Last updated: 11:14 AM ET, Wed July 01 2015

Hard Rock VIP Program Meets With Strong Demand

Hotel & Resort | All-Inclusive Hard Rock Hotels | Claudette Covey | June 05, 2015

Hard Rock VIP Program Meets With Strong Demand

PHOTO: The successful VIP Program will soon be coming to the Hard Rock Hotel & Casino Punta Cana, pictured. (Courtesy of All Inclusive Collection)

Hard Rock’s All Inclusive Collection is reporting strong demand for its new Rock Royalty Level program, which provides guests with a generous number of VIP perks and amenities, including the services of personal assistants, priority reservations to special events, beachside champagne service, express luggage delivery and couples massages.

“The program has been very well received by both the trade and our guests,” said Frank Maduro, All Inclusive Collection’s vice president of marketing.

It was created based on guest feedback. “Our guests love our product but wanted an additional level of personalized service and amenities and would be willing to pay for this elevated experience, thus Rock Royalty was born,” he said.

The program is currently being offered at Hard Rock Hotel Riviera Maya, Hard Rock Hotel Vallarta and Hard Rock Hotel Cancun and is expected to be launched at Hard Rock Hotel & Casino Punta Cana soon. “We have been running a variation of this program for the past two years in our Punta Cana property with huge success,” Maduro said. “Based on this success we decided to roll it out at all our properties, as repeat guests began asking for it.”

The program will be also be rolled out with the debut of Hard Rock Hotel Los Cabos and Hard Rock Hotel Riviera Cancun, which are scheduled to debut in 2018.

To promote the program, All Inclusive Collection recently surprised 38 agents with three-night stays at the Hard Rock Hotel Riviera Maya and Hard Rock Hotel Vallarta so they could personally sample its offerings for themselves. “The agents were blown away by the delivery of their Rock Royalty Level stays,” says Maduro. “We hired musicians across the U.S. and Canada who personally delivered individual stays to travel agents.”

In Maduro’s estimation, seeing is believing. “Our thought process was simple; do the unexpected in the delivery of the stay and let the agents experience first-hand what it is like to live the life of rock royalty,” he said. “Once they experience it, we are confident they will recommend it to all their clients.”

Agent response to the program has been strong, Maduro said. “The travel agent community has been extremely supportive of this program as they realize clients are now demanding a higher level of personalized service at all-inclusive properties.”

Agents have played an integral role in the success of All Inclusive Collection’s Hard Rock properties. “We continue to support our travel partners, as the bulk of our business comes as a result of their efforts,” he said. “We want to make sure they take advantage of our dedicated sales force and support programs that make selling the all-inclusive Hard Rock Hotels easier. With our Amplified rewards program, agents can earn up to 19 percent commission when booking through their favorite tour operators.”

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