AMResorts is expanding into Europe via a strategic partnership between parent company Apple Leisure Group (ALG) and Spain’s Grupo Inversor Hesperia.
Under the deal, ALG will oversee worldwide sales and marketing for four properties in Spain. Currently operating under the Hesperia brand, two of the resorts will be reflagged under AMResorts’ adults-only Secrets Resorts & Spas brand, one as a Dreams Resorts & Spas property and a fourth under the recently launched Amigo Resorts flag.
Secrets Mallorca Villamil Resort & Spa will be the first of the four to debut, in March, followed by Secrets Lanzarote Resort & Spa and Amigo Fuerteventura Resort in May. The final hotel, Dreams Lanzarote Resort & Spa, will open next November. Currently a four-star property, Dreams Lanzarote will be reconceptualized as a five-star product. The properties will collectively receive an investment of more than $23 million for renovation and conversion.
The move follows Grupo Inversor Hesperia’s recent termination of its existing management agreement with Spain’s NH Hotel Group.
ALG had announced plans earlier this year to bring its AMResorts brands to Europe in partnership with NH Hotel Group, concurrent with the unveiling of its Amigo concept. ALG CEO Alex Zozaya said in September that Amigo is designed to “fill a void in the market” for a three-star product that is “hip, fresh and fun but not luxury.”
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