Javier Coll, Executive Vice President and Chief Strategy Officer

Javier Coll is Executive Vice President and Chief Strategy Officer of Apple Leisure Group®. In his role, 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.

Prior to Javier’s appointment as Executive Vice President & CSO, he played a pivotal role in the development of Apple Leisure Group’s luxury resort management company, AMResorts®. Since the company’s 2001 inception, Javier was instrumental in developing financial strategies that would expand AMResorts’ world-class portfolio.

While occupying various leadership roles in AMResorts, including Chief Financial Officer and Chief Operating Officer, Javier 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.

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 graduated from Universitat de les Illes Balears with a B.A. in Marketing & International Taxation and received an M.B.A. in Business Administration/Economics from Universitat de Barcelona.

Recent Articles


FEB 26, 2021 | Javier Coll

How Technology Will Help To Create A Safer Travel Experience

Apple Leisure Group (ALG) is dedicated to applying lessons learned during the global pandemic to deliver an even healthier and safer travel experience for our guests in a post-pandemic world. As North America’s largest provider of charter flights and seller of vacation packages to Mexico, Dominican Republic, Jamaica, and the Caribbean, we are well-positioned to support the holistic recovery of our industry.

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Resort Development

JUN 27, 2019 | Javier Coll

What Is Key Money Really Worth?

For many resort and hotel owners, especially those working feverishly to launch a new property, the prospect of receiving an up-front incentive payment from a branded operator often seems too good to pass up.  Unfortunately, the financial promise implied by key money is also usually too good to be true.

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Resort Development

JUN 19, 2019 | Javier Coll

Sourcing Capital in the Caribbean

The Caribbean is ripe with opportunity for hotel development after a steady recovery following the 2017 hurricane season, with banks, private equity firms and non-bank lenders all showing confidence in the market. This has been a consistent theme during several recent industry conferences delving into the region’s future potential, starting with last year’s Caribbean Hotel Investment Conference & Operations Summit (CHICOS).

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Distribution Channels

MAY 13, 2018 | Javier Coll

4 Reasons To Partner with ALG Development

The 2018 CHRIS and HOLA conferences in Miami will mark another year of the successful deal-making that has played a part in the Caribbean and Latin America’s growing hotel industry.

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Brand conversion

JAN 16, 2018 | Javier Coll

Staying Competitive When the Hospitality Market is Strong

With 2018 poised to be another strong year for hotel development, there is an unprecedented opportunity for owners and investors seeking to break into the highly competitive hospitality industry.

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Brand conversion

AUG 03, 2017 | Javier Coll

Converting Your Hotel Brand Now Can Put You Ahead of the Competition

For owners of existing hotel properties who are considering a brand conversion, here are some of the key questions to ask.

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