By the Caribbean Journal staff

The fastest-growing resort company in the Caribbean is expanding again, this time with a new brand.

Apple Leisure Group subsidiary AMResorts has signed an agreement with the Mexico-based Grupo Hotelero Sante Fe on a strategic alliance that will see the debut of a new brand, Reflect Resorts and Spas.

The beach at the Punta Cancun-area property.

Reflect will co-brand three resorts in Punta Cancun, Los Cabos and Nuevo Vallarta, all with Grupo Hotelero Sante Fe’s Krystal brand, meaning a trio of “Reflect Krystal Grand” resorts.

“We are confident that our alliance with Grupo Hotelero Santa Fe and the Krystal brand will prove successful, as it leverages the strengths of two internationally recognized leading hospitality companies with complementary offerings to create a first-of-its-kind partnership in Mexico,” said Alex Zozaya, CEO of Apple Leisure Group. “Grupo Hotelero Santa Fe’s growth trajectory in the country makes them an idea partner for us to launch our new brand Reflect Krystal Grand, which will offer an innovative take on the traditional beach resort.”

AMResorts has nearly 20,000 rooms in its portfolio in Mexico, the Caribbean and Central America; the company said the strategic alliance would officially begin on July 1.

“The signing of this agreement provides us with access to ALG’s direct, diverse and profitable distribution channels,” Grupo H’otelero Sante Fe said in a statement. “Combined with our proven track record as one of the top hotel operators in Mexico, this alliance will optimize our return on these properties as well as lay the groundwork for the potential to grow our joint resort portfolio.”

A room at the soon-to-be-rebranded Reflect Krystal Grand.

The new Reflect brand is a “family-friendly luxury resort brand,” according to the company. Reflect properties will offer all of the company’s signature “Unlimited Luxury” concepts, from reservation-free dining to 24-hour room service and unlimited beverages.

AMResorts’ existing all-inclusive brands include Zoëtry, Secrets, Breathless; Dreams; Now; and Sunscape resorts.

— CJ