Staying Ahead of the Trends

AMResorts continues to refresh its properties to drive new clientele By: Janeen Christoff
Families have several options with AMResorts // © 2011 AMResorts
Families have several options with AMResorts // © 2011 AMResorts

The Details

AMResorts is consistently trying to stay ahead of the trends. The hotel chain continually adds to its inventory and value-added packages to provide guests with more value and a better product. Offers of girlfriend getaways, unlimited spa packages and group deals are one way the company continues to keep profitable. 

“Despite the current economic situation, demand is growing,” said Matt Mullen, senior director of sales, group sales for AMResorts. “The number of total travelers coming to Mexico has increased since 2010.”

The company is heavily invested in its product in Mexico and has several new projects planned for the coming year and beyond. 

“AMResorts has a very strong pipeline in Mexico,” said Mullen. 

The 400-suite Secrets Huatulco is scheduled to open this month adding to the company’s inventory in that region of Mexico, a new destination offering for the Secrets Resorts & Spas brand in Mexico. The Sunscape Dorado Pacifico Ixtapa is also scheduled to open this month. 

“The opening of these resorts brings a new brand experience and destination to new and existing AMResorts customers,” said Mullen.

Two newly built properties will open mid-2012 in Puerto Vallarta — Secrets Vallarta Bay Puerto Vallarta and Now Amber Puerto Vallarta. In 2013, 

AMResorts’ largest development project to date — Gems in Cap Cana, Dominican Republic — will be unveiled featuring a total of four properties: Zoetry Cap Cana, Secrets Cap Cana, Now Cap Cana and Now Preferred Cap Cana. This project cements the company’s investment in the growing luxury destination.

AMResorts believes that agents are key to the success of its brands. 

“We maintain an open line of communication with the agent community and provide them with a host of platforms, from a dedicated site to the Master Agent program, to keep them in the loop on any openings or plans for development,” said Mullen. “We value their input and are glad to hear their excitement in welcoming more options for their clients.”

Mullen suggests that agents utilize the company’s dedicated agent website to keep up-to-date with changes. 

“Our dedicated travel agent site,, is a one-stop-shop for everything an agent needs to sell us successfully,” he said. “The site includes our latest promotions and incentives, Master Agent Program, travel agent & Master Agent rates, resource center with fact sheets, brochures, videos and more.”

The Master Agent course is an online education program that is constantly updated to reflect 

AMResort’s newest properties. Once agents have successfully graduated, they automatically hold Master Agent status, which provides them with exclusive Master Agent rates, an ID card for day-pass access, up-to-date news, information and more.

AMResorts will also offer personalized Master Agent Workshops throughout the year. These workshops are held in a small, classroom-like setting and are designed to educate agents on AMResorts’ brands and provide them with the  opportunity to become an official AMResorts Master Agent. 

“Each year certified Master Agents can participate in May Madness, our largest agent incentive of the year with tons of bonus cash, free nights and prizes,” said Mullen.

The company also has a brand-new Facebook page, offering agents an additional platform by which they can share the brand and gain customer insight as well as learn about new promotions and incentives. 

“Throughout the year, we offer incentives for the agents with tons of bonus cash, free stays and prizes,” said Mullen. 

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