Fuerte Group takes its Amàre brand beyond Spain
Following Marbella, Ibiza and Sancti Petri, Amàre Hotels has opened its first property outside Spain.
Located at Playa Langosta in Cancún’s Hotel Zone, the new Amàre Cancún Adults Only All-Inclusive Resort, Curio by Hilton features 429 suites and direct beach access.
The property is owned and operated by Fuerte Group, a Spanish family-owned hotel company, while its affiliation with Curio Collection by Hilton provides access to Hilton’s commercial ecosystem and Hilton Honors loyalty programme.
The opening also represents a first for Hilton: until now, Curio Collection had no property in Cancún.
For Fuerte Group, the objective is to bring the Mediterranean lifestyle positioning developed by Amàre over the past decade to an international market, while adapting it to a tourism destination dominated by large resorts.
A new positioning: adults-only and all-inclusive
With Cancún, Amàre adopts the all-inclusive model for the first time while retaining its adults-only positioning.
The resort combines beachfront accommodation, gastronomy, music, wellness and artistic programming, seeking to differentiate the guest experience beyond the all-inclusive package itself.
The property is located at kilometre 4.5 of Boulevard Kukulcán, close to ferry connections to Isla Mujeres and approximately 30 minutes from Cancún International Airport.
For Santiago Gonzalez, General Manager of Amàre Cancún, the opening marks a new chapter for the brand:
“Amàre Cancún opens a new chapter for Amàre and gives us the opportunity to introduce our approach to hospitality in Mexico, embracing the distinctive energy and culture of Cancún. We want to offer our guests a resort that is both welcoming and relaxing, where gastronomy, wellness, music and special moments come together naturally throughout the day.”
Gastronomy and guest experiences entrusted to specialists
The resort’s programming is based on a principle of curation, with several recognised figures in their respective fields contributing to the design of guest experiences.
On the culinary side, two Michelin-starred chefs are involved in developing the dining concepts.
Mauricio Giovanini, chef of the Messina restaurant in Marbella, brings the HAYACA concept to Cancún, having originally developed it as a pop-up restaurant at Amàre properties in Marbella and Ibiza.
His cuisine combines Latin American and Mediterranean influences, drawing particularly on Mexican, Peruvian, Argentinian and Brazilian traditions.
Jordi Cantó, Michelin-starred chef of Sa Clastra, has designed the culinary offerings for VITA and BLANC, as well as the exclusive menu at LA CAVA.
Paloma Ortiz, a specialist in Mexican cuisine, is supporting the development of the resort’s Mexican culinary offering.
The beverage programme also draws on several experts:
- Diego Cabrera, co-founder of Salmon Guru, has created the cocktail programme.
- Elisa Villarreal, a mezcal ambassador, oversees experiences dedicated to mezcal and tequila.
- Meritxell Falgueras, a fifth-generation sommelier, is responsible for the wine list and tasting experiences.
- Adrián Fernández, Spanish barista champion, has designed the coffee offering at RITUAL.
The music programme is overseen by Anna Tur, an Ibiza-born DJ and producer, while the Amàre Art programme features a rotating selection of contemporary artworks throughout the public areas.
Seven restaurants, two rooftop spaces and a premium offering of 111 suites
The new resort offers seven restaurants, alongside a range of additional dining and bar concepts.
Its principal concepts include HAYACA, VITA, BLANC, SAORI, a Japanese restaurant located on the 29th floor, LA CAVA and MARE NOSTRUM.
The offering also includes two poolside and beachfront dining venues, BREEZE and EMBER.
Some experiences, notably TEPPAN and LA CAVA, are available at an additional charge despite the all-inclusive format.
The resort also features two infinity pools on rooftops offering panoramic 360-degree views, together with several bars and lounges.
The spa, operated under the Germaine de Capuccini brand, includes nine treatment rooms, a hammam, a sauna and a steam room. A 24-hour fitness centre completes the wellness offering.
The One: a premium tier within the resort
One of the project’s distinctive commercial features is The One, designed as an elevated guest experience within the property.
It encompasses 111 suites, including sea-facing accommodation and suites on the upper floors, among them Master Suites and Presidential Suites.
Guests benefit from dedicated services, including VIP welcome arrangements, access to a private lounge, priority reservations at selected restaurants, premium in-suite amenities and exclusive daytime access to part of the rooftop facilities.
This structure allows Amàre to offer different levels of service and pricing within a single resort.
The property also provides more than 930 sq m of indoor and outdoor event space, including a flexible function room, meeting facilities, terraces and rooftop event venues.
Hilton continues to diversify its all-inclusive portfolio
For Hilton, the opening forms part of a strategy to broaden its portfolio of all-inclusive resorts across different customer segments and market positions.
Sylvia Scholey, Vice President and Global Head, All-Inclusive and Resorts at Hilton, highlights this direction:
“As we continue to expand Hilton’s all-inclusive portfolio, from family-friendly resorts to adults-only experiences, and from lifestyle to luxury, Amàre Cancún brings a distinctive offering to the destination, rooted in Mediterranean culture, design and a genuine passion for hospitality.”
Scholey also highlights the resort’s diverse gastronomic offering, wellness facilities and music programming.
Through its integration into Hilton’s network, Amàre Cancún benefits from the group’s booking channels and participates in the Hilton Honors programme.
LTH Analysis | Complementary development strategies for Fuerte Group and Hilton
The opening of Amàre Cancún illustrates the convergence of two complementary strategies.
For Fuerte Group, the objective is to internationalise a lifestyle brand historically established in Spain without compromising its Mediterranean identity.
Affiliation with Curio Collection by Hilton enables the brand to retain that identity while benefiting from an international distribution infrastructure and loyalty programme.
For Hilton, the transaction strengthens its positioning in the all-inclusive resort market, which is particularly well developed in the Caribbean and Mexico.
All-inclusive evolves towards more sophisticated segmentation
The model adopted by Amàre Cancún is not based solely on combining accommodation, dining and leisure activities within a single package price.
The range of experiences developed by specialists, the availability of services charged separately and The One premium offering make it possible to differentiate service levels and generate ancillary revenue.
This approach reflects the evolution of the all-inclusive model towards more segmented offerings, particularly in lifestyle and upscale properties.
An independent brand supported by a major network
Affiliation with Curio Collection represents another strategic element.
For an independent operator seeking international expansion, access to a major group’s commercial channels can improve property visibility and facilitate customer acquisition.
However, the balance depends on preserving the brand’s distinctive character while integrating Hilton’s standards and commercial systems.
With Amàre Cancún, Fuerte Group is testing the ability of its Mediterranean concept to succeed in a highly competitive international market, while Hilton adds a new adults-only lifestyle proposition to its all-inclusive portfolio.
At a Glance
Opening: Amàre Cancún Adults Only All-Inclusive Resort, Curio by Hilton opened on 31 October 2026.
Location: Playa Langosta, Cancún Hotel Zone, Mexico.
Capacity: 429 suites, including 111 suites offering The One premium experience.
Ownership and operation: Fuerte Group, marking its first hotel outside Spain.
Brand milestones: First Amàre property in the Americas, first Amàre all-inclusive resort and first Curio Collection by Hilton property in Cancún.
Facilities: Seven restaurants, two rooftop infinity pools, a nine-treatment-room spa and more than 10,000 sq ft of event space.
