Apple Leisure Group opens Europe’s first Secrets-branded resort in Mallorca, Spain
Secrets Mallorca Villamil Resort & Spa underwent a comprehensive, €3.5 million-renovation
Italian model, influencer and wife of the Atlético de Madrid player Álvaro Morata, Alice Campello, served as the inauguration’s master of ceremonies
NEWTOWN SQUARE, Pennsylvania (July 15, 2019) – AMResorts® - an Apple Leisure Group Group® (ALG) brand and one of the industry’s leading sales, marketing and brand managers — in partnership with Hesperia Resorts & Hotels, one of Spain’s top hotel groups, celebrated last Thursday 11th, the official inauguration of Secrets Mallorca Villamil Resort & Spa: the first AMResorts-branded property in Europe.
The ALG Europe team hosted a VIP celebration to commemorate the opening of the five-star, adults-only property, located in Paguera, in the Calvià municipality of Mallorca. Alice Campello—model, influencer, and wife of the Atlético de Madrid player Álvaro Morata—served as the master of ceremonies, with other attendees including Iago Negueruela, Minister of Economic Model, Tourism and Labor of the Balearic Islands; and Alfonso Rodríguez Badal, Mayor of Calvià; in addition to a large swath of Mallorca’s civil society.
As part of a wide-ranging €3.5 million-renovation, the luxury, all-inclusive property now offers 162 rooms and suites, a unique hospitality concept, renewed food and beverage program—including four restaurant and five bar concepts from the brand’s iconic culinary offer—a heated outdoor pool, a gym, a spa, among other luxurious facilities and amenities.
“Opening the first branded property in Europe, under the Secrets Resorts & Spas brand which is strongly positioned in Mexico and the Caribbean, is a key milestone in our European expansion and a decisive pillar of our global business strategy,” said Javier Coll, Executive Vice President and Chief Strategy Officer of ALG.
Javier Águila, President of ALG’s European division stated: “Choosing Mallorca as the base for the first Secrets-branded hotel in Europe, within the framework of our ambitious expansion plan throughout the continent, was not a coincidence. Our company is firmly committed to the Balearic Islands –a strong destination where our corporate headquarters are also located.”
Jordi Ferrer, CEO of Hesperia Hotels & Resorts, stressed that “the inauguration of Secrets Mallorca Villamil Resort & Spa represents an important milestone in the new era for Hesperia, while at the same time reinforces our leisure business with a high-end hotel that will serve as a clear example of the quality tourism options on the island. We are proud to have reached this milestone with exceptional allies like ALG and AMResorts.”
Marketed by AMResorts and under the ownership and management of Hesperia Resorts & Hotels, Secrets Mallorca Villamil Resort & Spa continues ALG’s aggressive European expansion, which began in December 2018 with the acquisition of a majority stake in the Spanish hotel chain Alua Hotels & Resorts.
The new property marks the sixteenth Secrets Resorts & Spa resort, which until now was centered primarily throughout Costa Rica, the Dominican Republic, Jamaica and Mexico. By the end of the year, AMResorts also plans to open the Secrets Lanzarote Resort & Spa, another result of the strategic alliance between ALG and Hesperia Hotels & Resorts.
To learn more about the Apple Leisure Group advantage, please visit www.algdevelopment.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, including: 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®, Sunscape® Resorts & Spas and Alua® Hotels & Resorts; 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.
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’ 65 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 Hesperia Hotels & Resorts
Hesperia is one of the main Spanish hotel groups, with a prominent presence in urban and holiday destinations. It is one of the most experienced and knowledgeable companies in the sector, and has been and owner and operator for 20 years. It currently has 27 hotels, all of them in the 3, 4 and 5.-star sector, with a total of 3,829 rooms located in holiday and urban centers, and a 1,300 workforce. GIHSA's properties are designed to offer its clients contemporary accommodation and a personalized service in big urban and leisure destinations, increasing its resilience to potential decreases in visitor rates. The group is strongly committed to a portfolio of high-quality and diversified assets, both geographically and by type of activity, resulting in balanced revenues, reduced city risk, greater growth opportunities, and less exposure to seasonality.