All Inclusive Collection's announcement of a fifth Hard Rock, this time in Los Cabos, is part and parcel of a larger expansion, with the company planning to add 2,900 rooms to its portfolio of resorts in the next two years.
"As of right now we have plans for another Hard Rock property of 1,800 rooms in Riviera Maya/Cancun area and are also in the process of finalizing plans for a 200-room city property in the Caribbean," said Frank Maduro, vice president of marketing for All Inclusive Collection, adding that further details would be disclosed at a later date.
The expansion, he said, is a result of strong demand, with the company having experienced double-digit growth in 2014, its best year ever since its debut in January 2012. "We are actually facing a room shortage, thus the aggressive expansion plans," Maduro said. "Business in 2015 is pacing ahead of last year, so needless to say we are thrilled."
Like its existing portfolio of properties in Mexico and the Dominican Republic, the Los Cabos resort will distinguish itself with the myriad bells and whistles of the Hard Rock brand. "We will introduce many unique amenities and high-end features, but our biggest differentiation is our brand," Maduro said. "Our motto is to deliver an authentic experience that rocks all day all night in an all-inclusive environment."
Beyond that, the Los Cabos property, which is set to open next year, will distinguish itself in several other ways. For starters, it will be the first full-service property to debut in the exclusive 1,500-acre Diamante Cabo San Lucas resort community, home to El Cardonal, Tiger Woods' first championship course, and the Dunes Course, designed by Davis Love III
"The project will now have 200 to 300 additional rooms, putting the total close to 900," said Maduro. "All rooms will have ocean views, which is unheard of for a property of this size."
Also, the resort's pool will be the largest of any existing All Inclusive Collection Hard Rock resort. "We are looking at all the details for this property, including ballroom spaces with outdoor views - no one has that in the destination."
While the Los Cabos property is expected to primarily attract guests from the U.S. with a strong emphasis on the West Coast, as well as Canada, Maduro noted that All Inclusive Collection is attracting a diverse group of travelers from around the globe. "The biggest markets are the U.S. and Canada but Latin America and the U.K. are strong markets for us as well," he said. "We are very well diversified in our business mix between leisure, meetings and incentives, and repeat clients."
On the leisure side, Maduro said All Inclusive Collection has experienced huge growth in the destination weddings segment. "We have seen a 40 percent increase in our destination wedding business year over year."
The company also continues to distinguish itself with its robust array of promotions. "The driving force of our promotions continues to be the $1,800 resort credit," Maduro said. "We also recently launched a very unique amenity for kids and adults called Music Lab." Music Lab is a music experience available at Hard Rock Hotel Cancun and Hard Rock Hotel Riviera Maya. Designed for guests 12 and older, Music Lab features four distinct classes: Jam Band, Spin Session, RockTube and Studio Time.
All Inclusive Collection also continues to provide travel agents that sell its properties with an arsenal of programs. "We have a whole slew of travel agent incentives and programs surrounding our AMPED agent," Maduro said, adding that travel advisors can log on to allinagents.com for more details. "These range from free stay opportunities, bonus commission, dedicated sale managers, marketing materials to exclusive perks for their clients."
On the leisure side, 90 percent of All Inclusive Collection's business is derived from the travel agent community. "Travel agents are the backbone of our business and without them we would not be experiencing the success that we have," said Maduro. "The more time and resources we spend with travel agents the greater the return. They are our pulse to what clients want, and their suggestions keep us evolving as a brand."
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