AMResorts Brand Expands to Europe

Hesperia Bristol Playa, Fuerteventura - Exterior
Hesperia Bristol Playa, Fuerteventura

Apple Leisure Group (ALG) and GRUPO INVERSOR HESPERIA (GIHSA) have announced today a strategic alliance to operate its four resorts in Spain with the AMResorts brands. ALG will oversee worldwide sales and marketing of the properties under the leading brands of AMResorts, beginning in 2019.

It is the first agreement by GIHSA after its decision to terminate the management agreement it had with NH, following the latter’s change in management. In the next few months, GIHSA will continue to solidify its expansion and growth plans as part of the company’s next chapter.

AMResorts is a resort brand management company with 55 resorts and 21,000 rooms in its current portfolio, plus 10,000 more under development. With this deal, the company moves forward in its expansion strategy in the EMEA region, in partnership with GIHSA.

The four hotels are currently operated under the Hesperia brand. Beginning 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.

Secrets Mallorca Villamil Resort & Spa will open in March 2019, followed by Secrets Lanzarote Resort & Spa and Amigo Fuerteventura Resort in May 2019. Lastly, in November 2019, Dreams Lanzarote Resort & Spa will debut as a five-star property (formerly a four-star hotel). In order to meet the needs and expectations of travelers who visit these destinations, the hotels will offer several models of F&B (B&B, half board, and all-inclusive). 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.

“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.

ALG, owner of AMResorts, is a North American hospitality and leisure travel group that offers resort owners and tour operators competitive advantages thanks to its 360° business model: leader in sales and marketing services, hotel development, technology solutions, destination management services and vacation brands, allows the company to participate in every step of their clients’ vacation experience. “The clients and partners that work with our resort brands have been asking, for a long time now, to develop our product in the Mediterranean,” said Javier Coll, Executive Vice President and Chief Strategy Officer of Apple Leisure Group, who is based in the U.S. and responsible for AMResorts in Europe. “We are proud to take such an important step side-by-side with the entire Hesperia team, and, also, to do so with such iconic assets such as the four hotels with which we are marking our entry in this new region.”

As part of the expansion plan in EMEA, ALG now has offices in Palma de Mallorca, one of the most important islands in the Mediterranean, and one of the most popular tourist destinations. At the helm, reporting directly to Coll, is Jordi de las Moras, Managing Director of ALG in EMEA, who is responsible for the expansion of the group’s hotel segment in the region.

GIHSA is one of Spain’s largest hotel groups, with a significant presence in urban and leisure destinations. It is one of the leading companies in the industry, with 28 three-, four- and five-star hotels with 1,300 employees. The company is led by its President and main shareholder José Antonio Castro, and by Jordi Ferrer as its CEO.