PHOTO: The swimming pool at The Pyramid, the ultra-luxurious property within the Grand Oasis complex in Cancun. (Courtesy of Oasis Hotels & Resorts)

Slowly but surely, Mexico is cementing its reputation as a luxury travel destination, with increasing numbers of travelers looking to capitalize on its ever-growing portfolio of upscale properties and authentic travel experiences.

Going forward, it appears that Mexico’s luxury picture will continue to brighten. “Resort brands continue to invest in Mexico either by building new luxury properties or upgrading existing ones,” said Gina Porter, a Nexion agent with Dallas-based Far and Away Luxury Destinations. “Competition throughout Mexico, along with continued visitor growth, keeps resorts pushing to improve and create niche markets for themselves.”

Luxury travelers are also taking note of the country’s formidable array of cultural, culinary and adventure offerings, all of which work toward creating highly experiential vacations. “Mexico offers something for everyone, and there are a variety of destinations within the country that offer amazing experiences,” says Cynthia Riggins, a Vacation.com agent with Acendas, based in Mission, Kans.

We asked travel agent Mexico experts for 10 tips to help increase your share of this lucrative market.

Determine the client’s very specific requirements. It is difficult indeed to successfully create luxury vacations to Mexico without first identifying the customer’s preferences. “There are so many luxury experiences in Mexico, and I find that if I take the time to understand what clients are expecting, I can provide them with options that will ‘wow’ them,” says Nora Blum with Travel Leaders in Maple Grove, Minn. “Part of my discovery process is asking new clients about previous travel experiences — both good and bad — to set a complete picture of what is important to them and also figure out what kinds of things would really impress them.”

The more specific the questions, the better the chances agents have in meeting with success. Erin Logsdon of Luxury Travel Works, a Travel Experts affiliate in Southborough, Mass., invariably asks questions that drill clients’ preferences down. They include: Do they love the beach, or do they prefer pools? Is swimming in the ocean important? What does a typical day look like when they are on a beach vacation? Are they looking to experience culture, or just stay at the resort?

Dispel negative perceptions. One ongoing obstacle to selling luxury travel to Mexico is lingering perceptions regarding safety issues and the quality of food and water. “If you can allay people’s fears, Mexico becomes easier to sell,” says Judy Nidetz of Travel Experts in Chicago. “People may not have been there for the past 15 or 20 years, and things have changed dramatically — even over the past five years.”

She finds one of the most effective ways in which to stanch client concern is to elaborate on her own personal experiences in Mexico. “I explain that top resorts have filtered water and are extremely careful about food preparations and cleanliness,” she says. In one instance, Nidetz even explained to a client how she saw staff at one resort on their hands and knees painstakingly rubbing the floors with bleach.

For her part, Adamarie King of Connoisseur’s Travel, a Travel Experts affiliate in Chicago, deals with clients’ concerns right out of the gate. If she is unable to dispel safety perceptions rather quickly, she will not push the issue. “It is not our job to talk clients into going to Mexico,” King says. “That fear may be irrational, but you cannot combat it very easily and in many cases are setting yourselves up for failure.”

Be specific about resort features and amenities. It certainly never hurts to point out specific details that will add dimension to the client’s resort experience.

PHOTO: The Viceroy Riviera Maya is another luxury option for clients. (Courtesy of Viceroy Hotels & Resorts)

Debbie Sebastian of Travel Leaders in Danville, Ky., points out that upscale resorts are far less likely to be overrun with kids. “This often makes the pool and beach areas more pleasant for adult clients,” she says. Sebastian also shows clients pictures that illustrate the difference in quality between pool chairs at luxury and budget-oriented resorts.

On the dining front, Sebastian details the plentitude of à la carte culinary options. “With luxury properties in Mexico, you have more dining choices that are not buffet-style,” she said. “Perhaps clients will have options for a buffet for breakfast and/or lunch that are acceptable, but the evening dining is a much better experience.”

She and her agents also make sure clients know that they’ll typically find high-caliber wines and spirits at luxury resorts. “When we discuss house brands versus top shelf, that often makes a difference,” she says. “Luxury properties in Mexico also include a better wine list for dinner parings.”

Last but not least, Sebastian spells out some of the specific spa offerings.

Suggest villa vacations, particularly for families. In Riggins’ experience, villa rentals are ideally suited for families and multigenerational groups looking for more luxurious vacation experiences in Mexico. “Villa properties offer a ‘home-away-from-home’ atmosphere catering to families looking for togetherness,” she says. She also notes that Mexico offers families a host of appealing beach activities, as well as zip-lining, ATVing and golfing.”

Promote boutique properties. Mexico boasts a huge inventory of boutique hotels, many of which offer travelers luxurious vacation experiences. “We show clients boutique properties that are very plush and not your run-of-the-mill resorts,” says Alex Kutin of Travel Leaders in Indianapolis. “These resorts also offer superior spa packages and personalized service with high staff-to-guest ratios, which is particularly appealing to luxury and affluent travelers.”

Sell convenience. “Due to the high number of nonstop flights from the U.S. to Mexico, travelers can often be on the beach in time for a late lunch on their day of arrival, which truly maximizes their vacation time — making it great even for long weekends,” says Logsdon. And, once in the country, most of Mexico’s travel destinations offer easy access from the airport to the hotel. “Whether you are visiting the Caribbean or the Pacific coasts of Mexico, transfers from the airport to the hotel usually take less than 30 minutes,” says Porter.

Target foodies. Mexico’s culinary star continues to rise. In 2010 Mexican cuisine was named on the UNESCO World Heritage site list of intangibles — along with French cuisine. “Mexican food is perhaps one of the most misunderstood cuisines and is so much more than tacos,” says Riggins. “There are a variety of different cultures throughout Mexico, providing an amazing array of seafood, Mexican staple dishes and European-influenced foods. Several resorts in Mexico are culinary-themed and focus on the gourmet aspect of dining.”

King points to such destinations as Mexico City, Oaxaca, Merida, Puebla and San Miguel Allende as holding particular appeal for foodies. “Mexico is an amazing foodie destination and it keeps getting better,” she says, adding that she recommends that agents consider designing itineraries that incorporate food elements, as well as art.

Promote Mexico’s eclectic attractions and cultural offerings. Mexico arguably has much to recommend it when it comes to culture. In addition to its generous number of archaeological sites, the country features a rich and varied cultural heritage and thriving arts scene. “It’s not just about the beach in Mexico,” notes King, adding that such destinations as Mexico City, San Miguel de Allende and Oaxaca also feature thriving contemporary arts scenes. “They all offer super-deluxe accommodations and great specialist guides as well.”

Riggins suggests that agents whose clients are interested in Mexico’s history visit such destinations as San Miguel de Allende and Guanajuato.

Furthermore, each region of Mexico provides its own set of attractions and activities. “The Pacific Coast offers whale watching, world-class fishing, incredible sunsets and amazing fresh seafood,” says Porter. “On the Yucatan Peninsula, visitors can explore the Mayan ruins and enjoy cuisine inspired by this ancient culture. They can also discover the ‘sacred waters’ underground (cenotes), swim with the whale sharks and explore the second largest barrier reef in the world.”

Carefully vet guides, ground operators and destination management companies (DMCs). Quality guides, ground operators and DMCs can unquestionably provide an added measure of luxury to the Mexican vacation. But ground partners who offer less-than-stellar services can obviously detract from the quality of a trip. “Agents should always ask detailed questions about the guides, the transportation, roads and impromptu dining venues and such,” says King.

Blog about it. There’s certainly much to be said for painting a picture for clients, which is exactly what Terry Denton has accomplished in his blog posts on luxury properties in Mexico (travelbyterry.wordpress.com). “I have attempted to create an appetite for luxury properties in Mexico by introducing the public to some of the unique features of the top resorts through my blog,” says Denton, president of Travel Leaders agencies in Colleyville, Fort Worth, Rowlett and Tyler, Texas. “Luxury travel is experiential and, as such, the presentation needs to emphasize that audience’s priorities, such as wellness, fine dining, spa treatments and exclusivity,” says Denton.

He has written posts about Rosewood Hotels’ three properties in Mexico and created a Crème de Mexico series that include his thoughts on the top five resorts in Cancun, Riviera Maya, Los Cabos and Riviera Nayarit. Zoëtry in Motion, meanwhile, details the properties in AMResorts’ Zoëtry Wellness & Spa Resorts luxury brand.

“I think creating original content that resonates with that audience is an effective way to stimulate interest,” he says.