MEXICO CITY, June 06, 2018 — Grupo Hotelero Santa Fe, S.A.B. Of C.V. (BMV:HOTEL) ("HOTEL" or "the Company"), one of the leading companies in the hotel industry in Mexico, announces the signing of a strategic alliance with AMResorts. With this strategic alliance, a co-branding will be implemented between Reflect® Resorts & Spas brand and Krystal Grand® brand for the hotels in Punta Cancun, Los Cabos and Nuevo Vallarta that altogether, represent 1,329 rooms. With this alliance we expect to significantly increase sales of our three hotels, in addition to the opportunity to expand this partnership to more properties. This strategic alliance begins on July 1st, 2018.
Through this strategic alliance with HOTEL, AMResorts will be responsible for the commercialization, sales and marketing of the properties, which will give the Company higher growth on international sales, and therefore, a higher dollar-denominated sales percentage, as well as better customer acquisition thanks to Apple Leisure Group’s distribution network, the largest global operator for leisure travel to Mexico, the Dominican Republic and one of the largest to the Caribbean. HOTEL maintains property of the Hotels and will continue operating them.
The signing of this strategic alliance will give us access to more direct, diversified and profitable distribution channels. This, combined with our proven capability as the best hotel operator in Mexico, will optimize the results of these properties. Currently HOTEL has 6,295 rooms in 25 hotels in 15 cities in Mexico including hotels in construction.
AMResorts is a company of Apple Leisure Group, and a leading hotel brand management company of resorts in Mexico and the Caribbean, with a solid global sales, marketing and distribution structure. Currently, AMResorts has an inventory of over 19,000 rooms and specializes in the luxury all-inclusive vacation segment. Apple Leisure Group is a leading North American leisure travel company, with the only vertically integrated business model, serving travelers and destinations around the world.