It’s the lull between spring break and summer season. At many resorts, it’s prime time for completing renovations, expansions and new programs.
In Los Cabos, Solmar Hotels & Resorts is in the news. The family-owned Mexican concern operates five all-suite properties. Four are beachside at the tip of the Baja, California, peninsula. One is in Cabo San Lucas proper. All make frequent appearances on “best of” lists by TripAdvisor, Conde Nast and others. Two hold AAA Four Diamond status.
Only one is all-inclusive.
“Our most important news for 2015 is the completion of new features at our top resort, Grand Solmar Land’s End Resort & Spa. We’re just about to finish. We’ve added a new lounge, banquet and ballroom space, a new Land’s End Spa, deli café and bar,” Solmar Hotels & Resorts Managing Director Ricardo Orozco tells Travel Agent.
A new Grand Solmar Kid's Club will feature themed nights to keep young ones occupied while parents dine.
Additional upgrades at Solmar properties include a new lobby bar and redesigned Calima Restaurant at the Playa Grande Resort & Grand Spa.
All the tweaks are an essential to attract a clientele that varies during the year.
“Travel to Cabo is seasonal. Spring break is over. Now we have small groups of couples and singles. As summer approaches, you see families. In the fall, you start seeing the fishing guys and the spa-goers. Then, Thanksgiving brings families again. We keep refurbishing resorts to make everyone feel welcome,” said Orozco.
For Susan Brodner, the clients that feel especially welcome are high-end travelers.
“Cabo has always been what I call ‘the real Mexico.’ The easy access from L.A. makes it like Beverly Hills south,” the senior travel specialist with All Star Travel Group tells Travel Agent.
Orozco’s definition of the Los Cabos market is a bit broader.
“We cater to different guests and audiences. At Grand Solmar, we focus on honeymoons, girlfriend getaways and families because of our state-of-the-art kid’s club. The Ridge at Playa Grande Luxury Villas is a more settled property. Guests love it for relaxation and privacy. For those looking for value, we have Solmar All-Inclusive Resort and Beach Club. And Quinta del Sol is a business-class hotel for travelers downtown,” he said.
Of course, the perennial competition with Cancun still exists.
“I try to get clients to get out of Cancun and go to Cabo. But a lot depends on airlift and whether they have the guts to try something different. I love Cabo. But some people don’t understand the concept of it. I tell clients that I rode a camel there and they can’t believe it,” Linda Dancer, travel consultant with Honeymoons, Inc., tells Travel Agent.
Orozco is a bit blunter on the comparison with Cancun.
“We are not a humongous large buffet all-inclusive destination. Cabo still maintains a Mexican flavor. We have the amazing combination of sea and desert. You can see if from the plane as you approach. We have the views and the location that you will not find in Cancun. I love Cancun but I love Cabo more,” said Orozco.
Solmar is certainly building upon its success there. They will soon announce a major expansion project that’s in the early planning stages.
“Business wise, we’re doing better than 2014. People that couldn’t make it this winter because of Hurricane Odile are especially eager to return. We’ve learned a lot from the hurricane. Investors, hoteliers, restaurateurs, bar owners, tour operators and transportation companies are all unified. We’re very committed to Los Cabos,” said Orozco.