Solmar Hotels & Resorts boosts its transformation with strategic investments and a focus on international markets

What are the main new features that Solmar Hotels & Resorts is presenting at this 2025 Tourism Fair?

On the occasion of the company's 50th anniversary, Solmar Hotels & Resorts announced significant infrastructure advancements. Construction began on two new buildings at Pacific Dunes, and the renovation of the Playa Grande Resort began in April. The first phase, which includes four buildings, will be completed in September. The project will then take a break during the high season before resuming the next phase in April of next year.

How has occupancy evolved and from which markets do your main visitors come?

The priority market remains the United States, especially the states of California and Texas. However, the European segment has shown significant growth this year. The company even exceeded its first-quarter budget projections, confirming a solid positive trend.

What changes have you implemented in the gastronomic offerings of your resorts?

The culinary offering has been revamped with the opening of a new sports bar at Pacific Dunes and significant improvements in food and beverage presentation at all of the group's restaurants. Each property has a master chef and a corporate chef, elevating culinary quality and creativity. This transformation is already reflected in TripAdvisor's rankings, where several of the group's restaurants appear at the top.

Have you made any changes to your golf course or related strategies?

The group has developed "stay and play" packages and established partnerships with resorts such as Hard Rock, Nobu Hotel, and Pueblo Bonito to share the golf course. Although these resorts are competitors, Solmar's strategy is based on inclusion, allowing players from other hotels to also use its facilities, without forcing them to stay at its properties.

What motivated the rebranding process of the Solmar brand?

The brand identity hadn't changed in two decades. With the arrival of Charo Boulness as chairwoman, the decision was made to refresh the visual image without altering the name. The new logo retains the iconic "S" but has been modernized to reflect the company's evolution while respecting its legacy.

What is the employment relationship like within the company, considering its family structure?

Mauricio Salicrup expressed feeling like part of the family. He commented that Charo Boulness has a close relationship with its employees, and that the company stands out for its low turnover rate in the locations where it operates, demonstrating a healthy and stable organizational climate.

How do you work with travel advisors and what training programs do you offer?

Solmar Hotels & Resorts works with FITURCA to organize family trips and other promotional activities. It also offers an online training program for travel advisors, supervised by Fernando, who validates responses and grants certifications. The commission structure is currently being updated to improve the value proposition for this channel.

What initiatives do you have to support local suppliers and the community?

The company prioritizes working with local suppliers. Only when the required products or services are unavailable do they turn to state or federal suppliers. This strategy seeks to strengthen the local economy, recognizing that many supplier companies emerged thanks to Solmar's drive 50 years ago.

What plans do you have for the meetings and events (MICE) segment?

Playa Grande Hotel currently offers facilities for the MICE segment. Additionally, construction is underway on a convention center at Pacific Dunes, scheduled to open in mid-2026. It will have capacity for 3,500 people, positioning it as a competitive venue in the region.

What is the current ratio between the timeshare model and the traditional hotel model at your properties?

The operating model remains balanced, with a 50/50 split between timeshare and traditional hotels. This allows for greater flexibility to serve different market segments.