vice president of marketing
A wider variety of inclusions, expanded wellness offerings and an emphasis on local cuisine are all top of mind for AMResorts as it continues to expand in Mexico. The Apple Leisure Group (ALG) company recently released an update on the progress of its expansion for the first half of 2019; here’s a look at the trends driving its new offerings.
For Erica Doyne, AMResorts' senior vice president of marketing, having as much included is a necessity, and that means it's important to keep adding in amenities.
Wellness is a major focus of the new inclusions. “Thirteen percent of travelers’ #1 focus is engaging in physical activities according to a recent survey by AMResorts,” Doyne says. “Resorts must blend hospitality and fitness to create unique collaborations that excite guests.”
For example, the company’s Breathless-branded resorts recently began offering Strong 30 by Zumba classes, included in its all-inclusive rates.
In addition to fitness- and wellness-focused inclusions, the company is ramping up the culinary offerings across its brands, with a particular emphasis on eating local. “Alongside the rise in culinary-focused travel is an increase in travelers looking to immerse themselves in the culture of their destination –59 percent of travelers engage in local culture, including through food, as a way to recharge,” says Doyne. Th company is looking to blend food and cultural immersion in more inventive ways, such as incorporating it into its reservation-less restaurants and immersive cooking classes.
Finally, the company is expanding its family-friendly properties with the new Dreams Acapulco, Now Emerald Cancun and Sunscape Akumal. At these resorts agents can expect amenities tailored to all age levels of a given family, such as adults-only areas, separate areas for both kids and teens, and daily and nightly activities.
“Multigenerational family vacations continue to be increasingly popular,” Doyne says. “Family-friendly brands should offer that ‘something for everyone’ factor with kid-friendly and adults-only options, to enjoy both as a group or during alone time.”
In addition to the Dreams Acapulco, Now Emerald Cancun and Sunscape Akumal, AMResorts also announced a new brand management deal for the Breathless Cancun resort this year. Across Mexico, the Caribbean and, most recently, Europe, the company has 66 all-inclusive resorts in its portfolio with an additional 23 branded properties, representing nearly 9,000 rooms, in various stages of development. The development pipeline will increase AMResorts’ available room inventory by 40 percent, ALG said.
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