PHOTO: Adam Stuart CEO Sandals Resorts

Specialization is the keystone of today’s all-inclusive resort segment. Even within this hospitality category, where the defining characteristic is an inviolable standard of one price, up front, for accommodations, meals and activities, today’s travelers demand the ability to customize nearly every element of the experience, from food, to accommodations, to activities.

The brands and properties that recognize travelers’ diverse vacation desires and offer finely crafted amenities, facilities and services that fulfill vacationers’ travel dreams have established the all-inclusive category as a growing, lucrative industry sector.

Travel agents who sell all-inclusive vacations are challenged in the same way. To create success with today’s travelers, agents must be able to hone their personal talents and experiences to offer clients services that focus on their specific vacation needs.

We spoke with several key executives at leading all-inclusive resort companies to uncover their top strategies for travel agents seeking to expand their all-inclusive sales. Each of the officials represents one of the leading all-inclusive brands, albeit each brand features its own orientation, style and image among its clientele. These top hospitality experts suggest that travel agent professionals seek to distinguish themselves in much the same way.

VA: What are the most important developments in the all-inclusive resort segment? How do your properties reflect these trends?

Adam Stewart, CEO, Sandals Resorts International: “Much has been made about the move toward luxury in the all-inclusive resort category; it’s a direction we have been aggressively pursuing since 2007. Serious investment has been made to court the well-traveled luxury client who may not have considered an all-inclusive resort before and to surprise and delight an aspirational audience.

“Customization is central to providing guests with a luxury experience. They want an experience that meets their individual needs and desires. We offer many dining choices at each resort with the Discovery Dining program [and] elevated service programs with Club Sandals concierge and Butler Elite service. Our entire bridal program was revamped to put the bride and her individuality at the center of the experience.

“Sandals LaSource Grenada Resort & Spa, which opened late last year, reflects this best,” said Adam Stewart. “Sandals LaSource is located on the unspoiled island of Grenada. This is no accident. All Sandals Resorts begin with the destination and the beach. This property is considerate of a luxury traveler who wants a fabulous destination, not far from the airport, that sits on an amazing beach.”

Frank Maduro, vice president of marketing for All Inclusive Collection: “The all-inclusive concept has evolved tremendously over the past 10 years. Clients are expecting more amenities, better quality and dedicated service. They have also come to expect unique amenities and programs for travelers of every age.

“At Hard Rock Hotels, we’re meeting these expectations with several amenities. The ‘Sound of Your Stay’ program is a free, all-encompassing, music amenity program providing travelers with access to a Music Lab designed for kids of all ages. The four sections – Jam Band, Spin Session, RockTube and My Tracks - offer our guests an unmatched, all-inclusive, music-filled experience.

“We also host world-class entertainment, with recent performers including Rihanna, Snoop Dogg, Enrique Iglesias and Lady Antebellum.”

Zein Nakash, vice president of marketing and environmental affairs at SuperClubs: “We think the most important development in the all-inclusive resort segment is more dining options and room categories. This year, at Breezes Bahamas, we renovated our main dining room, Banana Boat, and added two new dinner options for guests: Munasan, featuring customary Japanese cuisine with local Bahamian flavors, and reggae café, offering oceanside casual island cuisine under the stars.”

Kevin Froemming, executive vice president and chief marketing officer of Playa Hotels & Resorts: “Customers’ expectations are evolving to anticipate a higher level of service, more dining options, more sophisticated amenities and outstanding personalized service. They are seeking brands that not only provide a great value, but deliver a five-star experience.

“At our resorts, we pay close attention to what our customers want, and surprise them by going a step further with our service-from-the-heart philosophy, our creative dining options and our extraordinary facilities.

“We aim to surprise, delight and exceed their expectations of what a five-star all-inclusive vacation can be. We do this by continuous and rigorous training of staff. We encourage our staff to go further for the guest, to pay particular attention to details that can enhance the guest experience, to make anything an activity.”

Kathy Halpern, vice president of sales and marketing for Palace Resorts: “Discerning travelers are seeking and expecting more variety from an all-inclusive resort. They want a well-rounded experience that provides them with a higher quality offering.

“Palace Resorts continually seeks opportunities to improve our services. By enhancing our offerings, we are catering to various audiences and expanding our reach. We are a company that continually reinvents itself. We are investing millions of dollars in order to further enhance our already stellar offerings.

“Moon Palace Golf & Spa Resort, the brand’s signature property, is the largest in Cancun and recently completed a $100 million renovation. The brand also recently expanded Moon Palace’s meetings and events capabilities with the creation of a 140,000-square-foot convention center, Moon Palace Arena.”

VA: What are the most important elements that an upscale all-inclusive resort should offer to its guests?

Frank Maduro: “Upscale all-inclusives need to ensure that the guest experience begins the moment they walk through the door. Guestrooms and dining are key differentiators for high-end property experiences. Additionally, room amenities need to trump what the traveler has at home and the dining must be at par with big-city restaurants.”

Kevin Froemming: “It’s the people who make a difference. It takes a special kind of service-focused staff to notice the little things, like helping a child with his toy, or carrying a guest’s plate of food from the food display or simply smiling and placing a hand over the heart as a sign of welcome.“

Gordon “Butch” Stewart, chairman and founder, Sandals: “Quality, choice, style and most importantly, uncompromised service.

“We are proud of our tradition of innovation in the segment and we have consistently worked to expand our offerings, but more is only better if it’s quality. Take our watersports program. We operate the largest PADI program in the Caribbean. Our boats are the best money can buy and we offer expert instruction.

“Our dining program is the same. We have invested mightily in bringing chefs from all over the world to our resorts to ensure that the regional cuisines we serve are authentic, perfect renditions of the flavors and preparation of the countries from which they hail. I have been told that the escargot served at Sandals LaSource is on par with the best Parisian restaurants and I take tremendous pleasure in that.”

VA: What strategies should travel agents employ to successfully sell all-inclusive resort vacations?

Gary Sadler, senior vice president of sales, Unique Vacation Inc., an affiliate of Sandals Resorts International: “Travel agents expert in the art of selling do three things consistently. First, they understand the product. Successful agents specialize and are uniquely qualified to match the right hotel with the right client because they know the product intimately. This is why Sandals Resorts invests as heavily as we do in agent education.

Second, they deliver service. Qualifying a customer is really about delivering excellent customer service and it begins with asking questions. Third, they ask for the sale. It may seem elementary, but agents who sell successfully are trained to ask for the sale. Many agents are not accustomed or perhaps uncomfortable with this crucial step but, once an agent has satisfied the client’s concerns, close the sale by asking for the business.”

Zein Nakash: “We think it’s important that agents familiarize themselves with specific products by visiting as many resorts as possible. There is no better way to sell than through firsthand experience. With this knowledge agents are better equipped to answer questions from clients about hotel specifics, what clientele it draws, the destination itself, etc. Brochures and websites can go ONLY so far from an educational standpoint. We believe that the best recommendations come from staying, doing and seeing.”

Kevin Froemming: “It’s essential that they visit the resorts and the destinations firsthand, and thus can speak to their clients from a point of knowledge. Firsthand knowledge is the single largest advantage that travel agents have over OTAs.

Frank Maduro: “The most important strategy is to select a small group of partners that travel agents know intimately — versus offering to many partners they don’t know as well. Once travel agents decide on partners, it’s crucial to take the time to learn the product and curate key contacts that will help throughout the partnership. Next, it’s important to qualify clients in order to match them to the right property.”

Frank Corzo, vice president, U.S. field sales, Palace Resorts: “Palace Resorts recommends that agents brand themselves as specialists and experts via the company’s PRO program. Agents can then develop a consumer-based product event that brings together their potential customers in one setting.

“We believe training and education are the fundamental keys to success for agents. The most successful agents are those who specialize in the product. We want (and help) agents achieve their own personal sales goals.”