Nobu Hotel Los Cabos Looks to Draw Hip, West Coast Crowd

El Arco in Cabo San Lucas
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With its easy air access to California, the new Nobu Hotel Los Cabos is looking to draw a hip, West Coast crowd when it opens next spring. That’s according to Ash Tembe, vice president of global field sales for AIC Hotel Group, which spearheads sales and marketing efforts for Nobu, Hard Rock and UNICO hotels. Travel Agent spoke with Tembe at a recent event in New York City to learn more on what agents and their clients can expect from the property.

“Nobu is a very well-known brand on the West Coast,” says Tembe. “It’s a great fit as it’s a fun brand with a bit of a celebrity scene – luxury hotels can sometimes tend to be a little quieter.”

The fact that the new Nobu will be an European plan (EP) hotel is also a selling point. “In LA sometimes the term ‘all-inclusive’ can scare people,” Tembe says.


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Food and beverage, of course, will be a centerpiece for the hotel. In addition to a signature Nobu Restaurant, the hotel will also have its own outpost of Malibu Farm, a famous, farm-to-table Malibu restaurant.  

“Those are two of the top two restaurants in the Malibu area,” Tembe says, which he hopes will prove to be another big draw for West Coast guests.

Ahead of the property’s spring 2019 debut, AIC is planning a number of efforts to promote the property to travel agents.

“In a traditional fashion we still have a very strong business development team,” Tembe says. The company will also be working with tour operators to promote the hotel, as well as rolling out fam trip and additional earning opportunities.

In addition to the two restaurants, plans for the hotel call for a number of other dining and lounging experiences, as well as 200 rooms and suites. The design will aim to emphasize natural materials in a look that’s described as “contemporary and elegant,” drawing inspiration from both the brand’s Japanese roots as well as the hotel’s beachside location. There will also be a desert botanical park, a five-acre Spa Alkemia and retail stores.

“I think agents should open their eyes to this brand,” Tembe says. “It’s an easy fit.”

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