AMResorts sent out a press release with the announcement of the opening this year of two of their brand-resorts: Secrets Resort in Montego Bay, Jamaica. Actually what caught my attention was the announcement of the president of AMResorts saying the company is entering the Aruban market by 2011.
AMResorts is a new company founded in 2001. Secrets-brand, an adult only resort, is currently only active in Mexico and is said to expand with two resorts in Montego Bay, which opens in the last quarter of this year.
Secrets Resort & Spa in Montego Bay features 350-suites. Assuming a building with a similar size for Aruba brings several interesting questions. Where is it going to be build? Palm Beach? Eagle Beach? Or elsewhere? What is going to be build? I highly doubt it will be a new building as that option seems to be a very touchy with locals and – regular – tourists alike. Perhaps they’re going to acquire an existing resort (La Cabana? Holiday Inn?) and transform it into a Secret Resort, just like Riu Palace did when they acquired Aruba Grand in 2007. How about abandoned Bushiri? Or a new building at the southern side of the island in San Nicolas? Lot’s of question at this point.
I haven’t heard anything from the officials side at this point. However, AMResorts unequivocally confirmed the entrance into the local market. To be continued.
Former Aruba tour guide, trying to provide value to Aruba travelers.