Gay Nagle Myers
How does a small, Spain-based hotel company with only two all-inclusive properties on this side of the Atlantic — one in Mexico, the other in the Dominican Republic — go up against a tightly competitive and crowded collection of brand-name resorts and make its presence known?
Sirenis Hotels & Resorts, which is headquartered on the Mediterranean island of Ibiza (where it has six resorts), opened an office in Miami last year. The company thought the U.S. outpost would help drive business and sales to the 954-room Grand Sirenis Riviera Maya Resort & Spa, an hour south of Cancun, and the 816-room Sirenis Punta Cana Resort & Aquagames in the D.R.
At the time, Amanda Carlow, director of sales and marketing, explained that the U.S. office would help Sirenis more effectively brand and market its product to U.S. consumers and agents.
“We had little or no presence in the U.S. before the opening of the Miami office,” Carlow said.
Sirenis now is moving forward on the travel agent front with the launch of its Sirenis Passport program.
“The program was created to strengthen the company’s relationships with trade contacts and help agents grow their businesses,” said Carlow, director of sales and marketing.
“We want agents to know we value their time and business. This program allows agents to have everything they need at their fingertips, plus we will continue to roll out exclusive incentives,” Carlow said.
Once registered at www.sirenispassport.com, agents have access to webinars, customizable marketing pieces, images, logos, brochures and Web banners.
Agents are able to track client information and analyze customer trends as well as receive news about promotions and incentives.
To celebrate the launch, Sirenis is giving away a three-night stay at either all-inclusive property for agents who register by July 31.
An ongoing incentive called Book and Earn enables agents to earn one free night stay at either property for every three bookings made.
There will be more incentives to come, according to Carlow.
“We value our relationships with agents and recognize the important role they play in our growth from the American market,” she said.