PALMA DE MALLORCA — A former senior executive at Melia Hotels International has joined the ranks at Apple Leisure Group (ALG) to lead the company’s European division.

Jordi de las Moras, ALG’s new Managing Director of its Europe resort segment, is now tasked with overseeing the Group’s Europe ventures, which include the launch of AMResorts’ award-winning brands, Secrets Resorts & Spas and Dreams Resorts & Spas, in the region, beginning in Spain. The company also announced the creation of Amigo Hotels & Resorts, a new three-star, all-inclusive resort brand that caters to families and couples.

De las Moras will directly report to Javier Coll, Executive Vice President and Chief Strategy Officer of ALG.

“Europe is an integral part of our global expansion strategy, and we have now positioned ourselves to properly capitalize on the market,” said Coll. “Jordi brings more than two decades of hospitality industry expertise in the market, and will be instrumental in introducing AMResorts’ innovative approach to the all-inclusive resort experience in Europe.”

De las Moras joins ALG from Valtur Milan, where he held the positions of Chief Commercial Officer and Chief Marketing Officer and helped transform the traditional tour operator into a hotel chain with 15 properties across Italy and Croatia. Prior to his role at Valtur Milan, he spent 17 years with Melia Hotels International where he held several positions, including Commercial Director for Spain’s leisure hotels in the Spanish coast, Balearic and Canary Islands, and Senior Sales and Contracting Director Leisure for Global Europe and Russia.