AMResorts plans to make its mark with Secrets Impression

PUNTA CANA — AMResorts’ introduction of the ultra-luxe Secrets Impression brand extension was a “big step” for the company, said Gonzalo del Peon, AMResorts’ group president for the Americas and global commercial.

During a general session at AMResorts’ Amazing Agent Celebration here, del Peon highlighted this month’s debut of the Secret Impression concept with the opening of the Secrets Impression Moxche Playa Del Carmen in Mexico.

“As we raise the bar on service and quality, we believe this is a big step,” said del Peon, adding that AMResorts expects loyal Secrets guests to show great interest in Secrets Impression.

The 198-room Secrets Impression Moxche is located adjacent to the 485-room Secrets Moxche, which opened in May. Secrets Impression guests are granted free-flow access to the Secrets resort. Both are adults-only properties. 

According to del Peon, the Secrets Impression offshoot was created to offer guests a more boutique experience, with resorts limited to less than 200 guestrooms. 

A Secrets Impression resort is designed to be a standalone property, with investment per key hovering at around $500,000, versus roughly $300,000 per key for the average Secrets resort.

Secrets Impression is also an all-suite concept, with accommodations at the Secrets Impression Moxche ranging in size from nearly 1,000 square feet to more than 6,000 square feet. Butler service is offered across all room categories. 

A second Secrets Impression resort is on track to open on Mexico’s Isla Mujeres in mid-March. It will have 125 guestrooms.

Del Peon highlighted other AMResorts openings, including this month’s opening of the 124-room Zoetry Marigot Bay St. Lucia and the upcoming debut of the 520-room Dreams Flora Resort & Spa in Punta Cana, which will start welcoming guests in mid-February. 

Other AMResorts properties slated to open in the coming year are the Secrets Tulum Resort & Beach Club and Dreams Estrella del Mar Mazatlan Golf & Spa Resort in Mexico; Secrets Tides Punta Cana; and Secrets St. Lucia Resort & Spa.

More than 100 top-selling travel advisors from the U.S. and Canada attended AMResorts’ Amazing Agent Celebration. The event is in its third year.

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