All Inclusive Resort Press Releases

AMResorts Introduces its Newest Brand, Reflect Resorts & Spas

Travel Agent NEWS for AMResorts newest Resort Reflect Resorts

AMResorts, a leader in the luxury all-inclusive market, celebrates the opening of Reflect Krystal Grand Cancun and its co-branding partnership with Grupo Santa Fe, during Cancun Travel Mart



CANCUN, MEXICO (October 12, 2018) – AMResorts®, an Apple Leisure Group®(ALG) brand, and Grupo Hotelero Santa Fe, one of the leaders of Mexico’s hotel industry, hosted a cocktail reception for all Cancun Travel Mart attendees to celebrate the launch of Reflect® Krystal Grand Cancun, the product of a strategic co-branding alliance recently announced by both companies.


Under the co-branded partnership model, AMResorts is responsible, through its new Reflect Resorts & Spas brand, for brand management, sales and marketing of three Grupo Santa Fe resorts in Cancun, Los Cabos and Nuevo Vallarta. The three properties were managed under the Krystal Grand® brand until June 30, 2018. Grupo Hotelero Santa Fe maintains ownership and operational control of the resorts.


Now operating under the Reflect Resorts & Spas brand, these three resorts have 1,329 rooms combined with the goal of increasing international sales and attracting new clients by using ALG’s strong distribution channels. ALG is the largest seller of vacation packages in the U.S. for travel to Mexico and the Caribbean, representing approximately 3.2 million travelers annually.


AMResorts is a globally-recognized leader in the luxury all-inclusive sector, with a solid sales, marketing and distribution platform. The company has nearly 20,000 rooms in its portfolio operating under several award-winning brands in Mexico, the Caribbean and Central America. ALG is the top seller of all-inclusive vacation packages in the U.S. leisure travel industry, possessing a vertically-integrated business model that serves travelers and destinations worldwide.


Grupo Hotelero Santa Fe is a Mexican company with a long history of proven success and more than 28 years of experience in the country’s hotel industry. The Group has acquired and developed more than 10,000 rooms throughout Mexico and Latin America. Currently, it owns 27 hotels, more than 6,600 rooms and is listed on the Mexican Stock Exchange under the ticker HOTEL.


“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.”


In turn, Francisco Medina Elizalde, CEO of Grupo Hotelero Santa Fe, pointed out that “this strategic alliance gives us access to more direct, diversified and profitable distribution channels. Combined with our proven track record as one of the best hotel operators in Mexico, this alliance optimizes the results of those properties, and we can expand this model to a larger number of hotels.” Likewise, he indicated that the company is investing $8 million to renew and adapt the three properties to the standards required by AMResorts for the Reflect® Resorts & Spas brand.


Gonzalo del Peón, president of AMResorts said, “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 according to the tastes and preferences of all types of travelers under our new Unlimited-Luxury® concept.” Similarly, he revealed the company’s expansion plans, including the upcoming opening of the new Sunscape Star Cancun, as well as more resorts across various brands in the region by the end of 2019 and during 2020. The company plans to reach its target of 81 hotels with nine brands in 11 countries and 36 destinations in the near future.


Reflect Resorts & Spas is a family-friendly brand that will operate under theUnlimited-Luxury® model, where everything is included: reservation-free dining with à la carte service at gourmet restaurants, 24-hour room and concierge services, an unlimited premium beverage program, comprehensive day and nighttime activities for the entire family, included taxes and gratuities, and more – all without wristbands.The resorts’ vibrant beachfront locations in different exciting destinations offer the perfect escapade for all types of travelers, offering adults-only swimming pools to relax in isolation, and family-friendly swimming pools for fun, as well as enriching activities and experiences inspired by the culture of each place and more.



About Grupo Santa Fe

Grupo Santa Fe is one of the leading companies in Mexico’s hotel industry focused on the acquisition, development and operation of its own hotels, as well as franchises and licensed brands. The company focuses on strategic hotel location and quality, a unique hotel management model, strict expenditure control and the proprietary Krystal® brand, as well as other international brands. As of year-end 2017, the company employed over 3,200 people and generated revenues of MXN 1,581 million. For more information, please visit


About Apple Leisure Group

Apple Leisure Group® (ALG) is the leading North American travel, hospitality and leisure management group with the only vertically-integrated business model, serving travelers and destinations worldwide. ALG consistently delivers exceptional value to travelers and strong performance to resort owners and partners by strategically leveraging the power of its portfolio of businesses across five segments, comprising: the largest seller of vacation packages in the U.S. for travel to Mexico and the Caribbean, moving approximately 3.4 million passengers annually through the well-established vacation brands Apple Vacations ®, Travel Impressions®,®,, Blue Sky Tours®, Southwest Vacations, Funjet Vacations®, and United Vacations; brand management of 5-star and 4-star luxury resorts through AMResorts® award-winning brand portfolio including Zoëtry® Wellness & Spas Resorts, Secrets® Resorts & Spas, Breathless Resorts & Spas®, Dreams® Resorts & Spas, Now Resorts & Spas®, and Sunscape®Resorts & Spas; best-in-class destination management services provided by Amstar DMC and Worldstar®, the exclusive travel loyalty program Unlimited Vacation Club®; and the innovative technology solutions provider Trisept Solutions®, connecting over 88,000 travel agents with leading travel suppliers. To learn more about the Apple Leisure Group advantage,


About AMResorts

AMResorts collectively provide sales, marketing and brand management services to seven individually unique resort brands including Zoëtry Wellness & Spa Resorts, Secrets, Breathless, Dreams, Now, Reflect and Sunscape Resorts & Spas. The Newtown Square-based company is continuously raising the all-inclusive concept to a new level of luxury with its signature Endless Privileges®, Unlimited-Luxury®, Defined Delights and Unlimited-Fun® programs. Located throughout Mexico, Jamaica, Curacao, Dominican Republic, Costa Rica, and Panama, AMResorts’ 55 award-winning properties treat every guest to premium accommodations, desirable locations and extraordinary inclusions. The brands in the collection include: boutique Zoëtry Wellness & Spa Resorts (; 1-888-4-ZOËTRY); adults-only Secrets Resorts & Spas (; 1-866-GO SECRETS); high-energy Breathless Resorts & Spas (; 1-855-65-BREATHE); family-friendly Dreams Resorts & Spas (; 1-866-2-DREAMS); vibrant Now Resorts & Spas (; 1-877-NOW-9953); spirited Reflect Resorts & Spas (; 1-855-4REFLECT); and fun-filled Sunscape Resorts & Spas (; 1-866-SUNSCAPE). Images, logos and informational material about the AMResorts Collection of brands and properties are available at