AMResorts has officially unveiled its newest brand, Reflect Resorts & Spas.
Reflect becomes the seventh brand in the portfolio and is the result of a co-branding partnership with hotelier Grupo Santa Fe.
Three hotels formerly operating under the Krystal Grand brand are now open under the Reflect Resorts & Spas flag.
It celebrated the launch of Reflect Krystal Grand Cancun at the recent Cancun Travel Mart.
The three resorts have a combined 1,329 rooms and include properties in Los Cabos and Nuevo Vallarta as well as Cancun.
Grupo Santa Fe will continue to own and operate the hotels, while AMResorts is responsible for brand management, sales and marketing.
Reflect Resorts & Spas is positioning itself as a family-friendly brand with the tagline ‘vibrant vacations for the spirited traveler.’
It will operate the unlimited-luxury model offering unlimited beverages, 24-hour room and concierge services and inclusive taxes and gratuities.