Duo team up to take AMResorts brands to Europe

Apple Leisure Group (ALG) and GRUPO INVERSOR HESPERIA (GIHSA) have announced 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, and Dreams Lanzarote Resort & Spa in November 2019, which will debut as a five-star property (it was formerly a four-star hotel).

In order to meet the needs and expectations of travellers 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, targeted at renewing the four properties, based on the specific needs of each, and raising their product quality to AMResorts’ brands standards.

Jordi Ferrer, CEO of GIHSA, said: “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.”

• You can read more about AMResorts expansion into Europe in the latest issue of Ventures magazine.