The Iberostar Playa Mita, which has only been open since December, received the AAA Four Diamond rating, AAA's second-highest rating for hotels and restaurants.
"That was our key objective with this hotel," said John Long, Iberostar's vice president of sales and marketing.
All told, the company now has six Four Diamond properties, including Iberostar Grand Hotel Paraíso, Iberostar Paraíso Maya and Iberostar Cancun in the region as well as Iberostar Grand Hotel Rose Hall and Iberostar Rose Hall Suites in Jamaica.
Long said the 452-room Playa Mita property received the four-diamond rating for a variety of reasons. "The layout of the property itself is very inviting, with incredible views from every angle because it's built on a cliff overlooking the Pacific Ocean," he said. "So you've got mountain and sea views around you."
The resort also met AAA's strict requirements for public areas and rooms. "We made sure we had everything they could possibly look for - and then went even further with this incredible setting that complements the services that the hotel has to offer," Long said.
Long said the property, which is Iberostar's first on the Mexican coast, hasn't experienced a full high season so it has yet to reach its growth potential, but he is confident that the allure of the region will incentivize travelers to visit.
For their part, the Riviera Maya, Cancun and Cozumel are thriving. "We're doing over 20 percent higher than what we had anticipated," Long said. "Mexico is back and things are going really well for us there."
He attributed the boost to "the economy, the amount of airlift and the attractive pricing that Mexico offers for what you get in return." Also, any lingering perceptions having to do with safety have greatly have virtually disappeared, Long said.
Iberostar, meanwhile, is working hard to ensure that Playa Mita is top of mind with travel agents. It has conducted independent agent fam trips earlier this year and is also offering fams in conjunction with tour operators.
Long recommends that agents visit the website to find out about Iberostar's latest promotions "We're constantly updating the site," he said, adding that Iberostar is offering Lobster Grams, which provides deliveries of fresh seafood and meats, for Playa Mita bookings. "That's a program that we started a few years back with the Grand Collection resorts and now we're including the Iberostar Playa Mita."
Agents that book weddings this year that take place in 2014 will receive $50 gift cards, and couples will receive complimentary three-night anniversary stays.
The company also has a new site for its 50,000-square-foot Cancun Peninsula Convention Center, which adjoins the Iberostar Cancun and is the only oceanfront convention center in Cancun.
Additionally, Iberostar is continuing to offer its kids stay free promotion - and without blackout dates.
"We're definitely doing everything we can to train the agents on how to sell our products," Long said.
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