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Press Releases

Keep up with our latest news, including special promotions, new locations and more.

AMResorts® Introduces CleanComplete+ to Provide Onsite Testing, Extended Stay Accommodations, and Increased Booking Flexibility

All-Inclusive Resort Brand Management Company Expands Safety and Hygiene Program with New Services to Strengthen Guest Commitment and Confidence

NEWTOWN SQUARE, PA. (Jan. 14, 2021) — AMResorts®,an Apple Leisure Group company, announced the expansion of the 360-degree quality, safety and hygiene program CleanComplete Verification™, with the introduction of CleanComplete+ to offer COVID-19 antigen testing on-property and extended quarantine stay coverage, if needed, at no cost to guests traveling to the U.S. These new travel services support guest health, wellbeing, and peace of mind during vacation to meet CDC U.S. travel requirements.


AMResorts® Introduces Weekly Virtual Vacation Series with Opportunities to Turn Resort-Like Experiences into Reality

Live Entertainment, Trip Giveaways and a Suite of Resort-Inspired Content Inspire that ‘Vacation Feeling’ at Home

NEWTON SQUARE, PA (April 27, 2020) – AMResorts®, an Apple Leisure Group company, launched an exclusive Virtual Vacation Series to help bring positivity and vacation vibes to those dreaming of their next escape. With weekly themes drawing from resort brand experiences and vacation styles, participants have the chance to win luxury three-night vacations to AMResorts® branded properties.


Apple Leisure Group Celebrates Groundbreaking of Two Resorts in Dominican Republic

The Group Continues to Bolster its Presence in the Country, with the First Dreams and Secrets-Branded Properties located in Miches

NEWTOWN SQUARE, PA (February 5, 2020) — – Executives from AMResorts®, an Apple Leisure Group® (ALG) company, today celebrated the start of construction on two new all-inclusive resorts in Miches, a secluded area in the northeast coast of the Dominican Republic, during a groundbreaking ceremony attended by prominent government officials and local stakeholders. Two of the 18 management deals secured by ALG in 2019, Secrets® Playa Esmeralda Punta Cana and Dreams® Playa Esmeralda Punta Cana are the first AMResorts-branded properties in this region of the country, and bring total number of properties in the Caribbean to 20. During the last decade, AMResorts has increased its branded room inventory by nearly 300% and closed 2019 with over 24,000 rooms.


AMResorts® Expands to Aruba with new Secrets® Baby Beach Resort & Spa

Newtown Square, PA (November, 13 2019) — AMResorts®, an Apple Leisure Group® (ALG) company, has locked in a new resort brand management deal in the island nation of Aruba. The agreement will bring the first Secrets® Resorts & Spa-branded property to the island, with the 600-key Secrets Baby Beach Aruba situated alongside Baby Beach, a popular white sand-lagoon in the Southern part of Aruba, close to San Nicolas. Completion is currently slated for the fourth quarter of 2021.


AMResorts® Launches New Secrets® Resorts & Spas TV Campaign “LOVE. UNLIMITED.”

New Integrated Campaign Focused on Storytelling for Romance & Luxury Travelr

PHILADELPHIA (October 9, 2019) –Adults-only Secrets® Resorts and Spas announces that the brand has launched its all new TV, digital and integrated campaign titled “LOVE. UNLIMITED.” The 30 and 15-second spots are designed to highlight the romantic and elevated luxurious vacation that couples experience across the brand’s 16 resorts in Mexico, the Caribbean and Central America. All formats of the ad have launched in designated U.S. markets with the goal of increasing brand awareness and bookings among the target audience.

The cinematic approach places an emphasis on strategic storytelling supported by rich scenes, well-placed dialogue, remarkable visuals and attention-grabbing music to transport viewers from scene to scene.

“We are excited to share this new and captivating concept to reinforce the Secrets Resorts & Spas brand’s elevated adults-only, Unlimited-Luxury® vacation experience. The campaign will support brand awareness, emphasize engagement and grow demand for our partners,” stated Erica Doyne, Senior Vice President of Marketing.

Mustache, the creative team behind the campaign, created this spot not just to be more visually striking than typical resort spots, but also to tell an engaging story that is entertaining in a short window of time.

John Limotte, CEO and Executive Creative Director of Mustache, a part of Cognizant Interactive, shared, “in what is considerably a mini-movie, the team created a narrative where each scene between the two main characters is engaging and charged. The spot focuses on the idea of two people falling in love for what feels like the first time in a perfect world of unlimited luxuries and amenities. Their continuous subtle encounters and beautifully shot scenes leave viewers wondering what their own next romantic getaway may be.”

The integrated campaign will be leveraged across digital platforms, on broadcast TV, through public relations and on-property activations, and will be amplified with industry partners and the travel agent community through partnerships, promotions and incentives. A 90-second spot will also be available on the campaign landing page on SecretsResorts.com to offer a deeper look into the creative and narrative

Guests who book their luxurious Secrets Resorts & Spas vacation now through April 30, 2020, for travel through December 21, 2020, will receive up to 40% savings. Additionally, a special package has been curated where guests may add-on the following services:*

  • Soothing Couples Massage
  • Mimosa Breakfast in Bed
  • In-Room Welcome Gift

For more information and to watch the new commercial including the full-length feature version, visit info.secretsresorts.com/love-unlimited. *Add-on package cost $199

Following the 2018 kick-off, ALG continues to strengthen its European presence, celebrating the grand opening of Secrets® Mallorca Villamil Resort & Spa, AMResorts’ first Secrets-branded property in Spain.

About AMResorts®
AMResorts® collectively provide sales, marketing and brand management services to eight individually unique resort brands including Zoëtry® Wellness & Spa Resorts, Secrets®, Breathless®, Dreams®, Now®, Reflect® and Sunscape® Resorts & Spas, and Alua® Hotels ® Resorts. The AMResorts® Collection of Brands is continuously raising the all-inclusive concept to a new level of luxury with its signature Endless Privileges®, Unlimited-Luxury®, and Unlimited-Fun® programs. Located throughout Mexico, Jamaica, Curacao, Dominican Republic, Costa Rica, Panama, and Spain, AMResorts’ 66 award-winning properties treat every guest to premium accommodations, desirable locations and extraordinary inclusions. The brands in the collection include: Zoëtry Wellness & Spa Resorts (zoetryresorts.com; 1-888-4-ZOËTRY); Secrets Resorts & Spas (secretsresorts.com; 1-866-GO SECRETS); Breathless Resorts & Spas (breathlessresorts.com; 1-855-65-BREATHE); Dreams Resorts & Spas (dreamsresorts.com; 1-866-2-DREAMS); Now Resorts & Spas (nowresorts.com; 1-877-NOW-9953); Reflect Resorts & Spas (reflectresorts.com; 1-855-4REFLECT), Sunscape Resorts & Spas (sunscaperesorts.com; 1-866-SUNSCAPE) and Alua Hotels & Resorts (aluahotels.com). Images, logos and informational material about the AMResorts® Collection of Brands and properties are available at amresorts.com/mediasite/media.

About Mustache Mustache, a part of Cognizant Interactive, is a creative content agency based in Brooklyn, New York. https://www.mustacheagency.com/ Images, logos and informational material about AMResorts® branded properties is available at http://www.amresorts.com/mediasite/media/.

Apple Leisure Group strengthens Caribbean presence with new resort management deal in Curacao

Group announces first Dreams® Resorts & Spas property in the island of Curacao

NEWTOWN SQUARE, PA. – (May 13, 2019) — AMResorts®, an Apple Leisure Group® (ALG) related brand, today announced a new resort management deal bringing the lauded Dreams® Resorts & Spas brand to the island nation of Curacao. The property, owned by Lionstone Development and formerly known as Hilton Curacao, will undergo a $15-millionrenovation before re-opening in December 2019 as Dreams Curacao Resort, Spa & Casino.


Erica Doyne of AMResorts Named Among Top Minds in Travel by HSMAI

Doyne honored among an impressive class of sales, marketing and revenue optimization leaders in the hospitality industry

NEWTOWN SQUARE, PA. – December 5, 2018 — Erica Doyne, Vice President of Marketing for AMResorts, was selected as one of the Top 25 Minds in Sales, Marketing and Revenue Optimization by the Hospitality Sales and Marketing Association International (HSMAI). She will receive her recognition at the organization’s 62nd Annual Adrian Awards Gala on January 22, 2019 in New York City, the largest and most prestigious travel marketing competition in the world.


AMResorts Hosts Fourth Annual TIME Conference with Tourism Leaders and Professionals at Secrets Playa Mujeres Golf & Spa Resort

The Incentives & Meetings Expo (TIME) welcomed MICE segment professionals from the U.S.,Canada and Mexico for educational sessions and insights from AMResorts’ seven resort brands and a keynote address from Mexico’s Secretary of Tourism Enrique de la Madrid

NEWTOWN SQUARE, PA. – November 15, 2018 — AMResorts®, an Apple Leisure Group® (ALG) company, welcomed more than 125 travel industry insiders and corporate meeting and incentive planners at The Incentives & Meetings Expo (TIME) from Nov. 8-11, 2018, hosted at Secrets Playa Mujeres Golf & Spa Resort by the AMResorts Meetings & Incentives team and Amstar DMC. During the conference, more than $7.5 million in business meetings and conventions through 2021 were negotiated, with Mexico being a preferred destination, and totaling a potential global impact of $159 million.


AMResorts introduces its newest brand, Reflect Resorts & Spas, and its alliance with Grupo Hotelero Santa Fe

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.


AMResorts Says No to Straws

AMResorts offers straw-free resort experience as part of its ongoing commitment to the environment

NEWTOWN SQUARE, PA. – August 28, 2018 — – AMResorts®, an Apple Leisure Group (ALG) company, is completely eliminating the use of plastic straws across its seven luxury resort brands, as part of its continued responsible travel efforts.