AMResorts’ New All-Inclusive Brand

amresorts all-inclusiveThe Reflect Krystal Grand in Cancun.

By the Caribbean Journal staff

Fast-expanding AMResorts has officially introduced its newest all-inclusive brand: Reflect Resorts.

The new brand is the result of a partnership with Mexican firm Grupo Hotelero Santa Fe, and will mean three new properties under the brand in destinations including Cancun, Los Cabos and Nuevo Vallarta.

Those three resorts had been operating under the Krystal Grand brand until June 30.

Under the agreement, Grupo Hotelero Santa Fe maintains ownership and operational control of the resorts.

“We are confident that our alliance with Grupo Hotelero Santa Fe and the Krystal® brand will certainly prove successful, as it leverages the strengths of two leading, globally-recognized hospitality groups with complementary products and service offerings,” said Alex Zozaya, CEO of Apple Leisure Group. “Grupo Hotelero Santa Fe’s growth in Mexico’s hospitality industry makes it an ideal partner for us to launch our new shared brand Reflect Krystal Grand, which offers an innovative and unique beach resort concept.”

The new family-friendly Reflect Resorts properties have a combined 1,329 rooms in Mexico, part of AMResorts’ 20,000-room portfolio in the wider region.

“This alliance allows us to continue to grow our new brand through these iconic hotels in their destinations, as well as expand our product portfolio,” said Gonzalo del Peón, president of AMResorts.