This article originally appeared in the July issue of AGENTatHOME magazine. Subscribe here to receive your free copy each month.
The all-inclusive resort market continues on its upward trajectory, thanks in large part to the way the segment has unrelentingly raised the bar on features, amenities and experiences that pique the interest of today’s travelers.
“The industry dynamics have changed so tremendously from more of a cookie-cutter concept to that of a truly unique experience at the different properties,” said Megan Hill of Destination Fun Travel. “I attribute the success of this market segment to the rebranding and introduction of more high-quality all-inclusives, which have driven the business.
“These new luxury resorts are offering a better quality of service, moving away from the buff et-style meal options to more a la carte culinary food options, premium alcohol and mixology options, and unique experiences and amenities that are taking this all-inclusive market segment to the next level.”
A Growing Market
“There are many positives here with the growth and improved quality of the resort product offerings both within the existing markets and other key destinations where all-inclusives were not as prevalent,” said Tom Brussow of Sunsational Beach Vacations.
“Another key factor is the huge resort growth, popularity, ease of access and affordability of Punta Cana,” he said. “In addition, these resorts are meeting the market as there continues to be a very strong demand for the higher-end luxury products and the services that cater to the needs and wants of the luxury customer.”
Top-Shelf Offerings
Ken Keefer of CK Tours & Cruises noted that some properties now match or exceed the quality of non-inclusive resorts while still providing value for the client. “The top-shelf offerings are just ‘wow,’ but even mid-market options have raised their game to a high standard for the rates paid,” he said.
However, as more players enter the field, James Berglie of Be All Inclusive believes that both new and older properties face challenges. “Older properties are going to need to renovate or really offer something different and unique in order to compete,” he said. “Newer properties are often plagued by staffing challenges and growing pains. But overall, there are a lot more options for the consumer, and in a market where supply is plentiful, service levels will win.”
Aerial view over Breathless Riviera Cancun. (Source: Hyatt)
What Clients Want
“While it really depends on the customer, the most important product aspects include high-quality food and beverage, ease of access to restaurants, nightlife and entertainment, and other on-site amenities such as spas, fitness centers and activities like waterparks and kid’s clubs,” Brussow said. “Another key attribute is the availability of multi-room suites and guaranteed connecting rooms.”
“For our adults-only clients, we need a great choice of room categories – swim-up guestrooms are hot right now,” said Cindy McCabe of Bethany Travel. “And whether it be family-friendly or adults-only, we need a variety of dining options, entertainment, a great beach and a friendly staff.”
Unique Experiences
Clients are also looking for one-of-a-kind experiences in order to create memorable vacations. “They want new islands, new experiences, unique rooms, amazing food and drinks and unforgettable vacations,” Hill said. “They want to continue to experience and explore the world, and they enjoy taking in the local culture, customs and cuisine while instantly sharing those experiences along the way.”
On a similar note, Keefer said couples want “wow features, cultural enrichment and outstanding dining that can be tailored to specific diets.”
“Families are traveling multi-generationally and are looking to please everyone in the family,” he added. “Some resorts can provide diverse offerings that even please the teens.”
Tips to Boost Business
For her part, McCabe follows up with clients when they return from their vacations. “Most love sharing their experience, which is priceless,” she said. “I also depend on the resorts that I have a good relationship with – we offer a 24/7 cell number for after hour-travel emergencies so I can reach someone in management at the resort if something is not going well. I believe in fixing the issue while the client is on resort, and they like knowing they can reach me (and my team) while traveling.”
Keefer stressed the importance of visiting resorts, as well as taking advantage of fam trips and conferences. “Companies like Lomas and Amstar offer excellent options for seeing many resorts for free or affordable rates,” he said. “Find your brands, build relationships and sell with confidence.”
“Leverage the resources on social media such as advisor-only Facebook groups like Resorts of the Riviera Maya and others,” Brussow said.
In the end, seeing is believing. “Know your product,” Berglie said. “There is nothing better than traveling to learn what you are selling. If you don’t travel regularly, you can’t possibly sell confidently.”
Added Hill: “Knowledge is always power, and utilizing all of the numerous resources available can help take one’s travel agency to that next level.”
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