Javier Coll is Executive Vice President and Chief Strategy Officer of Apple Leisure Group®, Co-founder of the group’s luxury resort brand management company, AMResorts®, and its elite benefits program, Unlimited Vacation Club® (UVC). Javier has played a pivotal role in the development of both businesses and is also responsible for ALG business operations in Europe.
The multidisciplinary executive applies more than 25 years of international hospitality operations and finance experience to skillfully direct the group’s growth, development, mergers and acquisitions. Under Javier’s leadership, AMResorts has become the largest Resort Brand Management company in Mexico and the Caribbean.
Since the inception of AMResorts in 2001 and prior to his appointment as Executive Vice President & Chief Strategy Officer of Apple Leisure Group, Javier held diverse leadership roles in AMResorts, including Chief Financial Officer and Chief Operating Officer, and was directly involved in negotiating contracts, analyzing and selecting existing hotels for rebranding, plus supervising the development and construction of new hotels. While defining the signature attributes of AMResorts’ six luxurious brands, Javier also developed and implemented new operating procedures for each brand’s finance, administration, auditing, IT and legal departments. Javier has been responsible and instrumental in developing strategies that would expand AMResorts’ world-class portfolio. Before joining AMResorts, Javier was the Deputy Managing Director of MAC Hotels, based in Palma de Mallorca, where he oversaw sales, marketing, operations and administration for the hotel chain. Javier was also Head of International Development (Spain), Managing Director (USA), and Director of Administration for Spain’s Barceló Group. He began his career as an economist, developing viability studies of the transition from traditional European-plan hotels to the all-inclusive format.
Originally from Palma de Mallorca, Spain, Javier is a Wharton GMP Graduate from the University of Pennsylvania. He has an M.B.A. with specialty in Taxation and he graduated in Economics with a major in Marketing from the University of Barcelona, Spain.