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AMResorts partners to enter Mediterranean

Apple Leisure Group (ALG) and NH Hotel Group (NH) on Thursday announced that the companies have formed a strategic alliance to bring AMResorts’ brands to Europe’s Mediterranean countries, starting with four conversion slated to open in 2019 on the Spanish islands of Lanzarote, Fuerteventura and Mallorca.

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 the first Amigo Hotels & Resorts property, a new 3-star, value-driven all-inclusive 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. It has not yet been made public which specific four NH hotels will convert to the AMResorts brands.

The new alliance is also planning conversion as well as new-builds to expand AMResorts’ footprint in Europe, including in Italy where NH has a strong presence. “We will continue grow in Spain and Europe, bringing our Caribbean-style, all-inclusive product that you don’t find in Europe. We will bring more gourmet food, bigger room sizes and more amenities, in general,” Fernando Fernandez, vice president of development for ALG, told HOTELS.

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. Fernandez would not elaborate on the structure of the deal or the timeframe for expansion, but he did say they will be continually pursuing new opportunities for the venture.

NH currently operates nearly 400 hotels in 30 countries across its three brands. AMResorts has 52 open resorts and an additional 20 planned throughout Mexico, the Caribbean and Central America.

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