Los Angeles-based Kor Hotel Group is
thinking internationally, and Mexico is big on its map. The
company's Tides brand, named after the luxury Miami Beach hotel
owned by Kor, has been introduced south of the border this year.
Kor acquired the
Ikal del Mar resort last year and relaunched it as the Tides
Riviera Maya. In addition, Kor is building the Tides Playa del
Carmen, a condo-hotel slated to open in the winter of
"The Tides brand
was motivated by Kor Hotel Group's renovation and repositioning of
the Tides in South Beach," said Nicholas Clayton, president of the
Kor Hotel Group.
"The Tides, its
coastal location and the general desirability of coastal travel
destinations convinced the Kor Hotel Group that, given its current
acquisitions, a significant, desirable and upscale brand could grow
from South Beach."
thereafter, the Tides Playa del Carmen, a new ground-up property,
was envisioned, and then Ikal del Mar was identified for conversion
into a Tides, given its coastal location, a primary requirement for
all new Tides properties."
Mexico was a
natural choice for growing the brand, according to
identified as the next stage of expansion for the Tides, given the
acquisitions and developments occurring in coastal destinations
within our company at the time," he said.
"While no other
international destinations were ruled out in favor of Mexico, Ikal
del Mar and Playa del Carmen became desirable due to a strong U.S.
demand in those geographical areas."
Clayton noted that Mexico is rich in culture, history, cuisine and
good weather. It also has some of the most beautiful seaside
locations in the world, he said.
attributes, Kor Hotel Group thought that Mexico -- coupled with
planned Tides service, design, food, beverage and holistic program
goals -- would be an ideal location to grow our elite brand," he
Following the Tides
Ten miles north
of Playa del Carmen, the Tides Riviera Maya is a six-acre resort
with 30 palapa-style villas with private plunge pools. The resort
also has a spa and gourmet dining options. Nightly rates start at
"Ikal del Mar was
acquired due to its uniqueness," Clayton said. "Those same
attributes are what exemplify the 'hideaway' experience of the Tides. So
while the flavor will remain, Kor Hotel Group will work hard to
ensure that our standards and resources set for the brand only
elevate the property."
The Tides Playa
del Carmen will offer a more active environment, according to
Clayton. The eight-acre resort will include a swimming pool,
private beach club and a 10,000-square-foot spa. While carrying the
same brand, each of the properties is to be unique, Clayton
"The Tides is set
to offer different experiences in terms of geographic settings," he
explained. "Whether in an urban resort setting like the original
South Beach locale or in a hideaway setting like the Tides Riviera
Maya, what will remain consistent are the service, design, food and
beverage and holistic wellness program offerings at any Tides. A
major requirement of all Tides properties is that they be located
on the coast."
Clayton said all
Tides properties are geared to appeal to travelers looking for
"coastal, culturally rich, individual, yet engaging
"In a sense,
visitors that will be drawn to the Tides South Beach will naturally
be drawn to the brand's sister urban resort or hideaway locations,"
As the company
expands its Tides brand, it has filled several senior management
is general manager and Cupertino Ortiz is executive chef of the
Tides Riviera Maya.
Romero-Pero was appointed area director of sales for Mexico, based
in the company's Los Angeles office.
The company also
hired Victor Lopez as part of a new partnership with Related Group,
a Florida-based real estate development firm, to further expand Kor
Group's presence in Latin America and the Caribbean.
Plans are under
way to build the Tides Anguilla in the Caribbean, next to the
planned Viceroy Anguilla.
While there are
no concrete plans to further grow the Tides collection elsewhere,
the interest is definitely there, according to Clayton.
"While our Mexico
portfolio is robust at the moment, we would not rule out any
development in Los Cabos or another desirable coastal setting," he
said. "South America is of much interest, as is Hawaii, Asia --
including Bali and Phuket -- and the Caribbean."
The Kor Group is
a real estate development and management firm. In addition to its
Tides brand, the hotel division operates properties that include
the Viceroy Santa Monica in Santa Monica, Calif.; the Viceroy Palm
Springs in Palm Springs, Calif.; the Avalon Hotel in Beverly Hills,
Calif.; and Villa del Sol in Zihuatanejo, Mexico.
information about the Tides, call (866) 332-1672 or visit www.thetidesresorts.com.
To contact reporter Mark Chesnut, send e-mail [email protected].