TORONTO — AMResorts has signed a strategic alliance with Mexico’s Grupo Hotelero Santa Fe that will see AMResorts’ new Reflect Resorts & Spas co-brand three luxury all-inclusive properties in Punta Cancun, Los Cabos and Nuevo Vallarta, with Grupo Hotelero’s Krystal Grand division.

The alliance takes effect July 1. Under the co-branded partnership model AMResorts will be responsible for brand management, sales and marketing of the three resorts, which represent a total of 1,329 guest rooms, while Grupo Hotelero Santa Fe (‘HOTEL’ on the Mexican Stock Exchange) will maintain operational control.

AMResorts says Reflect Resorts & Spas will be a family-friendly luxury resort brand offering AMResorts’ signature vacation concept, ‘Unlimited-Luxury’, where everything is included: reservation-free dining at gourmet restaurants, 24-hour room and concierge services, an unlimited premium beverage program, day and nighttime activities for the entire family and included taxes and gratuities.

AMResorts’s portfolio is now at nearly 20,000 rooms under several brands in Mexico, the Caribbean and Central America.

Back in April 2017 AMResorts said it wanted 100 properties by 2020, with a focus on Mexico, and it seems the hotel company is making good on its growth plans for the destination.

In April 2018 AMResorts announced four new resorts in Mexico, including two in the up and coming destination of Punta Mita. Secrets Punta de Mita Resort & Spa and Dreams Punta de Mita Resort & Spa as well Secrets Marina Resort & Spa and Now Natura Riviera Cancun are all on the way for AMResorts, expanding the hotel company’s already sizeable Mexico footprint.

Grupo Hotelero Santa Fe meanwhile has acquired and developed more than 10,000 rooms throughout Mexico and Latin America. To date it has 6,925 rooms across 25 hotels open and under development throughout 15 destinations in Mexico.

“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, parent company of AMResorts. “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.”