The Barceló Maya Colonial is just a part of the Barceló Maya Grand Resort’s extensive acreage. Credits: Edgardo Contreras

Given the prominence of tech trends in the meetings industry, mention of the “AI” acronym will often bring artificial intelligence to mind. But longtime planners, particularly in the incentive space, may well think “all-inclusive” instead. These kinds of properties, which were relatively rare in the ‘80s, have become the norm in many destinations across the Caribbean and Mexico, and continue to beckon groups with a convenient pricing structure and slew of recreational amenities.

“Over the last five years, AIs have increased in popularity for incentive trips because the corporate budget owner enjoys knowing that their budget is fixed and that it won’t vary depending on how long the bar is open and how many drinks people consume,” observes Mike May, president of Brightspot, a meeting and incentive travel company based in Irving, Texas.

While all AI resorts afford this budgetary advantage, not all cater equally well to the group market. May, who is also the 2018 Chairman of the Incentive Research Foundation (IRF), notes that “some brands really focus on leisure travelers and the honeymoon market, and there are others that put a greater focus on meetings and corporate incentives. That’s indicated by whether they have a corporate sales department, exhibit at IMEX,” and so on. There is also significant variance in the price point, from a moderately priced brand such as Hard Rock Hotels to the five-star properties under the Grand Velas flag. And there is variance in the AI packages that resorts offer.

“Your basic AIs include rooms, all meals, alcohol and Wi-Fi,” says Doug Fields, president of The Fields Group Inc., a meeting and incentive travel company based in Carmel, Indiana. “Then a step up would include all that, plus any setup fees for events.”

Naturally, it is the latter kind of package that is more desirable for groups, and those properties that are focused on the meetings market tend to add more meetings-related items in their AI pricing, such as meal breaks. Per-person setup charges are typically not included, however. “You may be able to ask that the service charges be waived,” May advises, and depending on the location of the break and labor involved, the property may agree to do so. Indeed, a planner’s accepting an AI package does not preclude further negotiation. Fields has negotiated for complimentary site visits, discounted room rates for staff, suite upgrades for VIPs and more.

“Your basic AIs include rooms, all meals, alcohol and Wi-Fi. Then a step up would include all that plus any setup fees for events.”
— Doug Fields

When it comes to meal packages, an offer that sounds great initially may be limited in certain ways that are important to bear in mind. First, the selection of onsite restaurants may be lacking in variety.

“If a hotel is built from the ground up as an AI, they usually have more restaurant outlets that are smaller footprints, whereas an EP (European property, with a la carte pricing) hotel that adds an AI service usually has fewer restaurants,” May explains. “So from an attendee experience standpoint, I think that’s an important distinction, because if I’m at an EP hotel and they say it’s AI, I might go back to the same central restaurant multiple times, which may not be as interesting as if I’m at an AI hotel that has an Italian restaurant, a Mexican restaurant, Caribbean restaurant,” and so on. Second, May points out that the meal package may not include drinks and snacks consumed outside of the restaurants, or it will include them, but only while the restaurants are open. These limitations are important to note, as they can impact the bottom line for the event.

Fortunately for planners, the booking options within AI spaces are growing, making it more likely that the right combination of quality and pricing can be found. May cites The Grand at Moon Palace, a 1,326-room AI resort in Cancun, and the nearly 450-room UNICO 20°87° Hotel Riviera Maya as examples of attractive new entrants into the market. Clearly focused on the meetings market, The Grand recently hosted the IRF invitational for about 200 meeting planners, both third party and corporate. UNICO 20°87°, says May, has “expanded the definition of AI to include complimentary spa services, beauty salon services and activities. We did a Brightspot client retreat there last fall, and it was very well received.”
Following is an overview of major hoteliers in the AI space that cater to meeting groups in addition to the leisure market, including some of the latest developments that keep these brands at the forefront of the AI marketplace.

Barceló Hotel Group

Established in Palma de Mallorca, Spain in 1931, Barceló owns or manages more than 109 properties and 33,000 rooms in 20 countries. The company has a strong meetings focus and has established MeetBarcelo.com as a one-stop shop for all planning needs, including detailed property information.

An exemplary AI resort under the company’s Occidental Hotels & Resorts brand is Occidental at Xcaret Destination, located in Cancun, the popular Playa del Carmen and the Xcaret Eco-Archaeological Park. The resort recently completed an $11 million renovation on all 765 guest rooms, the front desk, the sports bar, Le Buffet, Royal Level and Convention Center. The 3,350-sf Convention Center is complemented by an 1,100-capacity ballroom and intriguing outdoor function spaces such as the oceanfront Lighthouse — a Mayan ruin structure. Meeting packages at Occidental at Xcaret Destination include numerous concessions, such as private group check-in with welcome beverage; one comp room for every 25 rooms booked; one room upgrade for every 40 rooms booked; meeting space according to group size and basic coffee break; and one dinner including two hours for an international open bar, for groups with more than 51 rooms.

Another Barceló property with formidable meeting facilities is Barceló Bávaro Grand Resort, located in Punta Cana, Dominican Republic. The 1,991-room complex is home to one of the Dominican Republic’s largest conference centers at more than 50,000 sf, comprising 13 flexible meeting spaces. Property highlights include a PGA-rated, 18-hole golf course, a water park, four swimming pools, a 24-hour casino and a Las Vegas-style theater. From an F&B perspective, there is much variety here: 11 specialty restaurants, including Japanese, Mexican and Dominican cuisines.

For groups partial to Mexico’s Riviera Maya, the Barceló Maya Grand Resort is an ideal choice. Located near Cancun International Airport, the 2,700-plus-room property is comprised of the all-suite, AAA Four Diamond Barceló Maya Palace, the Barceló Maya Colonial & Tropical and the Barceló Maya Beach & Caribe. Fourteen new meeting spaces were recently added, giving the property a total of 70,000 sf of function space and 39 meeting rooms. Free-time diversions are plentiful, with 22 restaurants, three theaters, three water parks, shopping center and more onsite. Distinctive group experiences include Spanish language classes and Mayan coffee-making demonstrations.

Hard Rock Hotels

Hard Rock Hotels entered the AI market with the debut of the Hard Rock Hotel & Casino Punta Cana in the Dominican Republic. The All Inclusive Collection continues to grow today with the 639-room Hard Rock Hotel Los Cabos set to open next spring. The resort will offer 46,000 sf of meeting space along with six restaurants, five pools and various brand offerings such as a Rock Spa and a Body Rock fitness center.

Three Hard Rock Hotels AI properties were featured in Brightspot’s Meeting Planner Review of All-Inclusive Resorts, a listing of the staff’s preferred properties in the AI space. They include the Hard Rock Hotel Cancun, the Hard Rock Riviera Maya and the Hard Rock Hotel & Casino Punta Cana.

Sandals Resorts

With 16 properties on the beaches of the Caribbean, Sandals offers groups a variety of AI experiences to choose from. The brand is particularly well represented in Saint Lucia, an Eastern Caribbean island nation known for its volcanic beaches, reef-diving sites and rainforest. A fourth Sandals Resort broke ground this spring in St. Lucia. The property will feature 380 suites and joins the Sandals Regency La Toc, Sandals Grande St. Lucian and Sandals Halcyon Beach.

Also noteworthy are the six new luxury suite categories at Sandals Royal Bahamian, in Nassau, The Bahamas, which debuted in March. Amenities include private patios and balconies, HD smart TVS, tranquility soaking tubs and even an English Guild-trained personal butler. This European-style AI property offers its own offshore island, 10 restaurants, a Red Lane Spa and Rolls Royce or Mercedes-Benz airport transfers for VIPs. Groups have an onsite conference center at their disposal.

Playa Hotels & Resorts

Playa’s emphasis on the meetings market is evidenced by the packages offered by the Hyatt Ziva Rose Hall and the Hyatt Zilara Rose Hall, both in Montego Bay, Jamaica. Items include: a private one-hour cocktail reception; private three-hour reception dinner with open bar; private group check-in with signature cocktail; meeting room rental for general sessions, breakout rooms and an event space; VIP amenities; complimentary rooms based upon group size; complimentary upgrades; discounts on spa services and golf course green fees; and special rates for staff rooms.

Fields has been bringing sales incentives to Playa Hotels & Resorts properties for nearly three years. “With Playa I think the F&B and room product is a step above some of the other (AI brands),” he comments. “A lot of the resorts include butler service, and Playa has done a really good job on that portion. So you can put those VIPs, those top salespeople you want to really take care of, in a suite that has access to the butler.”

The 277-room Hyatt Ziva Rose Hall and 344-room (adults only) Hyatt Zilara Rose Hall each offer 50,000 sf of indoor and outdoor function space, as well as a voluntourism opportunity at Granville All-Ages School. Located approximately 45 minutes from the resort town of Montego Bay in the Mountains of St. James, Granville enrolls approximately 400 students and can benefit from various charitable activities. Recently, four different group clients came to help build the school’s new library by bringing suitcases of books.

At the Hyatt Ziva Cancun, a 547-suite property with 16,000 sf of meeting space, groups can enjoy a craft beer tasting session at Tres Cerveza’s Brewery and take chocolate-making classes at Pasteles, the on-property dessert parlor. Such options demonstrate the creativity that the brand brings to their meetings business.

Club Med

Founded in 1950, Club Med spearheaded the AI resorts industry and has been developing offers specific to the group market. One example is the Group Advantage Program, which gives planners a choice of booking anything from a small to midsize group all the way up to a full resort buyout. In addition to Club Med’s AI package — which includes various types of accommodations, amenities, meals, beverages, land and water sports, entertainment and more — the Meeting Advantage program includes a complimentary meeting room, AV and flipchart. The program also allows conference centers, meeting rooms, cocktail areas, designated restaurant areas and special lounges to be reserved for groups to provide a customizable experience. Club Med also boasts some conference center-like features such as the Energy Wall (which includes device charging stations), Working Wall (interactive digital wall screens groups can use for presentations or on which to handwrite notes), movable bar carts and customizable brainstorming and networking areas.

Club Med’s portfolio of 70 resorts across 30 countries is growing and improving. In March, Club Med’s Global CEO and President, Henri Giscard D’Estaing, states that the company aims to open five new resorts per year, on average, over the next five years. The company also plans to conduct five major renovations to its current resorts per year.

The All-Inclusive Road Less Traveled

For many planners, brands such as Barceló and Hard Rock Hotels are the “go to” AI options. But the AI concept is certainly not limited to the major players. To give just one example, El Mangroove, a Marriott Autograph Collection hotel in Guanacaste, Costa Rica, offers an AI option that includes breakfast, lunch and dinner, snacks, in-room dining, a selection of premium alcoholic beverages and more for $100/night per person. Group bookings can benefit from this package, not to mention the 85-room resort’s 40,000 sf of indoor and outdoor space, including 3,500 sf of devoted high-tech meeting space.
Joe Lipman, president of Cedar Grove, New Jersey-based Summit Management Services, recently brought an incentive group from Union, New Jersey-based Jaeger Lumber to El Mangroove. “The all-inclusive booking option allowed our group of 150 persons the convenience and flexibility to really stretch their incentive dollar and ensure the best value,” Lipman says. “The management team worked tirelessly and ensured our guests enjoyed the culinary part of the vacation. At the same time our client did not have to worry about the individual costs for everyone’s selections.”

The culinary aspect was a particular attraction. “There are other fully inclusive resorts in Costs Rica, but we selected El Mangroove because of an excellent menu of fresh fish, ceviche and fine meats,” he says. “The chef, on special occasions, will offer a tasting menu, and for our group we were provided with a celebrity-style tasting and pairing dinner with the chef cooking at a ‘secret’ outdoor location in front of the guests. He did the tasting on four nights for 12 persons at each.”

When AI resorts combine imaginative group services with their considerable culinary and recreational offerings, the results can truly impress attendees. For incentives and client-facing meetings, that effect is certainly a return on investment. And thanks to the AI pricing, the investment itself is nicely managed. C&IT