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.
“The Caribbean region remains a main focus of expansion for ALG and we are thrilled to be adding the destination of Aruba to our growing branded portfolio,” said Javier Coll, Executive Vice President and Chief Strategy Officer of ALG. “The island continues to be in high demand, with over one million yearly visitors and the recent emergence of a major luxury eco-tourism market. These factors, along with the Caribbean’s overall forward momentum, give us great confidence in the short and long-term potential of the destination.”
The adults-only resort will offer the brand’s signature Unlimited-Luxury® vacation concept, which covers all on-site dining and service options, including reservation-free gourmet a la carte dining offerings, 24-hour room and concierge services, an unlimited premium beverage program, daily refreshed mini bar, daytime activities and live nighttime entertainment all without wristbands.
This is the latest milestone in a marquee year for ALG, one of North America’s leading travel, leisure and hospitality management groups. The company, through AMResorts®, is preparing for the opening of two new Caribbean properties in the coming months, with the debut of Dreams Curaçao Resort, Spa & Casino, and Secrets St. Martin Resort & Spa.
Recognized as a leader in the luxury all-inclusive sector, AMResorts® currently boosts 66 branded resorts in its portfolio with nearly 9,000 rooms under development. The company possesses industry leading global sales, marketing and brand management platform, and almost 24,000 rooms under several award-winning brands in Mexico, the Caribbean, Central America and Spain.