TRENDING
EVOLVING
PARTNERING
MORE HOTEL COMPANIES ARE SEEING THE APPEAL — AND
UP .
Twenty years ago , all-inclusive resorts had a reputation of catering to budget-conscious , mass-market travelers who wanted nothing more than a few pool games and all the food and drinks they could consume . Today , this segment is evolving to attract the experience-seeking traveler who will pay for luxury and planned excursions . It ’ s attracting big brands , too : Hilton has inked an alliance with Playa Hotels & Resorts , and Apple Leisure Group has struck an alliance with Spain ’ s NH Hotel Group . In addition , all-inclusive pioneer Club Med plans to open an average of five resorts annually over the next five years .
While the concept dominates in Mexico , the Caribbean and Spain , hotels need think about how to establish themselves in this unfamiliar territory , say sources .
All-inclusive resorts are attracting higher-spending travelers , says Xavier Mufraggi , CEO for Club Med North America and the Caribbean . Beginning in autumn 2008 , amid the global financial crisis , Club Med saw bookings from a wider , more affluent audience as luxury travelers sought package travel bargains . “ Affluent and even very wealthy people are interested in the convenience ,” he says .
This year , Apple Leisure allied with Mexico ’ s Grupo Hotelero Santa Fe to co-brand three resorts . “ As more players enter the segment , owners will need strategic partners with a clear understanding of the market and changing travelers ’ preferences in order to stay competitive ,”
Apple Leisure Executive Vice President Javier Coll says .
‘ GOURMET INCLUSIVE ’ To attract the luxury consumer and get away from all-inclusive ’ s reputation of being cheap quality , says Kelly Poling , senior vice president of marketing for Karisma Hotels & Resorts , the company created the term “ gourmet inclusive .”
“ We ’ re signaling to the market that this is a chef-curated restaurant , this is topshelf alcohol ... and an unbelievable level of customer service ,” she says , adding that restaurant Le Chique at Azul Beach Resort Riviera Cancun has been voted the No . 1 restaurant in Mexico .
Sergio Saenz , principal at designer Chicago ’ s HKS Architects says hotels
12 hotelsmag . com December 2018