PHILADELPHIA—Apple Leisure Group’s subsidiary, AMResorts, has added Dreams Sugar Bay St. Thomas Resort & Spa to its resort brand management portfolio starting July 1.
This is the fourth deal closed by the leading hospitality company in 2014, which has grown 20% in the past year. The contract also brings AMResorts, Dreams Resorts & Spas, to St. Thomas for the first time.
“AMResorts has enjoyed continued success and strong performance in Mexico, the Dominican Republic, Jamaica and Curacao over the last 13 years,” said Alex Zozaya, CEO for Apple Leisure Group. “Given our longtime presence within the region through our distribution subsidiaries, it made good business sense to expand our resort footprint in the English Caribbean.”
AMResorts will assume operations of the 294-room Sugar Bay Resort & Spa on July 1, 2014, at which point the resort will begin renovations to bring the property to brand standards. The project includes upgrading all guestrooms, with 100 rooms updated to Preferred Club level. Official rebranding to Dreams Sugar Bay St. Thomas Resort & Spa will take place in November 2014, making it the 12th property for the Dreams Resorts & Spas brand.
“In terms of location, Sugar Bay has the right mix of beauty and desirability for U.S. travelers our largest guest population,” said Javier Coll, EVP and chief strategy officer of Apple Leisure Group. “That, combined with our powerful distribution network, is a recipe for success in this market.”