Alfar Group’s $260M Investment in New Secrets Hotel

The Alfar Group has officially unveiled its third hotel in Quintana Roo, the Secrets Playa Blanca Costa Mujeres. This new addition required an investment of $260 million and boasts 507 rooms. It is now a part of the Hyatt Inclusive Collection portfolio.

The Alfar Group's dedication to expanding within the state is clear. "Tourism is one of the most significant engines of development and economic growth for our country. In Quintana Roo, this sector is particularly dynamic, thanks to the support of the local government for projects like this. We are committed to continuing our investments in this wonderful state," stated Adolfo Kalach, a representative of the group's Shareholders' Assembly, during the opening ceremony.

Among the attendees were the local Tourism Secretary, Bernardo Cueto, and Gabriel Felip, the President of Latin America and the Caribbean of Hyatt Hotels Corporation. The Alfar Group, which started as a textile company and owns clothing brands Cuidado con el Perro and C&A Mexico, first ventured into the tourism sector in 2004 with a hotel in Punta Maroma. They opened another hotel in Akumal in 2015.

"The land for our new hotel was purchased seven years ago. Since then, we've worked with authorities, operators, environmental specialists, engineers, planners, and architects to bring this resort project to life. We strictly adhered to all permits and licenses obtained from federal, state, and municipal governments," added Kalach.

The financing for the hotel, which falls under the Secrets brand, was provided by BBVA and Santander banks. Kalach expressed his gratitude to the Hyatt team for their guidance and insights into the tourism industry and for welcoming them into the Hyatt Inclusive Collection family.

Gabriel Felip emphasized the incorporation of local materials in the construction and furniture made by regional artisans. This is part of a sustainability strategy that allows guests to relax and enjoy various unique luxury experiences.