“We really want to be your provider of choice in the all-inclusive space,” said Howard Tanenbaum, senior vice president of sales at Playa Hotels & Resorts, to the 100 U.S. and Canadian travel agents gathered in the ballroom of Sanctuary Cap Cana in the Dominican Republic. “We're building technology to make that happen; we're building hotels to make that happen; and we're investing in our trade relationships to make that happen.”
It was a message welcomed by the advisors, who were Playa's top producers for 2018 and the company's guests for its third-annual Spotlight Awards event, held from Jan. 10 to 13. By day, attendees learned how the company planned to strengthen its relationship with agents. By night, they celebrated the past year's achievements in selling Playa, whose portfolio comprises 21 all-inclusive resorts in Mexico and the Caribbean that operate under brands including Hilton, Hyatt Ziva, Hyatt Zilara and Panama Jack.
On the technology and trade-relationship fronts, Playa shared details on its new agent booking engine at its website, which includes features that capitalize on the company's Hyatt and Hilton partnerships.
Agents who book via the new engine will have access to Hyatt and Hilton rates for loyalty program members and will earn full commission on those bookings. In addition, their clients will earn full points on bookings at Playa's Hyatt properties. Within the next month, Hilton loyalty program members will also earn full points on bookings, according to Playa.
Other features include a calendar displaying pricing, availability and restrictions in real time; access to room upgrades; and payment within seven days of booking.
During an informational session about the booking engine, Kevin Froemming, Playa's executive vice president and chief marketing officer, said the booking engine “presents a huge opportunity” to target Hyatt and Hilton loyalty program members, a total of roughly 100 million potential clients.
"We can say to customers who’ve never been [to an all-inclusive] before, with brands they know and are comfortable with, that the all-inclusive product is something they should experience," he said.
Sue Schmerling of A Time To Travel, Inc. in Delray Beach, Fla., welcomed the new booking engine.
“We have no more loyalties to any wholesalers,” she said. “So if [Playa] can give us somebody to be loyal to, we'd be thrilled.”
New Playa Properties
In terms of the resort product itself, Playa offered sneak peeks at two Dominican Republic projects. Just up the road from Sanctuary Cap Cana, agents toured the construction site of Hyatt Ziva and Zilara Cap Cana, scheduled to open in November. A total of 750 rooms will be split evenly between the all-ages Ziva and adults-only Zilara.
The following morning, advisors learned more about the properties during a presentation by Playa executives. Attendees voiced their approval of property renderings, particularly images of Ziva's retro-cool, 35,000-square-foot fitness center (think circa-1940s Bronx boxing gym) and Zilara's Indian restaurant, which will offer seating inside a vintage railcar imported from New York.
Hyatt Zilara Cap Cana will feature an Indian restaurant.
Credit: 2019 Playa Hotels & Resorts“We're going to build the Orient Express,” proclaimed Playa COO Alexander Stadlin.
Agents such as Jason Mills, of Canada's Escapes.ca, were suitably impressed.
“What we noticed first and foremost was the scope of the project,” Mills said. “The commitment to the level of luxury and the scope of the project spoke for itself.”
Deanna Pederson of La Macchia Travel in Kenosha, Wis., said the new properties would be "perfect for weddings."
"Every room is going to have an ocean view, the layout of it, even your dining experiences are going to be way above and beyond than every other resort," Pederson said.
Amy Zmolik, a Cruise Planners romance specialist from Tabernash, Colo., agreed, and said that for her wedding and multigenerational bookings, the Hyatt name itself has proven to be a strong selling point.
“I have a lot of clients that specifically request Hyatt Ziva and Zilara, especially in Los Cabos, Puerto Vallarta and Cancun,” she said. “So, sometimes I don't even have to recommend them.”
Weddings specialist Pamela Walker of Escapes.ca shared similar sentiments about the 750-room Hilton La Romana, about a 45-minute drive west of Punta Cana. The former Dreams La Romana was rebranded in November under Playa's expanded partnership with Hilton, and via renderings, Hilton representatives offered a preview of the property's post-renovation look.
A double bed guestroom at the 750-room Hilton La Romana
Credit: 2019 Playa Hotels & ResortsThe resort's adults-only side is closed for renovations through the end of May, at which time work will begin on the all-ages side before all renovations are completed in November.
“With Hilton taking over the La Romana property, I think that's going to be huge for them in the destination wedding market,” she said. “That property is so lovely, with so many beautiful locations for weddings. When it's done, with Hilton doing the upgrades, it's going to be an amazing property.”
The Details
Playa Hotels & Resorts
www.playaresorts.com
