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Apple Leisure Group signs with NH Hotels for European expansion
The Secrets brand is expected to launch in Europe next year

Apple Leisure Group signs with NH Hotels for European expansion

Apple Leisure Group and NH Hotel Group have formed a strategic alliance to bring AMResorts’ brands to Europe.

An Apple Leisure Group company, AMResorts will debut in Spain with its Secrets Resorts & Spas adults-only brand, and Dreams Resorts & Spas family-friendly brand, as well as introduce Amigo Hotels & Resorts, a new three-star brand offering a concept completely different to the collection’s existing offerings.

AMResorts will oversee brand management and sales while NH will maintain operational management of the resorts.

The first four hotels in AMResorts’ European portfolio are slated to open in Spain in 2019.

“Spain has an abundance of beach and leisure destinations as well as one of the strongest all-inclusive resort markets outside of the Caribbean,” said Alex Zozaya, chief executive of Apple Leisure Group.


“NH Hotel Group’s expertise in Europe made them the right partner to introduce AMResorts’ brands into the continent’s Mediterranean countries, with Spain as starting point of this strategic project.”

The expansion into Europe marks the next phase of a long-standing partnership between AMResorts’ and NH, which began in 2011 when the companies established a similar model to open three resorts in the Dominican Republic.

Ramon Aragonés, chief executive of NH Hotel Group, added: “This alliance is the result of a long-standing relationship between both companies, and will combine the recognised brands and dynamic sales and marketing experience of the North American-based AMResorts, with NH’s extensive experience as a leading hotel operator in Europe and Latin America.

“The result is an attractive hotel partnership model, which has already proven successful in the Caribbean, and we will leverage each company’s strengths to surpass travellers’ expectations in Europe’s top destinations.” 

NH operates nearly 400 hotels in 30 countries across its three brands: NH Collection, NH Hotels and nhow.

AMResorts is one of the fastest-growing luxury leisure travel companies in North America, with a pipeline of 52 open resorts and an additional 20 planned throughout Mexico, the Caribbean and Central America.