This article originally appeared in the July issue of AGENTatHOME magazine.?Subscribe here to receive your free copy each month.
As the all-inclusive resort segment continues to evolve, savvy travel advisors are changing right along with it ¨C by fine-tuning their marketing and sales strategies to make the most of the industry¡¯s latest initiatives and offerings.
"All-inclusive resorts have undergone significant transformations,¡± said John Lovell, the former president of Travel Leaders Network, who recently transitioned to a role in the cruise industry. ¡°The focus has shifted from the traditional, hotel-stay-only model to luxurious and innovative concepts, catering to a broader range of preferences and expectations.¡±
Emphasizing Experiences
Lovell praised the variety of new experiences available at today¡¯s all-inclusive properties. ¡°Many brands have introduced new concepts, such as wellness-focused programs, culinary partnerships with renowned chefs and experiential activities such as eco-tourism adventures,¡± he said.
"One standout innovation is the inclusion of immersive cultural experiences, allowing guests to connect with the unique culture in a particular destination.¡±
Damon Spady, owner of Damon¡¯s Getaways, agreed about the importance of new offerings in the space.
"All-inclusive resorts have shifted their focus toward luxury and personalization,¡± he said. ¡°They¡¯re also targeting specific niches. Elevated culinary offerings satisfy foodie travelers, while a new emphasis on wellness and sustainability attracts guests [who are] passionate about those lifestyles.¡±
Dispelling Misconceptions
"A common misconception is that all-inclusive resorts lack quality or uniqueness,¡± Lovell said. ¡°To address this, it¡¯s essential to educate clients about the expansive range of options available, from gourmet dining to exclusive activities.¡±
Spady of Damon¡¯s Getaways also stressed the need to update clients about the nuts and bolts of the all-inclusive concept.
"I prioritize education with my clients,¡± he said. ¡°I know their preferences, I¡¯m honest, and I set expectations. I sell the complete all-inclusive experience ¨C not just the resort features.¡±
Michele Bridges, owner of Bridges Worldwide Travel, had a similar take: ¡°The biggest misconception is that every all-inclusive is the same ¨C with the same type of food, same type of accommodations, same type of amenities ¨C and that¡¯s definitely not true.¡±
A Broadening Market
"There is no ¡®all-inclusive¡¯ type of client anymore ¨C all-inclusive [resorts] have evolved to match all clients,¡± Bridges added. ¡°You just need to know how to match and qualify the right one to the client.¡±
"The demand for all-inclusive resorts is diverse, spanning families, couples and groups of friends,¡± Lovell said. ¡°We have clients from high-end travelers to more value-conscious millennials.¡±
Spady said he targets multiple demographics, noting that all-inclusives are popular with couples and honeymooners, as well as families with children, destination weddings, groups and those looking for adults-only experiences.
Enticing High-End Clients
Big-budget travelers can find lots to love in an all-inclusive vacation, Spady said.
"What was once viewed as a budget-friendly, one-size-fits-all option has evolved into a sophisticated, experience-rich alternative to traditional luxury travel,¡± he said.
Lovell recommended emphasizing specific features when communicating with luxury-seeking clients.
"Appealing to high-end travelers by emphasizing exclusivity, bespoke services and sophisticated design has definitely changed the category¡¯s perception,¡± he said.
Bridges also suggested offering indulgent experiences to these clients, noting that advisors could consider adding in Michelin-starred restaurants and magical experiences, like dining in a cenote while being serenaded by a violin, or booking personal butlers who put sliced cucumbers on your eyes while you lay poolside.
"These are the lavish extras that my high-end travelers can experience,¡± she said.
Understanding Your Client
As with any type of travel, qualifying clients is crucial.
"To successfully sell all-inclusive resorts, it¡¯s vital to understand your clients¡¯ priorities,¡± said John Lovell.
"Emphasize the value of what¡¯s included, and tailor recommendations to match their interests.¡±
Damon Spady of Damon¡¯s Getaways recommended recognizing what makes each client and resort unique.
"Match the right resort to the right client through careful listening, education and expectation-setting,¡± he said. ¡°Stay engaged with the client before, during and after the trip.¡±
For the latest travel news, updates and deals, subscribe to the daily TravelPulse newsletter.
Topics From This Article to Explore
