AMResorts recently launched a new hotel brand that will kick off with roughly 1,400 rooms spread across Cancun, Los Cabos and Nuevo Vallarta, Mexico.

The new Reflect Resorts & Spas brand, which is now the seventh hotel brand in AMResorts’ portfolio, was officially introduced as part of the recently-concluded Cancun Travel Mart.

At that event, AMResorts and its partner Grupo Hotelero Santa Fe, a popular Mexico hotel company, officially launched the brand’s first hotel, Reflect Krystal Grand Cancun.

Under the co-branded partnership model, AMResorts is responsible, through its new Reflect Resorts & Spas brand, for brand management, sales and marketing of three Grupo Santa Fe resorts in Cancun, Los Cabos and Nuevo Vallarta.

The three properties were managed under the Krystal Grand brand until June 30. Grupo Hotelero Santa Fe maintains ownership and operational control of the resorts.

Now operating under the Reflect Resorts & Spas brand, these three resorts have 1,329 rooms. AMResorts' other hotel brands include Zoetry Wellness & Spa Resorts, Secrets, Breathless, Dreams, Now and Sunscape Resorts & Spas.