AMResorts Expanding to Europe



Apple Leisure Group and NH Hotel Group have formed a strategic alliance to bring the AMResorts brands to Europe, starting with four hotels in Spain in 2019.
As part of the Europe expansion, AMResorts will launch a three-star brand, Amigo Hotels & Resorts. The other Spain resorts will fly the Secrets and Dreams flags.

The four resorts will be in Lanzarote, Fuerteventura and Mallorca. They will be conversions of existing hotels. AMResorts will oversee brand management and sales while NH will maintain operational management of the resorts.

"Spain has an abundance of beach and leisure destinations as well as one of the strongest all-inclusive resort markets outside of the Caribbean," stated Apple Leisure Group CEO Alex Zozaya.

The partnership between AMResorts and NH dates to 2011, when the companies established a similar model to open three resorts in the Dominican Republic. NH operates nearly 400 hotels in 30 countries across its three brands: NH Collection, NH Hotels and Nhow. Of those, 318 are in Europe and 130 are in Spain.The two companies plan to identify additional conversion opportunities as well as opportunities to build new properties to expand AMResorts' footprint in Europe.