A growth spurt for St. Regis Punta Mita

By Gay Nagle Myers
InsightHere are statistics that most general managers would covet: year-to-date occupancies up 21%, revenue per available room (RevPAR) up 27% and revenues up 30% over 2011 at the St. Regis Punta Mita Resort on the Bay of Banderas, 10 miles north of Puerto Vallarta.

The 4-year-old luxury property is on a roll, according to Carl Emberson, general manager.

Carl Emberson“We’re excited to see similar growth levels for 2013,” Emberson said. “Holiday bookings are up 30% over 2011, and advance bookings for Q1 2013 promise to be strong, as well.”

What accounts for the upward spiral?

“Overall visitor numbers this year for Mexico are topping the record numbers of 2011, which proves that the destination is rebounding from the wave of negative publicity and incidents of the past few years,” he said.

St Regis Punta Mita Las Marietas Family PoolBringing it closer to his stomping grounds, Emberson said that Punta Mita “is a very hot destination, and our guests, especially our repeat guests who total 20% of all reservations, know that we can, and do, create experiences that incorporate the resort and the surrounding area into their vacation stay.”

The 120-room resort has tweaked and adjusted since its opening, according to Emberson.

“Some of the changes have been small, such as adding surf lessons to the watersports program and adding an outdoor venue for the kids’ club right near the family pool so mom and dad can watch their kids at play,” he said.

What is most important is how the staff has evolved, according to Emberson.

“They are well-trained, and they have come to better understand what our guests want and require and how to exceed guests’ expectations,” he said.

The resort offers butler service in all rooms.

Two years ago, the St. Regis Punta Mita launched its Gourmet & Golf Classic program, a three-night event showcasing the resort’s two Jack Nicklaus signature courses alongside culinary offerings.

“This has been a great success and opened up a whole new market for us and reinforced our position as a top golf and culinary destination,” Emberson said.

The third golf classic is set for April 11 to 14.

Agent-friendly St. Regis Punta Mita hosts an average of 150 agents a year on site inspections and receives more than 60% of all bookings through agents. “They are vital to our future and our success,” Emberson said.

St. Regis Punta Mita has an all-inclusive option for groups and for kids from ages 5 to 12 ($40 per day for three meals and soft drinks).

“There are 10 restaurants in the Punta Mita village, which is a $7 cab ride from the resort, so our guests can dine there or at our three restaurants,” Emberson said.
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