AMResorts and HOTEL Launch Reflect Resorts & Spa Brand with Krystal Grand in Mexico Locations

Beginning on July 1, 2018, a strategic alliance will commence between one of Mexico’s hotel industry leaders, Grupo Hotelero Santa Fe (“HOTEL” or GHSF), and AMResorts. This strategic alliance will include the launch of the Reflect® Resorts & Spa brand, which is a co-branding opportunity with the Punta Cancun, Los Cabos, and Nuevo Vallarta Krystal Grand® locations.

With the goal of increasing sales and the opportunity to expand the partnership to other GHSF properties in the country, AMResort will be in charge of the three properties’ (1,329 rooms) sales, marketing, and commercialization while GHSF will continue normal maintenance and operation. The expected growth in international sales will result in a higher dollar-denominated sales percentage and better customer acquisition.

AMResorts’ parent company, Apple Leisure Group, is one of the largest hotel brand management companies in Mexico and the Caribbean. It has an extensive distribution network and is the largest global operator for leisure travel to Mexico and the Dominican Republic. The alliance will provide GHSF more direct access to potential customers who are searching for the best hotel operators in Mexico.Together, these companies will continue to create the most sought-after luxury resort experiences in Nuevo Vallarta, Punta Cancun, and Los Cabos.

To learn more about this alliance, please visit GHSF’s official website.

About Grupo Hotelero Santa Fe
GHSF, S.A.B. Of C.V. (BMV:HOTEL) (“HOTEL” or “the Company”), is Mexico’s leading acquisitions, use conversions, development, and operation company in the hotel industry. It’s talents are used for its own hotels and third party-owned hotels across the country. It’s focus is on hotel location, quality, a unique management model, strict expense control, and much more. It’s brands include Krystal® Grand and other international, household names.

About AMResorts
AMResorts is a subsidiary of Apple Leisure Group, a leading marketing, sales, and brand management company that services six resort brands: Zoëtry® Wellness & Spa Resorts, Secrets® Resorts & Spas, Breathless® Resorts & Spas, Dreams® Resorts & Spa, Now® Resorts & Spas, and Sunscape® Resorts & Spas. AmResorts has over 52 award-winning properties across Mexico, Curacao, Dominican Republic, Costa Rica, Panama, and Jamaica.