AMResorts' family-friendly Reflect Resorts & Spas all-inclusive concepts are being phased out. The Reflect brand has already been retired, with those properties no longer part of the AMResorts stable.
Apple Leisure Group subsidiary AMResorts has signed an agreement with the Mexico-based Grupo Hotelero Sante Fe on a strategic alliance that will see the debut of a new brand, Reflect Resorts and Spas.
Reflect will co-brand three resorts in Punta Cancun, Los Cabos and Nuevo Vallarta, all with Grupo Hotelero Sante Fe's Krystal brand, meaning a trio of "Reflect Krystal Grand" resorts.
The new Reflect brand is a "family-friendly luxury resort brand," according to the company. Reflect properties will offer all of the company's signature "Unlimited Luxury" concepts, from reservation-free dining to 24-hour room service and unlimited beverages.
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