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
"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
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.