Playa Hotels EVP Talks Hilton Partnership, Panama Jack Brand and Selling All-Inclusive Resorts

Playa Hotels & Resorts has steadily grown its portfolio to include 20 resorts across Mexico, the Dominican Republic, and Jamaica under the Hyatt Ziva, Panama Jack Resorts, Dreams, Sanctuary, Hyatt Zilara, THE Royal, and Secrets brands. Now, the Fairfax, Virginia-based resort operator is going to add Hilton to that roster, after announcing last month it was entering a strategic partnership with Hilton for 10 all-inclusive properties.

The first two will debut by the end of the year, converted from THE Royal Playa del Carmen in Mexico and Dreams La Romana in Dominican Republic. The new resorts, to be named Hilton La Romana and Hilton Playa del Carmen, will have a combined 1,269 guestrooms.

Kevin Froemming, executive vice president and chief marketing officer of Playa Hotels & Resorts, said travel agents can expect the same great service regardless of a change in property names.

“At time of check-in, our team asks the guests very specific questions such as what type of pillows they would like, what time of day they want to have their room cleaned and which signature scent they would like for their room and bath. The service level is the big difference,” Froemming said.

Following Hilton’s entry into those two markets, Froemming said they will look into expanding into other key Caribbean destinations. “We’re focused on strengthening our presence in these leading destinations and Jamaica, then maybe St. Lucia, Antigua, Turks & Caicos and Barbados.”

Playa Hotels has already capitalized on brand recognition through partnerships, such as its new brand with lifestyle company, Panama Jack, of which Froemming says, “95 percent of people know Panama Jack.”

Playa Hotels redeveloped Gran Caribe Resort in Cancun and Gran Porto Resort in Playa del Carmen as Panama Jack-branded properties, and Froemming said it plans to expand the brand into other areas of Mexico, Jamaica and the Dominican Republic.

Panama Jack Resorts Playa del Carmen recently debuted 287 newly renovated rooms. Master suites have spacious living room areas with Bose sound systems and flat-screen TVs; and there are options to connect to an adjourning junior suite, a great addition for families or couples traveling together. The property is on the beach, offers several dining options, a gym and the Aura Spa with six treatment rooms. The resort is opening a new gaming area for teens on Nov. 10 called #Hashtag. They also have a new kids’ area, called Camp Jack, where parents can drop their kids off off their kids (ages 4-12) free of charge.

Agent opportunities
Froemming recommends advisors booking all-inclusive resorts stay educated on the product by taking advantage of the sales tools and programs offered, such as attending webinars and fams.

On Playa Hotels’ travel agent portal, agents can register bookings for bonus cash. Their clients will also automatically receive an in-room amenity, with a card from the agent when bookings are registered at least 2 weeks prior to arrival. In addition, advisors can find a certification program and exclusive offers.

“Go to the destination,” Froemming said. “The all-inclusive market can be very lucrative for agents, but there are only so many hours in a day. By recommending well-established brands, agents can sell more efficiently. Sometimes names don’t mean anything. But consumers know Hilton, Hyatt & Panama Jack. So, it’s easier for agents to sell us based on the brand recognition. Conversion rates will be higher.”