In this context, Travel2latam spoke with Leonel Reyes, Sales Director for Latin America at RCD Hotels.
What is RCD's business vision regarding feed markets?
The reality is that for all companies in markets as touristic as the one we are in, their main market is and will always be the American market. It has the greatest potential, the largest and the most important amounts in any market. More than 50% of our company is focused on the American market.
Latin America represents 25%, including Mexico, Central and South America, which make up 12%. RCD's vision is simply to be able to take that 12% and reaffirm it. It is a market in which we are working attentively to the needs of the people.
We have a product with certain characteristics, with certain rates, we are aware of this and we are not going to deny the essence of what the company is, the brand and what we offer and sell, but at the same time we know that there is a segment in Latin America that is looking for the product that we have. So it is important to focus and align ourselves on a product, a client, and based on that work on the needs of Latin Americans in order to offer them our product.
Does the diversification of destinations respond to the objective of satisfying all tastes and needs?
Exactly, for all needs and tastes. And something super important is that RCD has approximately 50% repeat customers. So this generates and forces us to continue growing if we want to keep that customer, because they come and demand growth in the renovations at our current properties, because they have already come to Hard Rock Punta Cana, Hard Rock Puerto Vallarta or UNICO three, four or five times, but now they want more.
So now we are going to offer them another destination so that they can generate the same experience in a new hotel, an established hotel, with festivals, and thus the other experiences within UNICO will be generated.
This is the main reason why we continue to grow, implementing new brands and destinations, and keeping the portfolio at home, because the customer likes RCD. It is proven that they return and we want to continue to maintain that loyal and captive customer within.
Do you have any loyalty program?
We have something for all types of clients. For our travel agents, we have our Amplified Rewards, where they collect points and money, and generate nights through promotions.
Tomorrow we will present the Best Amplifier of the Year, who earned an extra $12,000 on top of his salary in sales and normal commissions just for selling an RCD brand.
So the truth is that we try to respect all sales channels because they are important, they all generate a benefit for us and it is an art to try to make them all coexist so that each one continues to grow, respecting each other and winning, both the end customer and the intermediary channels and obviously the company.
What does AVA stand for RCA?
Ava represents tremendous satisfaction for the president and owners, because it is our first brand that has that luxury, comfort and size of property. After having 600 rooms with UNICO, we moved to 1,600 with our own brand, which does not have international support. It is 100% supported by a hard-working sales team, and seeing the occupancy makes us proud.
We had Pepsi, a brand that was in the soft opening, that took the risk of being part of that challenge and just came out two days before we entered Fam Fest Latam. So the truth is that we are experiencing these same challenges in the operation today, Pepsi experienced it, a brand with which we went towards something new, we had to take risks and they were totally satisfied.
Is responsible tourism an important selling point for AVA?
Definitely. I believe that sustainability and caring for the environment is an important value for the company today, but for Ava in particular, it is one of the pillars that sustains the brand.