Internationalization of the Hotel Industry
Spanish hotel group Fuerte Group Hotels and multinational Hilton have signed an agreement to convert the Amàre Cancún resort, which will operate under the Curio Collection by Hilton brand from October 31, 2026. This strategic alliance marks the international debut of the Amàre brand outside of Spain and strengthens Hilton's luxury offering in the Mexican Caribbean.
The Spanish hotel chain Fuerte Group Hotels and the US giant Hilton They announce a strategic alliance for the conversion of the resort. Amàre Cancún Adults Only All-Inclusive Resort, which will be integrated into Curio Collection by Hilton on October 31, 2026, marking a milestone in the internationalization of the Andalusian group.
This agreement, announced in Cancún (México), formalizes the establishment's entry into the portfolio of Hiltonexpanding its all-inclusive resort offering in one of the most important markets of América LatinaThe hotel, owned by Fuerte Group Hotels and operated by the same company, will benefit from the brand's global reach Curio Collection, designed for hotels with a unique and distinctive character.
"To ally with Hilton "This marks a new and exciting chapter for us," he declared. Javier LuqueCEO Fuerte Group Hotels. "With Amàre CancúnThe first hotel managed under our own brands internationally, we are introducing a distinctive adults-only all-inclusive resort experience in the destination, combining the vibrant spirit of México with sophisticated design, exceptional cuisine, and wellness experiences inspired by the Mediterranean lifestyle."
For its part, Pablo MaturanaVice President of Development, Architecture, Design and Construction for the Caribe y América Latina de Hilton, has underlined the strategic importance of the agreement: "This signing reflects the strength of the growth strategy of Hilton en México and our focus on expanding into high-demand tourist destinations. With Amàre CancúnWe are adding a distinctive all-inclusive, adults-only resort to our portfolio, while also marking the beginning of our relationship with Fuerte Group Hotels».
This is what the new Amàre Cancún, Curio Collection by Hilton will look like.
El Amàre Cancún Adults Only All-Inclusive Resort, Curio Collection by HiltonIt will feature 429 rooms and suites distributed across two adjacent towers, one with 20 floors and the other with 6, both with rooftop pools. Located in a prime beachfront area on the iconic Boulevard Kukulcán de CancúnLocated just 24 kilometers from the International Airport, the resort benefits from a protected bay that maintains the quality of the beach and the clarity of its waters.
The facilities will also include 926 square meters of meeting and event space, a gym, a spa with nine treatment rooms, and a beauty salon with a bridal suite. The all-inclusive dining options will feature nine bars, nine restaurants, and a café, in addition to three outdoor swimming pools.
The 'Cosmediterranean' concept lands in the Caribbean
The resort's value proposition focuses on lifestyle "Cosmediterranean" (cosmopolitan and Mediterranean), a hallmark of the brand Amàre HotelsThis concept will be realized through select experiences, such as sunrise rituals, wellness programs, and sophisticated entertainment with resident DJs and live artists. In addition, the hotel will feature an immersive art experience with exhibitions by contemporary Mexican and Latin American artists.
Gastronomy will play a fundamental role, with concepts developed in collaboration with star-awarded chefs. Michelin, fusing Mediterranean techniques with ingredients and flavors from México y Latinoamérica.
An alliance that drives global expansion
This operation represents a key step in the evolution of Fuerte Group Hotelswhich has transitioned from being a developer and investor to establishing itself as an international hotel operator with its own brand. Although this is its first hotel operated under its own brand outside of EspañaThe group's international experience dates back to 2004 through its subsidiary We Project, with developments in Jamaica, México y República Dominicana.
To Hilton, the incorporation of Amàre Cancún strengthens its presence in Méxicowhere it already has more than 100 operating hotels and nearly 50 more under development. The brand Curio Collection by HiltonWith 25 properties in the region, it plans to double its presence in the coming years, consolidating the group's commitment to the luxury and lifestyle segments.
| Brand | Destination | Hotel | Rooms |
|---|---|---|---|
| El Fuerte | Marbella | El Fuerte Marbella (1957, 2022) | 266 |
| Amàre Hotels | Marbella | Amàre Marbella (2015) | 236 |
| Ibiza | Amàre Ibiza (2018) | 366 | |
| Sancti Petri (Cádiz) | Amàre Sancti Petri (2026) | 351 | |
| Cancún (México) | Amàre Cancún Curio By Hilton | 429 | |
| Fuerte Hoteles | Conil (Cádiz) | Fuerte Conil-Resort (1999) | 532 |
| Grazalema (Cádiz) | Fuerte Grazalema (2002) | 77 | |
| El Rompido (Huelva) | Fuerte El Rompido (2005) | 299 | |
| Daia Slow Beach | Conil (Cádiz) | Daia Conil (2024) | 267 |
| Olée Holiday Rentals | Nerja (Málaga) | Olée Nerja (2008) | 82 |
| Torrox (Málaga) | Olée Torrox (2021) | 80 |
Key points and frequently asked questions about the Hilton-Fuerte Group alliance in Cancun
What does this operation mean for the internationalization of Spanish hotel companies?
This agreement is a success story that illustrates an effective international expansion model for Spanish hotel chains. It demonstrates how a regional brand with a solid product concept, such as Amàre and its "Cos-Mediterranean" style can leverage the structure of a global giant like Hilton to access strategic markets, minimizing risks and maximizing global visibility.
What impact does the Curio Collection by Hilton brand have on a resort?
Integrate into Curio Collection by Hilton It allows an independent hotel to maintain its unique identity and character, while benefiting from the powerful distribution, marketing, and sales machinery of HiltonFor managers, this translates into immediate access to the loyalty program. Hilton Honorswith more than 250 million members, which boosts occupancy rates and positioning in the luxury segment.
Why is the Cancun market strategic for luxury hotel chains?
Cancún It is a world-class destination for high-end tourism. Its connectivity through the International Airport of CancúnIts strong appeal to the North American and European markets, and its consolidated infrastructure for the segment all inclusive Its luxury status makes it a key location for any hotel chain with global ambitions. Consistent demand and high spending per tourist guarantee a robust business environment.
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