AMResorts, provider of sales, marketing and brand management services for Zoëtry Wellness & Spa Resorts, and Secrets, Dreams, Now, Sunscape and Breathless Resorts & Spas, reports a 21% revenue growth in 2012. According to company President, Gonzalo del Peon, a combination of factors played an important role in the success: Aggressive expansion, introduction of innovative amenities, and strategic partnerships.
Significant growth is expected to continue in 2013, spurred by Bain Capital’s recent equity investment in the company. “The global private investment firm’s injection of capital brings important new resources to fund AMResorts’ market expansion, portfolio growth, technological advancements and personnel acquisitions,” added del Peon.
AMResorts currently represents 32 properties and nearly 12,000 rooms in 11 destinations throughout Mexico, Jamaica, Curaçao and the Dominican Republic. The company’s future plans include the opening of Now Onyx Punta Cana and Secrets Puerto Los Cabos, as well as entry into new destinations with the opening of Dreams Las Mareas, located in Costa Rica. Additional openings include Now Pearl Puerto Vallarta, Dreams Playa Mujeres and Secrets Akumal Riviera Maya.
“AMResorts is entering its next phase of growth in the hospitality market with a clear vision to further the success of the last 11 years,” said Alex Zozaya, CEO of Apple Leisure Group. “Adding more desirable destinations like Costa Rica, and looking for opportunities to develop new brands will be important in retaining brand loyalists and capturing new audiences.”
2012 in Review Highlights:
• Property Openings:
o Five resort openings: Secrets Vallarta Bay and Now Amber Puerto Vallarta (April); Secrets The Vine Cancun (August); Sunscape Curaçao; and Secrets Aura Cozumel (December)
o Entry into new destinations: Curaçao and Cozumel
• New Brand Announcement:
o Breathless Resorts & Spas was introduced. The brand, a seductive spin on adults-only Secrets Resorts & Spas, is scheduled to open its first two properties by 2015
• New Guest Amenities
o The company rolled out the second phase of the Unlimited Connectivity® app program – an innovative, free and easy-to use mobile app that allows guests to access free wi-fi, call home, make resort service reservations and more
The app is currently available at Secrets The Vine Cancun, Secrets Capri Riviera Cancun, Secrets Maroma Beach Riviera Cancun, Secrets Vallarta Bay Puerto Vallarta, Dreams Puerto Aventuras and Now Amber Puerto Vallarta
• Strategic Partnerships
o AMResorts entered a partnership with tennis pro and 11-time Grand Slam champion Rafael Nadal, assuming sales, marketing and management duties of his two resorts in Cozumel. The resorts have been renovated and re-branded as Secrets Aura Cozumel and Sunscape Sabor Cozumel
• Reservation System Upgrades
o The company switched its booking engine for the United States and Canada to Vertical Booking
Looking Forward in 2013
• Property Openings:
o AMResorts is slated to open two new build properties in 2013: Now Onyx Punta Cana and Secrets Puerto Los Cabos
• New Offerings: Noteworthy 2013 projects include:
o New branding campaign for Now Resorts & Spas brand
o Final phase of Unlimited Connectivity® implementation
o Launch of new booking engines in Brazil and Colombia
• Revenue Management
o Launch of Easy Revenue Management Solutions (EzRMS) revenue management software
AMResorts is the provider of sales, marketing and brand management services to six individually unique concept resort brands with 32 properties throughout Mexico, Jamaica, Curaçao and the Dominican Republic, where everything is included: luxurious and boutique Zoëtry® Wellness & Spa Resorts (www.zoetryresorts.com
; 1-888-4-ZOËTRY); adults-only Secrets® Resorts & Spas (www.secretsresorts.com
; 1-866-GO SECRETS); family friendly Dreams® Resorts & Spas (www.dreamsresorts.com
; 1-866-2-DREAMS); vibrant Now® Resorts & Spas (www.nowresorts.com
; 1-877-NOW-9953) and fun-filled Sunscape® Resorts & Spas (www.sunscaperesorts.com
; 1-866-SUNSCAPE), and recently launched Breathless Resorts & Spas.
AAA Five Diamond designated Zoëtry Paraiso de la Bonita Riviera Maya and Secrets Marquis Los Cabos are members of Leading Hotels of the World.