by Michael J. Shapiro | June 07, 2018
AMResorts will launch a new brand, Reflect Resorts & Spas, in a co-branding effort with existing Krystal Grand properties in the Mexican resort destinations of Punta Cancun, Los Cabos and Nuevo Vallarta. 
 
The strategic partnership stipulates that AMResorts will handle brand management, sales and marketing efforts for the three Krystal Grand properties, while Mexican hotelier Grupo Hotelero Santa Fe will continue to operate the resorts. As of July 1, the three will be known under the Reflect Krystal Grand name. The resorts account for 1,329 guest rooms: 295 in Punta Cancun, 554 in Los Cabos and 480 in Nuevo Vallarta
 
Grupo Hotelero Santa Fe hopes to increase international sales to the resorts via the alliance; Apple Leisure Group, of which AMResorts is a division, sells vacation packages to Mexico and the Caribbean from the U.S.
 
"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."
 
Reflect will be a family-friendly, all-inclusive luxury-resort brand that embraces the company's Unlimited Luxury concept. Included in the rate are reservation-free dining at all property restaurants, 24-hour room service and concierge services, unlimited international and domestic spirits, numerous activities and live entertainment nightly. A variety of meeting and event spaces are available at each of the resorts.