Prevue November-December 2017 - 34
"Our La Coleccion Resorts have
evolved by focusing on creating daily
memorable events and experiences,
not simply another hotel and
company's four signature resort brands-Live Aqua, Grand Fiesta
Americana, Fiesta Americana and Explorean-to each have a single
identity in an effort to bring local culture into the properties.
"'Not all all-inclusive resorts are created equally' is a basic
mantra that truly emulates our La Coleccion Resorts because
our properties have genuinely evolved over the past five years by
focusing on creating daily memorable events and experiences,
not simply another hotel and another event," explains Maznella.
"An important component in the evolution of all-inclusive resorts is
quality and authentic experiences, elements we have focused on
from day one and continuously improve. Each La Coleccion resort is
unique in itself and provides a completely different experience from
the other collection properties, which makes it attractive as there is
a resort for every type of traveler."
Grand Fiesta Americana Coral Beach Cancun, for
instance, is setting itself apart for groups with the recent launch
of its "Grand Club Unlimited Experience." The new pricing option
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goes beyond the typical limitless meals and beverages to include
enriching experiences for attendees to choose from, such as sunrise
yoga, unlimited hydrotherapy spa treatments and VIP butler service,
as well as access to the penthouse Grand Club Lounge and a
private beach club area.
AMResorts was busy opening adults-only properties throughout
last year that specifically cater to the luxury all-inclusive market.
The opening of the 150-room Breathless Montego Bay Resort
in Jamaica kicked-off the year, with the 526-suite Breathless
Riviera Cancun Resort & Spa, nearby 502-suite Dreams Playa
Mujeres Golf & Spa Resort and the 457-suite Secrets Cap Cana
Resort & Spa in Punta Cana, Dominican Republic, following suit
through the year's end. These four new hotels, however, are just
the beginning of a much greater plan from Apple Leisure Group, the
parent company of AMResorts, which signed 10 new resort deals
and plans to sign its 100th resort by 2020.
To help groups truly take advantage of the new properties,
AMResorts Meeting & Incentives launched the "AMResorts
Diamond Advantages" program this year, offering concessions
based on the group's revenue level. Value-added amenities
include a private group check-in with branded event signage, a
complimentary massage chair station or complimentary bar station.
AMResorts' Zoetry Wellness & Spa Resorts brand is even
offering complimentary group yoga sessions and an organic detox
juice bar for groups.