Karisma Hotels & Resorts: themed properties with a redefined all-inclusive service

Travel2latam talked about the hotel company's news, main markets, promotion and differentials compared to the competition with Pablo Jaitman, Vice President of Sales and Marketing of Mexico Latin America for Karisma Hotels & Resorts.

What is Karisma's situation currently?

Karisma is a hotel group that has been in the industry for several years. It started with an idea for an investment project with its own hotels in Riviera Maya in Mexico, and then expanded to the Dominican Republic, Jamaica, and even Europe. Now we have a strong growth plan with new destinations. 

Last year was a challenge for the hospitality and travel industry in general. The company reconfigured itself, opted for new technology and embraced some hotel brands in particular with exclusive agreements, for example, the Nickelodeon hotels in the region and Margaritaville, a fairly new brand that we are introducing. We modernized, we opted for new channels and closed alliances with brands. 

Furthermore, our chain has always been characterized as a leader in America, with a strong presence in the United States. Now we are giving more priority to the Latin American market, such as Argentina, Brazil, Chile, Colombia, the Dominican Republic and Mexico, where we have local clients who travel to hotels in those countries. 

Does brand diversification respond to traveler trends?

Yes, they are brands that represent concepts and experiences. They are themed hotels where, for example, Nickelodeon is very focused on families and children, with characters and activities customized for that type of audience. In the case of Margaritaville, it targets both families and adults, and a luxury beach experience.

Obviously, to please people with their new preferences, we are involved in the world of all-inclusive. We have beach resorts in strategic locations, but with special and themed concepts, being a different experience from the traditional all-inclusive. 

When you talk about technology and being up to date at the service of customers, what do you mean? 

Regarding communication, we are improving all our digital assets as a chain and the channels so that the client can contact us and quote their stay; referring not only to the end user, but to the travel agency, it is part of our network of active clients. As with airlines, we are a large dynamic inventory where we have the challenge of delivering price and availability as spaces within the hotels are occupied. We are improving this connection technology to make it easier and faster to make purchases and access our hotel offers.

In terms of guest experience in the destination, hotels in general have changed a lot. The in-room services have technology where all the information is on a screen, and where you can do your room service directly from an app. All lighting management within the room, and even the butlers are connected through these digital channels.

What are your main markets and why? 

Mexico is a very strong market and is due to the natural demand of Mexicans due to the number of inhabitants and movement of the economy, and because having hotels in the Riviera Maya means traveling within the same country. Mexicans travel several times a year, their average stay is 3 or 4 nights, versus 7 or 8 for Brazilians, Argentinians or Chileans. We also have an interesting market in the Dominican Republic. The same Dominican who lives in Santo Domingo is going by land to Punta Cana for the weekend. 

Then follow Argentina, Colombia and Brazil, by number of passengers and times they travel due to air connectivity and inhabitants in those countries. Despite crises, the dollar, inflation and/or political instability, people continue investing in travel, in enjoying themselves.

What are the main objectives of the hotel?

The first objective is to grow in occupancy with the arrival of new clients who know us through a page or travel agency, and direct clients who arrive by purchasing through one of our channels or influencers, who directly link the hotel with the user. 

The tour operator and wholesaler continue to be our natural market, they are strategic partners in each of the countries with which we do the most business. We are renewing contracts and updating commercial conditions, incentives and marketing plans. 

We want to publicize and grow the Margaritaville brand. The properties are marvelous in terms of infrastructure, concept and service, but they are not that well known. We seek to make the end customer fall in love, improve the loyalty and rating they give to the experience of our hotels, and also grow destinations that are less known. 

On the travel agent's side, we think it is important to have a rewards and incentive program for them to make online reservations. On the other hand, as a chain we have a members club called Prestige, where people from all over the world are invited and offered a package with exclusive benefits from different categories. 

What can you tell me about the new properties?

We had openings such as Margaritaville Belize and Margaritaville Riviera Maya in 2023. They are still new hotels and we are pushing so that obviously all Spanish-speaking countries know them. Margaritaville Riviera Maya is the most recent hotel to open, with the Gourmet Inclusive adults-only model. It is a hotel that has everything; consumption centers, entertainment spaces, rooms with sea views. 

On the other hand, we have two or three projects that will have their official opening date at the beginning of 2025. The beach resorts will be linked to the Margaritaville brand, with a luxury hotel located on the beach in a destination that we are developing together with government entities. In addition, we have a project in the United States that we cannot yet say the location, name or concept, but we will soon make a great communication to the entire industry. It is a long-awaited and highly desired hotel for us. 

What type of promotional strategies or plans do they carry out?

We mainly talk about the chain, the concepts and why we believe we are different. We consider ourselves leaders within the tourism industry in Latin America, and we have experience hotels with great brands. We talk about the locations we are in and why the experience at our hotels is unique.

We go hand in hand with travel agencies, whether online or offline, traditional, wholesale or retail. We are embracing this segment as multichannel and “multicountry.” Our strategy is not to go with a single market, but to open up to Latin countries and offer attractive commercial conditions to each of them.

Why should you choose them over other hotels?

Because we are pioneers in redefining the concept of all-inclusive. We raised it to Gourmet Inclusive because the all-inclusive was trite from the configuration of the hotels, the way the buildings were made, the delivery of food and drinks and the provision of the service. We are relaxed and accessible luxury hotels. We have a very high level, without needing to be very expensive. We are Latinos for Latinos, not a global chain that does not understand the needs, tastes and demands of Latin Americans. We prioritize service and we are truly interested in delighting the user so that they can return. Those are the differences, along with our thematic concept, which attracts attention because it attracts the client to try a non-traditional experience.