Grand Velas All Suites and Spa Resort on the Riviera Maya held its official opening ceremony in mid-June, during one of the most challenging times for Mexico tourism. Giving the hotel and the destination a publicity boost was the president of Mexico, Felipe Calderon, who participated in the ceremony.
The 490-room, luxury, all-inclusive resort was built at a cost of $250 million by Grupo Velas, a Mexican investment group led by the Velas family.
With the opening of the property, Grupo Velas now operates a total of 1,170 rooms in the new hotel and three others: the Velas Vallarta Suite Resort and Casa Velas Hotel Boutique, both in Puerto Vallarta, and the Grand Velas All Suites and Spa Resort on the Riviera Nayarit north of Puerto Vallarta.
The concept behind the hotels is to offer a level of luxury that meets AAA's Five Diamond standards, which the Nuevo Vallarta property achieved, said Ana Gon-Ryan, the company's vice president of sales and marketing.
"We're developing a whole new concept of all-inclusives," she said. The summer season will be difficult, Gon-Ryan conceded, because of the economic downturn in the U.S., the H1N1 flu panic and other factors, but the hotel group is looking to the fall and winter seasons for a substantial pickup in business.
Reaching out to retailers
Because of the uniqueness of the product in the all-inclusive market, Grand Velas is looking to educate travel agents, particularly those with affluent clientele.
"When you're selling luxury, and especially selling luxury from a destination like Mexico, it can be a real challenge. It's not the same thing as trying to sell a resort online. This involves a lot of education."
Velas Resorts recently launched a travel agent incentive program and dedicated website, www.velasresorts.com/travelagent, to enable agents to access information and more easily book the company's properties.
Agents can track commissions; sign up for the Velas incentive bonus commission program; download brochures, images or videos; request a site inspection; obtain online support; and learn about the latest promotions.
The company's incentive program includes a $75 bonus for each reservation with a minimum three-night stay at the two Grand Velas resorts and a $50 bonus for bookings with a minimum three-night stay at Casa Velas Hotel Boutique or Velas Vallarta Suite Resort.
Agents also receive an additional $250 bonus after the 10th booking of a three-night minimum stay at any of the resorts and an extra $50 for registering with the program and booking before Dec. 15.
"This is also an initiative to support our valuable partnership with the major wholesalers and tour operators, as the incentive will be granted for all bookings agents make through them," said Gon-Ryan.
Gon-Ryan, a native of Mexico, joined the company in March with 30 years' experience in tourism. She most recently was vice president of sales and marketing for Group RCI, a Wyndham Worldwide Corp. company based in Parsippany, N.J.
Because of the Grand Velas price point -- rates average $500 per person, per night -- there is a lot of marketing and education to be done among retailers about the brand and how it differs from other all-inclusive resorts, according to Gon-Ryan. The website and incentives are a step in that direction, she said.
The new Riviera Maya resort is spread over 82 acres, and its suites range in size from 1,184 to 3,767 square feet. They feature travertine floors; whirlpool bathtubs; 42-inch, flat-screen plasma TVs; remote-controlled window coverings; DVD, CD and MP3 players; stocked minibars; and 24-hour, in-room suite service. Some have private, outdoor plunge pools.
There are 15 food and beverage options, including four bars. Restaurants include two French options, the Bistro and Piaf; Asian eatery Sen Lin; Mexican restaurant Frida (named after artist Frida Kahlo); Cocina de Autor, serving Spanish cuisine; Lucca, for Italian; the family-friendly, open-air Azul; and Chaka, a poolside cafe with organic foods.
The 89,000-square-foot Spa at Grand Velas offers 40 treatment rooms.
With the resort's all-inclusive Mayan Spa Package, guests are entitled to two 25-minute massage treatments per person, per stay. The deal also includes accommodation in a Master Suite in addition to all the standard Grand Velas all-inclusive perks. The package is priced through Dec. 24, with a minimum two-night stay, at $658 per person, per night for single occupancy; $468 per night, double occupancy; and $156 per night for children ages 4 to 12. Additional nights may be added for $290 per night for adults and $124 per child.
Taking care of business
There is also 91,457 square feet of indoor and outdoor meetings space. Grand Velas' business services and facilities include a fully equipped business center; meetings services such as technical assistance, CD and DVD reproduction and secretarial and translation services; event catering; and customized, themed parties and receptions.
Grand Velas guests can also take advantage of children's activities programs, a fitness center and dedicated butler service for each suite.
The resort is a 35-minute drive from Cancun's international airport and seven minutes from downtown Playa del Carmen, the hub for shopping, dining and partying on the Riviera Maya. Day trip options include visits to the island of Cozumel; the Mayan ruins at Tulum, Coba or Chichen Itza; the Xcaret Eco Theme Park; and Cancun itself, for attractions such as La Casa del Arte Popular Mexicano museum.
For more information, call (888) 210-9590 or visit www.velasresorts.com.