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  >  News   >  AMResorts to open a Breathless Resort in Tulum

AMResorts®, an Apple Leisure Group® (ALG) brand, and Grupo Hotelero Santa Fe, one of the leaders of Mexico’s hotel industry, announced 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.