AMResorts was founded in 2001 by president Alex Zozaya, and the
company had six hotels by 2003. As of this year, they have 10
different properties in operation.
Q: Can you give us an update on the current developments at
AMResorts?
A: In addition to 350 new rooms and 250 new suites to be
completed this year, nine projects are currently under way [as of
press time]. Three of these are opening under the Secrets brand.
Dreams Riviera Cancun, which has 485 suites, will open in June
2007, along with two others north of Cancun in November 2008. Our
first two properties in Jamaica, the Montego Bay Secrets, each with
350 suites, will open at the end of 2008. That leaves us with two:
one Secrets and one Dreams in Puerto Rico to be opened in 2008 and
2009. So our hotel number will double within the next two
years.
Q: Do you have a long-term goal?
A: Right now, we’re aiming to have 30 hotels by 2010 ... So far
we’ve been focusing on the U.S. market that’s been the key to our
success. But when you’re talking luxury, it’s an easier concept to
export to the rest of the world. I can see Secrets and Dreams in
places like the Seychelles, French Polynesia, Northern
Africa....
Q: Do you have any upcoming fams for agents?
A: We have fam trips scheduled next year. We expect to fly down
about 500 agents right after Easter, because between then and
summer, it will be a better time to see the new product.
Q: Have you made any changes to your marketing image?
A: We’re not called all-inclusive anymore, we’re now called
“unlimited luxury” it’s actually part of our trademark. We’re using
this slogan to better define what we are.
Q: Where is Sunscape headed?
A: Sunscape’s future continues to grow. We aim for a resort that
will also be a theme park. We have a prospect for an 1,100-room
Sunscape in the Riviera Maya. We also have opportunities to convert
some great independent properties that aren’t doing so well on
their own. We’re very excited for what’s ahead.
