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Apple Leisure Group and HOTEL expand partnership with new resort in Tulum, Mexico

Breathless Resorts & Spas brand to enter popular destination

NEWTOWN SQUARE, Pennsylvania and MEXICO CITY (December 11, 2018) – AMResorts®, an Apple Leisure Group® (ALG) brand, and Grupo Hotelero Santa Fe, one of the leaders of Mexico’s hotel industry, announced today a new resort management deal that will bring Breathless® Resorts & Spas to Tulum.

AMResorts will oversee brand management, sales and marketing of the resort, while HOTEL will be responsible for operating the property. ALG is the world’s top seller of vacation packages to Mexico, Dominican Republic and Jamaica, and one of the largest to the Caribbean, from the U.S., moving 2.3 million passengers annually to these regions.

“Our strong relationship with Grupo Hotelero Santa Fe demonstrates ALG is the right resort brand management partner for owners seeking to maximize their investments through our powerful distribution channels,” said Javier Coll, Executive Vice President and Chief Strategy Officer of ALG. “As Tulum welcomed more than 300,000 visitors* this summer alone, we are excited to expand our presence in one of Mexico’s top travel destinations.”

Breathless Tulum Resort & Spa, a Grand Tourism category resort as designated by the Mexican Secretary of Tourism, is slated to open in 2021 and will be comprised of 300 suites offering the brand’s Unlimited-Luxury® vacation concept where everything is included: gourmet dining, 24-hour room and concierge services, an unlimited premium beverage program, daily refreshed mini bar, daytime activities, live nighttime entertainment, included taxes and gratuities, and more – all without wristbands. The property will also boast a stunning beach club that will raise the bar to a new level in the entire region.

“Breathless is the perfect match for Tulum, as it is the first to offer all the services and amenities of a Grand Tourism category property in the area, which will allow more sophisticated travelers to reach this destination,” said Francisco Zinser Cieslik, Executive Vice President of Grupo Hotelero Santa Fe.

The companies first announced their partnership earlier this year, co-branding three resorts in Punta Cancun, Los Cabos and Nuevo Vallarta under AMResorts’ new brand, Reflect® Resorts & Spas and Krystal Grand®.

AMResorts is a resort brand management company with 54 resorts in its current portfolio, plus 10,000 rooms under development. The brand is a recognized leader in the luxury all-inclusive sector, possessing a global sales, marketing and brand management platform, and a portfolio of over 20,000 rooms under several award-winning brands in Mexico, the Caribbean and Central America.

This development is aligned with Grupo Hotelero Santa Fe’s diversification strategy which contemplates growth in the resort segment with partners. With this deal, Group Hotelero Santa Fe’s portfolio will reach 28 hotels and 6,932 rooms in 18 cities across Mexico, including hotels currently in construction or expansion.

*Riviera Maya News Reports

About HOTEL HOTEL is a leading company in the Mexican hotel industry, focused on acquisitions, use conversions, development and operation of its own hotels as well as third party-owned hotels. The Company focuses on strategic hotel location and quality, a unique hotel management model, strict expense 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 Ps. 1,581 million. For more information, please visit gsf-hotels.com.

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 brands across five segments, comprising: the largest seller of vacation packages and charter flights in the U.S. for travel to Mexico and the Caribbean, moving approximately 3.2 million passengers annually through the well-established vacation brands Apple Vacations ®, BeachBound®, Funway Holidays®, Travel Impressions®, CheapCaribbean.com®,, 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®, Reflect Resorts & Spas®, and Sunscape® Resorts & Spas; best-in-class destination management services provided by Amstar DMC and Worldstar®, the exclusive 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, visit appleleisuregroup.com.

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’ 54 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 (zoetryresorts.com; 1-888-4-ZOËTRY); adults-only Secrets Resorts & Spas (secretsresorts.com; 1-866-GO SECRETS); high-energy Breathless Resorts & Spas (breathlessresorts.com; 1-855-65-BREATHE); family-friendly Dreams Resorts & Spas (dreamsresorts.com; 1-866-2-DREAMS); vibrant Now Resorts & Spas (nowresorts.com; 1-877-NOW-9953); spirited Reflect Resorts & Spas (reflectresorts.com; 1-855-4REFLECT); and fun-filled Sunscape Resorts & Spas (sunscaperesorts.com; 1-866-SUNSCAPE). Images, logos and informational material about the AMResorts Collection of brands and properties are available at amresorts.com/mediasite/media.