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AMResorts launches new Reflect Resorts brand in Mexico

A new luxury all-inclusive resort brand, Reflect Resorts and Spas, has been launched in Mexico by hotel management company AMResorts, which already runs six brands across Central America and the Caribbean. The family-friendly brand marked its debut with the opening of Reflect Krystal Grand Cancun, with another two hotels in Los Cabos and Nuevo Vallarta set to follow suit.

AMResorts launches new Reflect Resorts brand in Mexico

Hotel management group AMResorts Collection has launched a new all-inclusive hotel brand, Reflect Resorts and Spas, in Mexico with the opening of Reflect Krystal Grand Cancun. This will be the seventh brand in AMResorts’ portfolio, which also includes Zoetry Resorts and Secrets Resorts, with properties spread across Central America and the Caribbean.

The new family-friendly brand will operate under AMResorts’ Unlimited Luxury® model where everything at the resort is included. Guests benefit from reservation-free dining with à la carte service at gourmet restaurants, 24-hour room and concierge services, unlimited premium beverages, and day and night activities for the entire family, all included in the package.

As a result of a collaboration between AMResorts and Mexican hotel group Grupo Hotelero Santa Fe, three resorts in the popular tourist destinations of Cancun, Los Cabos and Nuevo Vallarta will undergo an multi-million-dollar transformations to become luxury Reflect Resorts. The three properties were managed under the Krystal Grand brand until 30 June 2018.

All-in-all the three resorts have 1,329 rooms, and each boast beachfront locations as well as adults-only swimming pools to relax in isolation, and family-friendly swimming pools for fun. Each resort will feature enriching activities and experiences inspired by the culture of the region.

The partnership between the two companies was announced recently at a cocktail reception at Cancun Travel Mart, where the newly-branded Reflect Krystal Grand Cancun was unveiled.

CEO of AMResorts’ parent company Apple Leisure Group, Alex Zozaya said:

“Grupo Hotelero Santa Fe’s growth in Mexico's hospitality industry makes it an ideal partner for us to launch our new shared brand Reflect Krystal Grand, which offers an innovative and unique beach resort concept.”

AMResorts’ president Gonzalo del Peón added:

“This alliance allows us to continue to grow our new brand through these iconic hotels in their destinations, as well as expand our product portfolio according to the tastes and preferences of all types of travellers under our new Unlimited-Luxury concept.”

The company’s expansion plans include the upcoming opening of the new Sunscape Star Cancun, as well as more resorts across various brands in the region by the end of 2019 and during 2020. The company plans to reach its target of 81 hotels with nine brands in 11 countries and 36 destinations in the near future.

Located throughout Mexico, Jamaica, Curacao, St. Thomas, Dominican Republic and Costa Rica, AMResorts has nearly 40 award-winning properties. Reflect Resorts joins AMResorts’ collection, which includes boutique Zoëtry Wellness & Spa Resorts, adults-only Secrets Resorts & Spas, high-energy Breathless Resorts & Spas, family-friendly Dreams Resorts & Spas, vibrant Now Resorts & Spas and fun-filled Sunscape Resorts & Spas.

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