The Apple Leisure and NH Hotels partnership expands another all-Inclusive brand in Europe

by | May 28, 2018 | General News

Experts say that the agreement between the two companies will likely mean big things for the selection of properties they are able to offer visitors in Europe

Roughly a month ago, Apple Leisure Group announced that it would be merging with Mark Travel. Now, the hospitality and leisure travel giant will be making more moves as it continues to build upon its ongoing efforts to expand its global business as well as its overall reach.

Apple Leisure, which is based in Newtown Square, Pennsylvania in the United States, has now announced that it is entering into another strategic partnership, this time with the Madrid-based NH Hotel Group, which has been known to be amenable to such an agreement for some time. This deal will see the companies jointly operating a number of beachfront resorts that are located in Spain.

Apple Expands in Europe

This joint deal will have one near-certain effect: it will bring Apple’s all-inclusive Secrets Resorts & Spas and its Dream Resorts & Spas brands to Europe for the first time ever, while at the same time helping to introduce a new brand: Amigo Hotels & Resorts, which from the get go is being marketing as a three-star, all-inclusive brand for guests.

Apple’s AMResorts division will oversee management and sales of the hotels, while NH will maintain operational management. The first four hotels under the partnership are slated to open their doors for business during 2019, with properties that will be located in Lanzarote, Fuerteventura, and Mallorca, all of which will be conversions of existing properties.

The European Expansion for AMResorts

Meanwhile, this also isn’t the first time that AMResorts and NH Hotel Group have collaborated or worked together. In fact, in 2011 the two entities partnered on the development and opening of three resorts located in the Dominican Republic.

NH Hotel Group has a reputation for being well-established all throughout the European hospitality market. The company has to its name 400 hotels that are spread throughout 30 different countries across the globe, many of which just so happen to be located in desirable regions such as major cities. AMResorts, meanwhile, is more so known for the quality of the all-inclusive resorts that it has in its own portfolio, many of which have desirable locations of their own spread throughout Mexico, the Caribbean, and South America. Currently, AMResorts is reported to have 52 total properties with plans to open 20 additional properties during the next few years or so.

For AMResorts, expanding into Europe, especially in Spain where there is strong demand and presence for beachfront all-inclusive resorts, is strategically important

“Spain is the gateway to the leisure segment in the Mediterranean Europe,” said Javier Coll, executive vice president and chief strategy officer of Apple Leisure Group in a statement. “As the second most visited country in the world in 2017, the time was right to expand our footprint across the Atlantic Ocean and into Europe, beginning in Spain. Through this partnership, NH Hotel Group is helping us enter the most competitive and popular destinations in this country, as well as in the rest of the Mediterranean markets, such as Italy where NH has a strong presence.”

Let’s take a look at a few projects currently underway by Apple Leisure Group:

Dreams Buenaventura Panama Resort & Spa

Zöetry Isla di Oro Aruba


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