Last updated: 10:08 AM ET, Thu April 14 2016

The Evolution of Live Aqua

Posadas raises the bar on the brand with Lat20 by Live Aqua.

Vacation Agent | Hotel & Resort | Lydia Gregory

The Evolution of Live Aqua

PHOTO: A Master Suite at Lat20 by Live Aqua.

Created in 2004 as Grupo Posadas’ first lifestyle hotel brand, Live Aqua entered the Cancun all-inclusive scene with a “be yourself” philosophy. That philosophy is meshed with an overall sensory experience for its guests, including sight, with gorgeous design; smell via proprietary and strategically placed aromatherapy; hearing, with ambient music piped throughout the hotel; taste, with excellent cuisine; and touch with an array of textures.

This unique concept was followed with Live Aqua Mexico City, and, coming this spring, Live Aqua Monterrey Valle. These are “urban resorts,” which take their cues from their cosmopolitan surroundings, offering young executives and entrepreneurs edgy, luxurious accommodations and state-of-the-art technology.

Now, Posadas has taken the Live Aqua brand one step further with its latest endeavor: Lat20 by Live Aqua. “We had three very successful family-oriented properties in Cancun – the Grand Fiesta Americana Coral Beach Cancun, the Fiesta Americana Condesa Cancun All-Inclusive and the Fiesta Americana Villas Cancun – when we decided to head in a new direction with our adults-only Live Aqua Cancun,” says Ana Gon-Ryan, director of sales for the Fiesta Americana Resort Collection.

READ MORE: Grupo Posadas, A Redefined All-Inclusive Experience

“It began with our ‘be yourself’ philosophy that catered to upscale couples and singles seeking relaxation away from their busy schedules in mostly North American big cities. Now we’re branching out even more within our Live Aqua experience with Lat20 by Live Aqua Playa del Carmen, our first step into the adults-only all-inclusive luxury boutique market.”

Located on a bustling corner of Playa del Carmen’s famous Quinta Avenida, Lat20 by Live Aqua, which opened last year, was originally named Cacao but was renamed to reflect its geographical location – Playa del Carmen is at latitude 20 degrees.

A study in clean lines and minimalist architecture, the 60-room property (52 Deluxe Rooms, five Junior Suites and three Master Suites) will appeal to your hip media-savvy clients in search of a chic urban beach experience.

All rooms feature a 46-inch LCD TV, a coffeemaker, spacious wardrobes, safe and high-speed Internet. The Master Suites have a living room, double shower, iPod/ iPhone docking station, a balcony with a hot tub, two lounge chairs, patio furniture and views of Fifth Avenue.

The heart of the property can be found on the rooftop. Here guests will find themselves whiling away the daytime hours on Bali beds and loungers overlooking the infinity pool with a view of the Caribbean and the island of Cozumel, sipping cocktails served by the resident mixologist. In the evenings, the nightclub atmosphere echoes the funky beats of Quinta Avenida.

“This is a big step in a new direction for Grupo Posadas and its Fiesta Americana Resort Collection,” Gon-Ryan says. “With this flagship boutique property we’re taking our Live Aqua experience and distilling it to its essence – plus we’re creating properties that will definitely be imprinted with the local flavor of whatever destination they’re in.”

The Fiesta Americana Resort Collection includes Live Aqua Hotels and Resorts, Grand Fiesta Americana Hotels and Resorts, Fiesta Americana Hotels and Resorts and The Explorean by Fiesta Americana.

The new travel agent website, at , offers the latest information on the resorts, agent promotions and incentives, and tools and resources.

The company is offering a cash incentive program for travel agents on approved stays at the Live Aqua Cancun, the Fiesta Americana Grand properties and the Fiesta Americana hotels and resorts. The program rewards up to $50 for three- to five-night bookings or $100 for bookings of six or more nights.

Visit  to join the program.

Who to Target

The Lat20 by Live Aqua Playa del Carmen is an adults-only, all-inclusive hotel that caters to young singles and couples in search of a hip property in the heart of the action. The property is Fiesta Americana Resort Collection's first foray into the adults-only, all inclusive boutique segment - so clients who appreciate the company's other resorts might want to try this new brand.

With only 60 guest rooms and suites. it's a much smaller property than most resorts in the Cancun/Riviera Maya area. Although the hotel is not directly on the beach, shuttles transport guests to a nearby beach club.

"Playa del Carmen has evolved from a fishing village to an enclave of bohemian-flavored luxury [properties] attracting a younger, wealthier, cosmopolitan tourist from North America. Europe, South America and even our domestic market,'" says Ane Gon-Ryan, director of sales for Fiesta Americana Resort Collection. "This is precisely the audience we're targeting with Live Aqua and the experience we're offering through our service.decor. ambiance and cuisine. It's all about the details."


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Vacation Agent Magazine

A version of this article appears in print in the April 2016 issue of Vacation Agent Magazine.