speaking about Apple Leisure Group, AMResorts’ parent company, they described it as:

“The largest global operator for leisure travel to Mexico, the Dominican Republic and one of the largest to the Caribbean”

AMResorts has enjoyed historical success since its foundation thanks to its leading hotel brand management strategies, specialising in the luxury ultra all-inclusive holiday market. The North American travel company boasts over 19,000 rooms in Mexico and the Caribbean with as many as six different resort brands and counting.

These include the family-friendly Dreams Resorts & Spas and Sunscape Resorts & Spas, the romantic adults-only Secrets Resorts & Spas brand, the young and trendy Now Resorts & Spas and Breathless Resorts & Spas geared towards party-going sophisticated individuals in search of vibrant nightlife and atmospheric lounge spaces as well as the wellness-focused Zoetry Wellness & Spa, comprising a selection of intimate boutique properties offering the ultimate holistic holiday experience.

Grupo Hotelero Santa Fe has a total of 6,295 hotel rooms in 25 properties in 15 cities Mexican cities, including hotels currently under construction. Throughout the hotelier’s co-branding agreement with AMResorts, Santa Fe will maintain the sole property of all three hotels and will continue operating them directly.

According to a press release signed by Grupo Hotelero Santa Fe’s chief financial officer, Enrique Martinez Guerrero:

“The signing of this strategic alliance will give us access to more direct, diversified and profitable distribution channels. This, combined with our proven capability as the best hotel operator in Mexico, will optimize the results of these properties.”

With unique all-inclusive concepts that perfectly adapt to each of their brands, AMResorts’ famous signature packages include Unlimited-Luxury®, Unlimited-Fun® and Endless Privileges® with the presence in countries like Mexico, Costa Rica, Dominican Republic, Jamaica, Panama and Curacao.

Their alliance with Grupo Santa Fe will further cement and extend their core values and marketing strategies, taking them to another hotelier company for the first time. We can’t wait to find out what the new Reflect® brand will be all about.

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