Travel and tourism

Iberostar Hotels & Resorts, with 100 hotels in 16 countries worldwide, has made a strong commitment to Mexico and the Caribbean and will open its latest property, the Iberostar Playa Mita on the Riviera Nayarit, later this year. Iberostar will begin taking reservations for the resort in May. The company will operate a total of 10 properties in Mexico after the new property opens. In the Caribbean, Iberostar features three resorts in Jamaica and six in the Dominican Republic. We spoke with Claudia Simon, Iberostar’s director of marketing, about the new Iberostar Playa Mita and other company developments in the region.

What’s new with Iberostar? We started off the year with five of our resorts receiving the AAA Four Diamond award. Our teams were ecstatic about that since it shows our strong dedication to outstanding quality and superior service and amenities. New to the AAA Four Diamond list is our family property, Iberostar Paraiso Maya in the Riviera Maya. In Jamaica, Iberostar Rose Hall Suites and Iberostar Grand Hotel Rose Hall were honored for the second year in a row. Lastly, Iberostar Grand Hotel Paraíso and Iberostar Cancun were once again honored with the AAA Four Diamond award.

Do you have any upcoming resort openings? Iberostar will launch its 10^th property in Mexico -- Iberostar Playa Mita. Opening in December, it will be our brand’s first property on the west coast of Mexico, specifically in the growing leisure destination of Riviera Nayarit. This all-inclusive beachfront resort is 25 miles from Puerto Vallarta’s International Airport and is a true treasure for guests of all ages. What makes Iberostar Playa Mita special is its offerings. Although Iberostar Playa Mita will be a Premium category hotel, it’s truly a hybrid since it has features similar to our Premium Gold resorts and even to our Grand Collection hotels. It will house 452 guest rooms, including 120 oceanfront junior suites, all of which will be augmented with a dedicated concierge service, as well as two presidential suites. This hotel will have more oceanfront junior suites than any of our Premium and Premium Gold properties.  

What are some of the other features and amenities of your new resort? Iberostar Playa Mita will have two main pools, plus a kid’s pool and Splash Park -- a new feature for one of our Premium properties. There will be four restaurants, including gourmet, Japanese, American Steakhouse and Mexican. Other hotel highlights include an international buffet, 24-hour room service, Kids Club program, disco and theater with live nightly entertainment, SPA Sensations and more. Golfers will have access to the Litibu Golf Club, located onsite, featuring an 18-hole oceanfront championship course designed by Greg Norman. We also will be unveiling a lot of new programs for travel agents, including new webinars and travel agent fam trips.

What other hotels have you opened in the last few years in Mexico and the Caribbean? We officially opened our Premium Gold property Iberostar Cancun in February 2012. We invested $100 million in the purchase and renovation of the Iberostar Cancun after it closed its doors in August 2011 for the refurbishment of facilities. Iberostar Cancun features 426 fully equipped rooms with sea views, including 16 junior suites and four master suites, a presidential suite and two beach suite villas.

How many hotels to do you have in Mexico and the Caribbean? Iberostar will offer 10 properties in Mexico when the Iberostar Playa Mita opens in December. Within the Caribbean, Iberostar offers three properties in Jamaica and six in the Dominican Republic.

What types of clients do you target for your resorts? Our hotels truly cater to every type of clientele. We have three tiers of hotel segmentation. Premium properties are tailored for families and couples who are budget conscious and looking for a hassle-free, all-inclusive vacation where they can enjoy the pool, beach and good food. Premium Gold properties are upscale resorts tailored toward families looking for a little bit more. They want concierge service, 24-hour room service and larger rooms. These hotels have access to sister Premium properties. Grand Collection properties are our luxury, adults-only resorts. They include butler service, elegant suites with concierge, 24-hour room service, gourmet dining and more. For even more luxury, guests can book Grand Star Service, which are reserved for oceanfront suites. This includes private check-in and butler unpacking and packing if you desire.

How was business for Iberostar last year? We ended 2012 with a 10 percent increase compared to 2011 figures. We see Mexico coming back and are happy to note that revenue and hotel occupancy levels are growing. One of the key factors behind the brand’s revenue growth was the positive performance of its Mexico and Caribbean hotels. Demand for these hotels rose in 2012 thanks to the positive trends shown by the U.S., Canadian and European markets.

How is business looking for Iberostar in 2013 and beyond? Our company plans to invest over $100 million dollars in 2013, providing a qualitative boost to the brand’s expanding portfolio. In addition to the new Iberostar Playa Mita, the brand will also focus on refurbishment of properties in Europe and Latin America and we also will break ground on a new property in Cartagena, Colombia.

How important are travel agents to Iberostar’s business? Travel agents are an integral part of the Iberostar brand, contributing well over 75 percent of overall sales year over year. We have a strong following -- a large base of loyal agents who love Iberostar and have booked our properties for years. They are our true brand ambassadors. It’s wonderful to hear them speak of Iberostar and how they know we will take care of their clients. We thank them for their loyalty and we rely on them greatly to further our business and exposure to U.S. consumers. With the opening of the new Iberostar Playa Mita, Iberostar will need this continued support to drive sales and bookings in a new market. We frequently offer specific programs, incentives and partnerships for agents and have created an Iberostar Agent Incentive Website to let agents know about our latest offerings.