Now Sapphire Riviera Cancun Opens in Mexico

Second Resort for the Recently Launched Brand; Additional Openings Planned for 2010

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. May 05, 2010

May 4, 2010 - Now Resorts & Spas, the new brand of luxury resorts, is opening its second property since launching in January 2010. The announcement was made by Alex Zozaya, president of AMResorts, provider of sales, marketing and resort brand management services.

With its doors officially open on May 1, 2010 in Mexico's famed Riviera Maya, Now Sapphire Riviera Cancun is the latest addition to the Now Resorts & Spas brand. The Now Resorts & Spas brand is the newest in the AMResorts family of upscale resort brands, which also include Zo?try Wellness & Spa Resorts, Secrets Resorts & Spas and Dreams Resorts & Spas.

According to Zozaya, Now Sapphire Riviera Cancun offers a refreshing and fun atmosphere where singles, couples and families can Live in the Moment. Desirable locations, understated, elegant accommodations with stunning ocean views, and impressive amenities and exhilarating pursuits, create a wondrous place where play and party are just steps from peace and quiet, and every guest is treated to Unlimited Luxury ? where everything is included.

As established by the first Now Resort & Spa, Now Jade Riviera Cancun (formerly Now Riviera Cancun Resort & Spa), each resort will showcase its own identity by using the names of gemstones. Now Sapphire's name was inspired by the gem's many shades of blue. From the deep navy hues of the evening sky to the shimmering light turquoise waters, guests will find themselves embraced in a heaven of blue skies and seas.

While every property will offer a unique flavor, look and experience, overall brand features will be shared. These include: Finely appointed, oversized guest rooms and suites with ocean views and private terraces, wireless internet access, flat screen TVs with surround sound systems, daily refreshed mini bars, 24-hour room and concierge services, multiple gourmet dining offerings and full-service spa and fitness facilities. Wedding services and honeymoon packages also will be available at every resort.

About Now Sapphire Riviera Cancun
Now Sapphire Riviera Cancun basks in the Caribbean sun near the quaint fishing town of Puerto Morelos, Mexico, a short fifteen minute ride from the Cancun International Airport.

Mayan architecture, lush landscaping and resplendent ocean views create the property's unforgettable resort experience. Its oceanfront setting, alongside a collection of pools featuring luxurious Bali beds and oceanfront palapas, treat guests to the ultimate in waterfront relaxation, elegance and tranquility. Room categories include: Junior Suites and Preferred Suites.

Guests also can find a wide range of top-quality culinary experiences within the resort's six a la carte gourmet restaurants. Its seven bars serve a varied selection of premium and local beverages (no reservations or wristbands required). Couples with children will appreciate the resort's signature Explorers' Club, which caters exclusively to younger guests ages 3-12 with dedicated facilities and fully-supervised activities. Daily, teen-focused activities also will be available through the brand's signature program, The Vibe.

For those seeking relaxation, the spa offers a sublime atmosphere combining Thalassotherapy and signature treatments. Private massage and treatment rooms, a hydrotherapy area featuring indoor Jacuzzis and showers, and sauna and steam bath complete the stimulating and peaceful experience. The spa also features a full service salon offering hair treatments, waxing, and manicure and pedicure services. Other resort amenities include:

• Luxurious accommodations, most with ocean views, including 14 bungalows with three floors each, and 496 oversized suites with separate living areas
• Daily refreshed mini-bars
• 24-hour room and concierge services
• Three waterfront pools
• Live evening and professional entertainment
• An array of daytime activities and non-motorized water sports
• Flexible meeting space with individual climate-controlled ballrooms
• Two tennis courts

Currently, AMResorts is working on three new developments under the Now Resorts & Spas brand in destinations including Mexico and Cap Cana, Dominican Republic: Now Amber Puerto Vallarta, Now Cap Cana and Now Preferred Cap Cana.

To learn more about Now Resorts & Spas or to book your next vacation, please visit www.nowresorts.com.

About AMResorts
AMResorts (www.amresorts.com) is the provider of sales, marketing and brand management services to five brands of exclusive resort properties in Mexico, the Dominican Republic and Jamaica: ultra luxurious Zo?try Wellness & Spa Resorts and The Zo?try Collection (www.zoetryresorts.com; 888-4 ZO?TRY); adults-only Secrets Resorts & Spas (www.secretsresorts.com; 866-GO SECRETS), luxurious Dreams Resorts & Spas (www.dreamsresorts.com; 866-2 DREAMS) and stylish Now Resorts & Spas (www.nowresorts.com; 877-577-4UNOW). Zo?try Wellness & Spa Resorts is a member of Leading Small Hotels of the World and Preferred Boutique ™. Secrets, Dreams and Now Resorts & Spas are members of Preferred Hotels? & Resorts. Vacation packages for these resorts are available online, via toll-free brand phone numbers and through leading travel professionals in North America, Mexico, and Europe.

Images, logos, and informational material about all of AMResorts brands and properties are available at www.amresorts.com/media.