Page 1

2014 May June

» Industry Travelers to Canada and the Canadian Buyer in Mexico

»Connections Architecture in the

Tourism Industry

! #1


Power of attention and Neuroselling Publication of:

» AMDETUR New Executive President of AMDETUR

» Legal Aspects Labor Risk Insurance.

Classifying your company for Social Security purposes


2014 May June

CHAIRWOMAN Ana Patricia de la Peña Sánchez Original Resorts VICE PRESIDENT Gerardo Rioseco Orihuela PROVAC Posadas EXECUTIVE Gonzalo Maqueda Cornejo PRESIDENT AMDETUR


SecretarY Carmen Carballido Starwood TREASURER Jorge E. Téllez Landín Sol Mar LEGAL Joaquín J. Baquedano Fernández DIRECTOR Baquedano Cura Abogados COUNCIL MEMBERS Fernando Azcona Lizárraga / Villa Group Javier Robles / Grupo Vidanta Francisco Medina / Grupo Hotelero Santa Fe Gibrán Chapur / Palace Elite Marcos Agostini / Interval International Ricardo Montaudon Corry / RCI Director Rosa de Jesús Lugo Dorantes



CHAIRWOMAN Ana Patricia de la Peña Sánchez Original Resorts VICE PRESIDENT Gerardo Rioseco Orihuela Grupo Posadas

publisher Aurora Martínez V. DESIGN KEMCS Diseño y Marketing

Fotography Amdetur

José Mata / Cel. (04455) 1885 8581

ADVERTISING Aurora Martínez V. LOCAL ASSOCIATIONS Lic. Patricia de la Peña, Asociación de Clubes Vacacionales de Quintana Roo, A.C. / Lic. Alejandro Lemus Mateos, Asociación de Desarrolladores y Promotores Turísticos de Tiempo Compartido, A.C. (Puerto Vallarta) / Paul Wesley Little, Asociación Sudcaliforniana de Desarrolladores de Tiempo Compartido, A.C. / Ing. José Luis Centeno, Asociación de Promotores de Clubes Vacacionales del Estado de Guerrero, A.C. / Lic. Fernando de Leeuw Santiago, Asociación de Clubes Vacacionales de Cozumel, A.C. / C.P. Fernando Alaniz Cárdenas, Asociación de Clubes Vacacionales de Sinaloa, A.C. / Lic. Cristhian Orozco Oseguera, Asociación de Desarrolladores y Operadores Turísticos de Ixtapa y Zihuatanejo, A.C. / Guillermo Dávila Espinosa, Asociación de Desarrolladores Turísticos de Manzanillo y la Costa Alegre, A.C. If you would like to receive the digital version of Notitur, in English or Spanish, you can request it at: Or dowload it directly:

New Executive President of AMDETUR

On April 1st Gonzalo Maqueda Cornejo became Executive President of AMDETUR, and brings to us more than 22 years of experience in business administration, analysis and improvements to operating efficiency, strategic planning and the implementation of tourist industry projects.


Labor Risk Insurance. Classifying your company for Social Security purposes (IMSS)


Travelers to Canada the Canadian Buyer in Mexico, and CRDA

While most of the globe is still recovering from a pervasive, widespread economic downturn, Canada is a notable exception. The Canadian economy is doing well; having not suffered the tough times to the extent that the rest that the world did. As such, Canada is welcoming rising numbers of tourists as well as promoting outbound travel to destinations such as Mexico.

Gonzalo Maqueda Cornejo AMDETUR

TRANSLATION Elizabeth Collins Morrison


One of the concepts covered by the contributions employees and employers pay into the Mexican Social Security system (IMSS) is what is called "Labor Risk Insurance."


executive president






ARTICLE The Power of Attention and Neuroselling

When we talk about neuroselling, the new currency for service companies is "attention." For this reason, both resorts and salesrooms must align their strategies toward exploring and exploiting this new and scarce resource, which people need now more than ever.


Architecture in the Tourism Industry

In Mexico in particular, the architecture of tourist complexes should be an element that can be regionalized, offering a true range of options to satisfy both domestic and foreign travelers.

Notitur Digital is a bimonthly online publication, published by the Asociación Mexicana de Desarrolladores Turísticos, A.C. (Amdetur), WTC, Montecito # 38, Piso 32, Oficinas 11 – 14, Col. Nápoles, Mexico 03810, D.F. Phone and fax (55) 5488 2028 to 31. It is a sister publication to the printed magazine Notitur, whose registry numbers are: Certificate of Valid Title no. 3856, dated April 19, 1989; Certificate of Valid Content from the Comisión Calificadora de Publicaciones y Revistas Ilustradas no. 3172, dated April 19, 1989; Reserve Certificate Number 04-2005030817343600-102 from the Instituto Nacional del Derecho de Autor, Ministry of Public Education. Amdetur is not responsible for the advertisements or “advertorials” published in Notitur Digital. Notitur treats personal information on its subscribers accoridng to the privacy standards of the Federal Law on the Protection of Data Held by Private Parties. For more information on our privacy policy, visit our webpage at: www.




New Executive President of AMDETUR We extend the most cordial welcome to Gonzalo Maqueda Cornejo, who on April 1 became Executive President of AMDETUR, and brings to us more than 22 years of experience in business administration, analysis and improvements to operating efficiency, strategic planning and the implementation of tourist industry projects.

Maqueda has an undergraduate degree in economics from the Instituto Tecnológico Autónomo de México (ITAM), stockbroker certification from the Mexican Stock Exchange, and has studied specialty courses in finance and marketing at ITAM and business administration at the University of California, Berkeley. He started out working in financial companies like Valores Finamex, Bancomer and Situr, this last group being the organization that set him on the path to the tourist industry in 1992. He moved on to become Director of Operations for Fiesta Americana, part of Grupo Posadas, where he participated in the launch of the Fiesta Americana Vacation Club concept and program and introduced the technological platform to support efficient operation and use of membership in that club. Later, he held various positions with Resort Condominiums International (RCI), ranging from Director of Resort Services for Latin America and the Caribbean to Vice President of RCI Latin America. He was subsequently named Executive Director for Mexico at Interval International, where he was responsible for promoting relations with affiliated resorts and increasing the number of clients, services and products, as well as acting as the company’s representative before regional and national institutions. Among his goals at AMDETUR are to continue the association’s work, with a renewed vision and actions that contribute to a stronger vacation ownership industry which can benefit our entire country. ◄

May / June 2014




Recent Activities

▼ Webinar entitled “How to make a hormone, persuade and convince: Sales training for the deranged,” presented by AMDETUR.

Webinar on Sales On March 4, 2014, AMDETUR held a webinar entitled “How to make a hormone, persuade and convince: Sales training for the deranged,” given by Carlos Salinas G., who has a master’s degree in cognitive behavioral therapy from ITCC and studies in psychology and marketing. His professional experience includes Project Management for the tourism sales company Marketmorphosis, and coaching consultancy at the Instituto Tecnológico y de Estudios Superiores de Monterrey (ITESM), both in Guadalajara. Some of the objectives of the webinar were: Teaching participants how to gain a new, enriching and innovate perspective to relate more productively, and contribute to the growth of organizations through a high attitudinal dose of personal energy.

LuxuryLab Travel AMDETUR attended the first LuxuryLab summit in Latin America, which was held on March 10 and sponsored by American Express and Abelardo Marcondes, founder of LuxuryLab Travel and CEO of LBN Full Communication Agency. Participating in the event were speakers such as Gerardo Llanes, Marketing Director for the Mexico Tourism Board (CPTM); Francisco Madrid, Director of the Tourism School of Universidad Anáhuac; and Julia Chaplin, reporter for the New York Times and writer for Gypset Travel. The purpose of the summit was to show new trends and the latest information in the luxury tourist industry, and support investors and professionals in the luxury travel field in order to develop worldwide business opportunities.

Meeting of the Board of Directors of AMDETUR

Gerardo Llanes, Marketing Director for CPTM, during the opening presentation for LuxuryLab Travel.

Lourdes Berho, representing Condé Nast México, was also a speaker at LuxuryLab Travel.

The first meeting of AMDETUR’s Board of Directors was held on March 13 at the Villa del Palmar hotel in Los Cabos, Baja California Sur. Among the points the Board discussed during the meeting was the program of activities for this association in 2014-2015, and the progress toward our next Annual Convention, set for June 18, 19 and 20. 02

» AMDETUR Quintana Roo and Secretary of the Tourism Commission of the Mexican Senate, Luiz Maria Beristain Navarrete; Jorge Hernández Delgado, President of the Confederation of Tourist Organizations of Mexico (COTURMEX) and also President of the Confederation of Tourist Organizations of Latin America (COTAL); Mario Santander Spataro, President of the Latin American Union of Higher Educational Institutions (ULADES) and, of course, AMDETUR.

Meeting of AMDETUR’s Board of Directors in Los Cabos, B.C.S.

Third meeting of the COPARMEX Tourism Committee in 2014 On March 14, the National Tourism Committee of the Mexican Employers’ Confederation (COPARMEX) - of which AMDETUR is a member, was held to discuss the latest advances in COPARMEX’s Medical Tourism project. Present as a special guest was Fernando Olivera Rocha, Secretary of Tourism for the state of Guanajuato. The committee members present at the event were Roberto Zapata Llabrés, Chairman; Margarita Ortiz, Vice Chairman for Business Center Relations; Javier Potes, Vice President for Medical Tourism; Juan Rodrigo Moreno González, President of the Business Center in León, Guanajuato; and Pedro Joaquín Delbouis, President of the Business Center in Cozumel, Quintana Roo and Vice Chairman for Institutional Relations.

35th anniversary of the Institute for Higher Tourism Studies (IESTUR). Photos: IESTUR

Juan Rodrigo Moreno, Fernando Olivera, Roberto Zapata, Javier Potes nad Pedro Joaquín Delbouis, during the third meeting of COPARMEX’ National Tourism Commission.

35th Anniversary of IESTUR March 26th marked the start of the 35th anniversary of the Institute for Higher Tourism Studies (IESTUR) celebrations, with a series of festivities that began with a welcome ceremony led by IESTUR’s General Director, Nadia Cedillo González, who addressed official representatives and tourism sector organizations. Among the guests were the Senator for May / June 2014



Meeting with the executives and businessmen delegation of the Chilean Construction Industry Chamber.

Work Meeting with CChC As part of a mission of understanding more about realestate development in this country, a delegation of directors and businessmen from the Chilean Construction Industry Chamber (CChC) visited AMDETUR on March 26 in order to learn about this activity and its relationship to the tourism industry. Our visitors were Jorge Mas Figueroa, First Vice President of the CChC; Sergio Torretti Costa, Second Vice President of the CChC and Director of INVASCO, a real-estate management and development company; Juan Ignacio Silva Alcalde, President of the Interamerican Construction Industry Federation and Executive President of DESCO, a real-estate, engineering and construction firm; Carlos Molinare Vergara, Chairman of the CChC Committee on International Affairs and Directing President of Claro Vicuña y Valenzuela, an urban road building, housing and high-rise construction company; Javier Hurtado Cicarelli, Manager of Studies for CChC; and Juan Pablo Glasinovic Vernon, CChC Director of International Affairs.

Presentation of the “My Roots” Program Mexico City Mayor Miguel Angel Mancera introduced a program called “My Roots,” a strategy for attracting tourism by Mexicans residing in the United States. The purpose of this effort is to increase the tourist inflow to Mexico City by between 35 and 40 percent, which would be a little over 400,000 people a year, and to increase the average stay to four nights, which would result in an increase in hotel occupancy and economic flows from tourism to the nation’s capital. AMDETUR was present at this event, which was also attended by the President of the United States-Mexico Chamber of Commerce, Albert Zapanta, other chairmen of various chambers and associations, and industry representatives from Chicago, Los Angeles, New York and Texas.


Miguel Ángel Mancera, head of Mexico City government, introducing the “My Roots” program to increase tourism to the nation’s capital

Second meeting of the CMIC-AMDETUR Mixed Commission on Tourism in 2014 During the second meeting of the Mixed Commission on Tourism formed by CMIC (the Mexican Construction Industry Chamber) and AMDETUR, on April 4, members followed up on joint projects that had been agreed upon by the two organizations. Among these were the fine-tuning of details for the presentation of courses of interest to tourism industry participants in the near future. Members also confirmed that the CMIC will hold its National Transportation and Communication Meeting on June 5-6, as it does every year, to deal with the most important events and trends facing the tourism industry and to discuss and propose strategies and viable solutions for strengthening it, and expediting projects in the field of communications and transportation. This year’s meeting will be held in Morelia, Michoacán.

Gonzalo Maqueda, Executive President of AMDETUR, with Roberto Calvet, Executive Coordinator of Tourism for the CMIC.

» AMDETUR ARDA World Convention and Exposition 2014 AMDETUR was present at the annual Convention of the American Resort Development Association (ARDA) on April 6-10 in Las Vegas, Nevada. The meeting brought together around three thousand industry leaders and professionals from around the world, and the central theme was the next generation of products, clients, business models and distribution media. Among the valuable information shared at that conference, ARDA estimates, as a leading association in the vacation ownership industry, total sales of 7.6 billion US dollars, an average price of USD 20,460 and an average maintenance fee of USD 840.

Fourth meeting of the COPARMEX Tourism Committee in 2014 During the fourth meeting this year of the National Tourism Committee of the Mexican Employers’ Confederation (COPARMEX), which AMDETUR attended on April 11, Jose Luis Rangel, Coordinator of Markets and Members, and Eligio Serna, Executive Director of Commercial Operation— both with CPTM—spoke about the progress made to date in terms of the number of attendees and presenters for the new Tianguis Turístico to be held in Cancún, Quintana Roo. Also attending was Rodrigo Gallegos, Director of Climate Change and Technology at the Mexican Institute for Competiveness, who gave an interesting presentation on the current situation of tourism in Mexico.

Photo: ARDA

SECTUR Workshop on Tourism Certification Mexico’s Ministry of Tourism (SECTUR) organized a workshop on April 22, 23 and 24, involving the National Association of Chains and Hotels (ANCH), the Mexican Association of Hotels and Motels (AMHM) and AMDETUR, as well as representatives of PROFECO, PROFEPA, SEMARNAT, the STPS and the Ministry of the Economy. The purpose was to create a multidisciplinary team to begin the process of creating a National Tourism Certification System (SNCT). The workshop allowed for a well-ordered compilation of information from authorities and private enterprise in order to create a system for recognizing hotels which provide quality services and products.

Javier Potes, COPARMEX Tourism Commission; José Luis Rangel and Eligio Serna both with CPTM; and Pedro Joaquín Dulbois, also in the COPARMEX Tourism Commission, during the fourth meeting of the mentioned commission.

Recuerda que puedes encontrar más información sobre todos estos temas en nuestro portal de FB:

May / June 2014




The New Vision of the Vacation Ownership Industry

The 28th AMDETUR Annual Convention will be held on June 18, 19 and 20 of this year at the Hotel Sheraton Hacienda del Mar Golf & Spa Resort in Cabo San Lucas, Baja California Sur. With the title “20/20: The New Vision of the Vacation Ownership Industry,” AMDETUR will hold three key events during its 2014 convention: University-Enterprise Liaison Program, scheduled for the 18th, is aimed, as it is every year, at tourism students, acquainting them with job opportunities in the vacation ownership industry and putting them in contact with the Human Resources areas of some of the leading companies in the industry. Linda Clemons Siterpreneur Inc.

First Los Cabos Vacation Ownership Forum, which will be held in the afternoons of June 18 and 19, to deal with issues of sales and marketing, including the presentation of excellent speakers such as: Linda Clemons Sales and Body Language expert. Clemons is CEO of Sisterpreneur, Inc., and a renowned trainer and motivational speaker in the Timeshare industry, where she has helped clients generate more than two billion dollars in revenues. She has also been speaker or co-speaker with figures like Oprah Winfrey, Senator (now President) Obama, Apple co-founder Steve Wozniak, and Condoleezza Rice.

Enrique González Millward Brown


Enrique González Sáinz Director of Business Development, Millward Brown. Besides being in charge of the Media & Digital offering at that company,

» AMDETUR he is a regular visiting professor in Strategic Brand Management at Universidad Panamericana and in Master’s-level programs in marketing at Universidad Anáhuac del Norte. He frequently participates as speaker on the topics of brands, communication and media too. Jim Madrid. Renowned trainer in high-performance excellence. Madrid is President and Founder of Entelechy Training & Development, and has guided corporations like Toyota, Mercedes Benz, St. Regis Hotel and Resort, Mayan Resorts, Royal Resorts, Unlimited Vacation Resorts and Pueblo Bonito Resorts to undertake a transformational change thanks to his solutions in training, preparation and evaluation.

Jim Madrid Entelechy Training & Development

During the 28th Annual Convention, which holds these important forums, some of the topics that you will be able to share with experts include “Current situation of tourism in Mexico: How can we promote our industry?”, “The Luxury Tourism Segment;” “Profiling the New Prospect;” and “The Future of Vacation Ownership” seen from two perspectives, the pioneers’ vision and the new generation’s vision. There will also be presentations by renowned personalities such as: Michael Gehrig President of Sales and Marketing, Welk Resort Group, which operates premier vacation rental and timeshare properties in San Diego, Palm Springs, Lake Tahoe, Branson, Missouri, and Cabo San Lucas, Mexico.

Patrick Connolly Holiday inn Vacations Club

Shari Levitin Chairman and CEO of Levitin group, the leading provider of sales training programs, sales performance seminars and motivational workshops in the vacation ownership industry. A pioneer in the field of web-based eLearning, Levitin Group recently launched the industry’s most advanced online training, testing and certification platform. Patrick Connolly Senior Vice President of Owner Support, Holiday Inn Club Vacations. Patrick currently provides the vision for the Holiday Inn Club product, managing its development and growth, including delivery of the club to over 90,000 members. In addition, he is responsible for the service delivery to over 150,000 owners across a growing network of resorts within the Holiday Inn Club Vacation Brand.

Shari Levitin Levitin Group

Jean-Louis Magron General Manager, Cabo Azul Resort, started his career at the age of 16 in St. Moritz in the Swiss Alps learning to be a Chef. He later earned Hotelier certification from the Swiss School of Hotel Management in Zurich, Switzerland, and update courses and certifications from the Cornell School of Hotel Management in Ithaca, NY. Paola Espinosa winner of several Olympic medals. Her most impressive early athletic successes were at the 2004 Athens Olympics, where she came in 12th in the 10-meter platform and 5th in synchronized springboard. Later, in the 2008 Beijing Olympic Games, she won the bronze medal with a score of 330.06 in the 10-meter synchronized platform with her teammate Tatiana Ortiz. ◄

Paola Espinoza Olympic Winner

For more information and sign-up forms, go to: We’ll be waiting for you! May / June 2014

Michael Gehrig Welk Resorts Group



Labor Risk Insurance

Classifying your company for Social Security purposes (IMSS) By Francisco Javier Torres Chacón / General Director of Outreach and Regulation, Taxpayers’ Protection Agency

One of the concepts covered by the contributions employees and employers pay into the Mexican Social Security system (IMSS) is what is called "Labor Risk Insurance."


The Social Security Law (SSL) defines labor risk as the risk of accident or illness to which workers are exposed while performing or in connection with their jobs (article 41). Work-related accident (article 42) is defined as any organic injury or functional disturbance, or death, produced suddenly while performing or in relation to the job. Work-related illness (article 43) is defined as any pathological state resulting from continued action from a cause originating from or relating to the job.


When they first register with the IMSS, or any time they change their defined activity, employers must obtain a Labor Risk Insurance classification, based on the catalog of activities provided for in the SSL Regulation on Affiliation, Company Classification, Collection and Accounting (RACERF). If the precise activity is not specified in that catalog, the closest designation will be used.

Analysis of Related Legal Provisions

Article 18 of the RACERF indicates that when registering for the first time or changing its activity, a company must self-classify for the purposes of determining and paying the premium for Labor Risk Insurance, in accordance with the Catalog of Activities established in those Regulations, which assigns each company an economic division, economic group, section and class based on its activity. 08

» LEGAL ASPECTS To determine the class to which the company registering for the first time with the Institute or changing activity belongs, according to the Catalog of Activities, the following criteria are applied (article 26 RACERF): I. If the company is engaged in various activities or has various work centers in the territory or jurisdiction of a single municipality or in Mexico City, it will be assigned to a single classification and may not break out its various activities or component groups to assign different classifications and premiums to each. II. When a company has various work centers with similar or different activities in various municipalities or in Mexico City, its activities or component groups will be considered as a single risk unit in each municipality or in Mexico City and that unit must be assigned a single classification. In the court record indicated below, you will find more information on defining the criteria to be used for selfclassifying an employer in Labor Risk Insurance with the IMSS: Period: Seventh Registry: 255491 Instance: First Collegiate Court in Administrative Matters of the First Circuit Excerpt from Court Ruling Source: Semanario Judicial de la Federación Location: Volume 67, Part Six Matter(s): Administrative p. 77

Social Security. Classification of Companies. Fundamental Activity If pursuant to article 9, point a), of the Company Classification Regulation, when a business engages in various activities in the same locale, it is assigned a single classification that pertains to its fundamental and predominant activity; and if for the effect of professional risk the predominant activity is that in which the company's workers devote the greatest number of man hours, we can conclude that if the activities carried out by various groups of workers fit into more than two activity classifications, in such a way that no one group accounts for an absolute majority of man-hours worked, the only legal solution to the problem that would meet the demands of the legal precept, would be to apply the relative classification to the group that makes up a relative majority of man-hours worked by time unit, taking as a time unit one that is sufficiently comprehensive of the company's normal activities. Thus, the typical risk of each company corresponds to the risk faced by the majority of its workers, and the Institute calculates the correct contribution by averaging some companies against others. If by predominant risk we mean the most costly, even though it affects fewer workers, the Institute would receive a disproportionate amount, and the excess would never be offset by a lower amount from another company, which is ultimately to the detriment of the employers. ◄ Reference for technical legal consultation: First Collegiate Court in Administrative Matters of the First Circuit Direct Writ of Appeal 77/74. Saltillo Water Supply and Sewage Administrative Board. July 16, 1974. Unanimous vote. Presenting: Guillermo Guzmán Orozco.


Employers must classify themselves according to the activity they carry out, and for this purpose they must consider the preponderant or fundamental activity they are engaged in. If there is any dispute between the employer and IMSS, PRODECON can provide consultancy and support in finding the best solution.

May / June 2014



Travelers to Canada, the Canadian Buyer in Mexico, and CRDA

By Jon Zwickel / President & CEO, Canadian Resort Development Association


hile most of the globe is still recovering from a pervasive, widespread economic downturn, Canada is a notable exception. The Canadian economy is doing well; having not suffered the tough times to the extent that the rest that the world did. As such, Canada is welcoming rising numbers of tourists as well as promoting outbound travel to destinations such as Mexico. According to the latest Tourism Snapshot from the Canadian Tourism Commission (CTC), the number of international travelers is still on the upswing: Just over 700,000 international travelers came to Canada's provinces in January 2014, a 3% year-on-year rise. Chinese arrivals in Canada leaped 64% year-over-year, making China Canada’s largest overseas market for the first time ever. Other markets showing significant increases included Hong Kong (58%) and Taiwan (34%). Other countries showing positive year-over-year gains were Italy (10%), Germany (8%), Spain (8%), Australia (6%) and Switzerland (5%).



international travelers


The CTC pointed out that the US market stayed mostly unchanged in that same period, dropping a modest 0.3% in overnight stays. But the number of travelers coming from Mexico was certainly encouraging, showing a 14% year-over-year rise. There are several reasons for this growth, including a focused approach on marketing to Mexico by the CTC. "Whether we launch a multimedia advertising campaign, stage a public relations event, or bring media and destination partners together to exchange stories and tourism experiences, our initiatives target three major audiences: consumer, travel

trade and media," explains the CTC's website. A great example is the CTC's El Viajero (The Traveller) an e-newsletter highlighting Canadian destinations and experiences that is published every three months and that reaches 21,000 consumers and trade representatives in Mexico.

â–˛ Toronto, Ontario

Canadians Going to Mexico

What's more, the robust Canadian economy and the propensity for international travel among Canadians means Canadian outbound travel is on the rise as well -- and this translates into good news for Mexico. The January 2014 CTC numbers showed that Canadian outbound travel increased 2.7% compared with the same month in 2013 to approximately 2.7 million trips. So Canadians are vacationing even more than before, and one of their favorite spots on the entire planet is Mexico. And keep in mind that Canadian travelers are not as far away as you may think: 80% of Canadians live within 100 miles of the U.S. border. For developers in Mexico, this should be a clear call to focus the marketing process toward Canadian buyers as much as possible. Because of the rebounding Canadian economy, Canadian purchasers on the whole are well-qualified and ready to buy. And anecdotal evidence suggests they provide a higher closing rate as well. The key to attracting potential owners from Canada is credibility -the same as it is for buyers anywhere. And a vital aspect of making Canadian buyers in Mexico feel confident in your product is to affiliate with CRDA. There's credibility in developers displaying the CRDA logo for potential timeshare buyers from Canada; when they see it, they instantly have a better impression. When a potential owner googles your resort, hopefully they'll see positive stories. When they google CRDA after seeing our logo, they'll see our Mission Statement: May / June 2014



● To promote high standards of ethical conduct and professionalism throughout the industry. ● To assist in resolving consumer complaints that involve CRDA Members. ● To consult with all levels of Canadian government to ensure fair and equitable operational, taxation and industry advancement policies that govern both our Members and consumers. ● To work on behalf of CRDA Members to promote a better understanding of Vacation Ownership by the public, the media and governments; ● To encourage the beneficial expansion of the Vacation Ownership industry. If you want to realize the benefits of CRDA membership, visit And if you want to experience our family of member companies first-hand, we invite you to attend and participate in the Canadian Resort Conference, our annual gathering to promote networking, learning and business opportunities.◄


▲ Club Intrawest.

Jon Zwickel is President & CEO of the Canadian Resort Development Association. In this role, he is responsible for establishing CRDA as a vibrant voice of the Canadian vacation ownership industry. Jon is also founder and President of InnVentures, a consulting firm that provides advisory services to the hospitality and real estate industries. From 2004 to 2010, he was a principal of Bellstar Hotels & Resorts, a highly regarded fractional resort development and management company. Prior to that, he cofounded CHIP REIT, Canada's first hotel REIT. ABOUT CRDA CRDA is an industry-based association dedicated to furthering Vacation Ownership in Canada and throughout the world. The Association is governed by an elected Board of Directors. The Board represents the Canadian Vacation Ownership industry by sector and geographically. CRDA is closely aligned with the American Resort Development Association (ARDA), All India Resort Development Association (AIRDA), Mexican Resort Development Association (AMDETUR), Co-Operative Association of Resort Exchangers (CARE), Resort Development Organisation (RDO). CRDA is one of the original signatories to the Global Alliance for Timeshare Excellence (GATE), a multinational organization dedicated to furthering our industry and establishing reasonable legislation in territories throughout the world.



May / June 2014


» Article




! #1


By Alejandro A. Carrillo Ruiz / Director, School of Neuroselling and Project Director, Club Solaris Cancún

“Today, intense competition for consumers' attention obliges us to enter the arena of the human mind and to understand how the decision-making process takes place.” (Excerpted from the article” Neuroselling… Neuroclosing?”, Notitur Digital, September 2012)


» ARTicle


hen we talk about neuroselling, the new currency for service companies is "attention." For this reason, both resorts and salesrooms must align their strategies toward exploring and exploiting this new and scarce resource, which people need now more than ever.

LOA (Lack of Attention)

One of the most well-known principles of neuroselling, which has been precisely measured by neuroscience, is that "people who feel good buy more or pay more." The question is, how do you make a client feel good? The answer to this question is clearly: giving them as much attention as possible (Total Attention), in other words, through body language and gestures, expressions and words. Something that, according to Philip Houston, Michael Floyd and Carmen Carnicero in their book "Spy the Lie," is known as the L&L state (Look and Listen).

The new paradigm in selling is: "To get attention, you have to pay attention." Quantumwarrior

In his book "The Pursuit of Attention," social psychologist Charles Derber says that attention, or rather LOA (Lack of Attention) is one of the great deficits human societies face today. Today more than at any other time in history, we are surrounded by a vast number of people, and technologies that make it easier to communicate with them, but we live in an overwhelming, asphyxiating solitude, and some people can become virtually invisible socially. It is a fact that many of our clients live in varying degrees of invisibility and yearn to be visible through attention, which they do not receive in their jobs or from their families and other human relations. There are countless websites today offering to help us find company, a partner, even marriage, and going to a psychologist and paying tremendous amounts of money to be listened to is, to some extent, a way of seeking attention. It can be said that we are physically and mentally ill, subject to an overwhelming routine that turns us into attention-hungry beings and, unfortunately, with limited capacities to give attention.


It would seem that we’re all talking about "me" without making room for anyone to occupy the "you." At any social events or party, we hear the "me" in its highest expression: I think, I believe, I want… everyone wants attention, but few are prepared to pay attention, and that is where tremendous opportunity for neurosellers is found: becoming the strategic "you," which is the origin of the close bond that leads to the path of the neurosale. This is an opportunity that does not require tremendous investment. All the seller needs is a new vision and willingness to take on the challenge of paying attention. Attention professionals will be more in demand than May / June 2014


» ARTÍCULO ever. Those who develop business strategies and individual tactics for supplying it will receive the most prized reward from clients: their attention.

“The neuroseller is an attention professional." Quantumwarrior Without attention, the neuroseller knows that the possibility of making the client feel good and creating a bond with him or her is almost impossible. That's why the first objective of neuroselling is to provide Strategic Attention. To do this, two things are needed: 1) Predesigned strategies and training to effectively provide it. 2) Well-developed and well practiced tactics for obtaining and maintaining it.


◄ Self-Actualization


Ma s











The search for attention today has become a fundamental need, like water, air and food, which we could easily add at the basis of what is known as Maslow's Pyramid:

SECURITY Physiological NEEDS


AIDA (Attention, Interest, Desire, Action)

Bibliography: Hierarchy of Needs, Abraham H. Maslow Quantum Warrior, John Kehoe Spy The Lie, Philip Houston, Michael Floyd and Susan Carnicero The Pursuit of Attention, Charles Derber

When we talk about the sales process, we refer to the logical and necessary (proven) steps we take to increase the possibility of success over failure. But the sales process itself cannot guarantee success, because it is only a formula and does not take into account the psychological states of the seller and the buyer. The first objective of the neuroseller is to pay attention, and the natural consequence of this action is receiving attention. It's a classic quid pro quo (something for something else), in which the person who gives creates a desire to correspond to the person who receives (the reciprocity principle). We would have to observe the psychological process of selling as an objective for the seller to attain, in order to increase the possibility of influencing the buyer’s decision. The basis of this process is: Attention creates Interest, Interest generates Desire, and desire leads to Action: AIDA.



Characteristics of the AIDA process







During the entire sales presentation, the seller must gauge where the buyer is, psychologically, on the AIDA spectrum.


Most sales that do not end in success really never began, because the seller was not paying enough attention to transmit the information that might have motivated the buyer’s interest. A great seller is a master of the art of situating the client in the absolute present, and

May / June 2014

1. It permeates the entire sales process.

This means that it can arise at each of the steps of the sale and throughout the entire presentation.

2. It follows a consecutive sequence.

The sine qua non (without which nothing) condition is always present: without attention there can be no interest, desire or action. And there is nothing more difficult in the sales profession than understanding and learning to attract and retain the buyer’s attention.


» ARTICLE achieving "laser-like attention" from the buyers decisionmaking system. One of the tactics for placing the buyer in the present and maintaining their attention is asking questions. A sales professional studies and learns how to ask questions with intention, because questions with no intention are sterile and a waste of time. The other tool that places the client in the present is a well-told story (third-party stories). A neuroseller must be a great storyteller.


If there is no action, you're not selling. Selling is by definition an invitation for someone to do something. It is the culmination of the entire sales process and psychological process. The first step in the sale is doubt (the seller is a creator of doubt), and it ends by motivating something…the BUY!

"I doubt therefore I buy?"


When buyers pay attention, it means they not only hear but listen and understand, and if what we are communicating is novel, interesting and represents an opportunity for them, interest will inevitably arise, and then we can begin to sell. Interest in turn feeds back into attention and keeps the flame of the present lit until creating a powerful, almost uncontrollable emotion: desire. One of the ways to be interesting is to tell a good story. ATTENTION FEEDING PROCESS



"With desire, we involve the emotional system in decisionmaking"


The seller has the strategy of maintaining this “feeding” system alive and highly active through a neuropresentation.


Desire is a system 1 (unconscious) reaction. When the emotional mind detects something that is novel and interesting, and there is something of an "emergency" to have it, it arouses a desire to be or to possess, an emotion that can be of epic proportions and lead the buyer to act irrationally when making a decision. Sometimes desire is described as something that clouds our vision (we stop seeing rationally), but the fact is it is the first real step in selling. When we involve desire in a sales presentation, we are bringing the emotional mind into the equation.


Alejandro A. Carrillo Ruiz has an undergraduate degree in Business Administration. He has worked in the Vacation Club industry for 20 years and has collaborated as instructor, trainer, and closer for more than 17 years. In his professional career he has created new systems for selling, presenting and closing. He has been Sales Manager for Moon Palace Sunrise and Cancun Palace and Corporate Sales Manager for Legendary Club. He was Director of the BECOME Sales School, and is developing the concept of Neuroselling and Neuroclosing. He is currently Project Director at Club Solaris Cancun and Director of the Center for Neuroselling Training and Education Mexico.

The seller's job is to guide this automatic, rapid impulse toward a product or service that is consistent with the buyer’s reality, and it is in this professional intervention where the "bond" with the buyer is forged. The buyer no longer sees a salesman, but a professional they admire and respect. 18

» Connections

Archi tecture


INDUSTRY Architecture should maintain a perfect balance between function, form and cost, in order to provide the best solution to the resort's needs.

By José Antonio S. Garagarza Corona President, Garagarza Arquitectos, Arquitur Internacional


n Mexico in particular, the architecture of tourist complexes should be an element that can be regionalized, offering a true range of options to satisfy both domestic and foreign travelers.

Mexico has many types of tourist destinations, with a diverse array of landscapes, beaches, archaeological sites and crafts. This enables each resort to express its unique personality in an exclusive context, for example, combining images of ancient temples, beach fronts, even cultural centers. It also means they can make the best use of construction materials and finishes that are identified with each region. In fact, in recent years we have seen a more integral development, primarily in beach developments like Cancun, the Riviera Maya, the Riviera Nayarit, Mazatlán, Ixtapa, or Los Cabos, particularly in the mega-developments built by the major hotel chains. They are notable for the use of landscape architecture and interior finishes consistent with artisanal techniques of their region, and also contain unique elements of mobility, recreation and leisure. They even offer their guests the option of practicing extreme sports by taking advantage of features of the natural landscape that surrounds them.

May / June 2014


» Connections building's internal structure against atmospheric agents. This makes them ideal for both building rehabilitation and remodeling. The cost of achieving sustainability in buildings of a single kind, located in the same destination with approximately the same amount of construction space – with the idea of earning LEED (Leader in Ecological and Environmental Design) certification can range from 15 to 25% of the initial investment, but this investment can be recouped over a period of 3 to 5 years, and the benefits will last for a long time.

Building Rehabilitation Using Finishes and Systems that Support Sustainability Every part of a tourist resort, including the hotel building, villas and clusters of services, cisterns, restaurants and pools, can be designed using environmentally friendly architecture, provided certain standards are met, such as: ■ Use of recyclable and renewable materials, with special attention to the selection of native construction elements. ■ Use of materials that require less energy to transform. ■ Use of renewable forest woods, avoiding the consumption of precious or imported woods. ■ Reducing the need for maintenance and the use of fossil fuels for heating or cooling interiors. ■ Recycling or remodeling existing buildings instead of demolishing them, which could be an innovative area for architectural practice in the future. ■ Use of various sources of energy such as solar, wind or water, improving energy efficiency. ■ Architectural design that responds to the climate of the region and its existing contextual influences.

Today, the use of new façade materials like Fibre-C, Cemenpanel, Densglas (Precor) and Fundermax, has gained increasing importance in architecture because all are made with recyclable material. There are also excellent proposals for creating ventilated façades out of terra-cotta and Moeding Alphaton (European) which are resistant to temperature changes, noncombustible, maintenancefree, self-washable, with excellent thermal and acoustic insulation, resistant to impact and UV rays, and protect the 20

To more efficiently rehabilitate existing buildings, it is important to compile all the existing architectural, structural, electromechanical and other plans. And whether these plans exist or not, a physical inspection of the premises must be conducted to determine its current state. Once this information has been obtained, expert engineers' reports can be prepared, and architects can then create a photographic record of both interiors and exteriors. With these data and the architectural plans for the new image and layout of the building, the facilities can be reinforced and adjusted, both structurally and in their facilities according to new regulations and ordinances (code-compliant). Of course, the costs will depend on the new specifications and finishes that are proposed for the remodeling. In the case of an expansion, if the existing regulations governing the land usage quotient and ground-floor occupancy quotient allow, it would be best to build an annex and give the entire complex a unified image. If there are regulatory restrictions on either of these, the best approach would be to remodel by adding one or two floors, provided the expert engineers’ report found that the structure can withstand them and that, again, regulations permit. In all cases, authorization must be requested from the Ministry of Environment and Natural Resources (SEMARNAT) for any expansion, particularly in beach destinations where the ecological balance and environmental protection are so closely regulated.

Architectural Regulations New regulations and guidelines for Mexico as a whole have significantly affected architecture. There are municipal and state ordinances based on the Mexico City’s Regulation of Constructions and Complementary Technical Standards, that are constantly being modified and amended, mainly because we live in a territory of strong seismic activity and overcrowding in our cities, which creates countless urban and architectural problems to resolve and regulate.

» Connections Similarly, given the growing importance of environmental preservation, SEMARNAT has intensified enforcement of the General Law on Ecological Balance and Environmental Protection in all tourist destinations –particularly beaches– and this has had a significant impact on architecture. In addition to these regulations, for architects there is another set of standards that can limit creativity in the development of tourist projects, and that is complying with the standards of the hotel chain that owns the franchise. This can considerably affect the image, operation and functioning of the planned buildings. Lighting, ventilation, extraction, sprinkler systems, security, and sustainability, are just some of the factors that regulate and substantially affect hotel architecture.

In the Future, Imagination is the Limit. It is, to a large degree, up to the architects, supported by their technical teams and specialists, to help create truly novel tourist attractions such as what we see today in undersea hotels like the Jules Undersea Lodge, a mobile submarine habitat that was converted into a hotel 10 years ago; the Poseidon Undersea Resort, located on the exclusive island in Fiji; the Shimao Wonderland In Shanghai, with two of its floors submerged, or the Water Discus in Dubai, which will have various underwater luxury rooms, pool and a lobby. In fact, the company Deep Ocean Technology plans to launch various Water Discus hotels around the world. A little further – but not so far into the future, we won't have to wait long for space tourism. Right now there are already 500 people who have reserved a room at the luxurious Galactic Suite, still being planned, who for the paltry sum of three million euros will be able to see the sun come up 15 times a day and circle the world once every 80 minutes. ▼ Hydropolis Underwater Hotel and Resort

▲ Water Discus in Dubai

Arq. José Antonio Sergio Garagarza Corona is President of Garagarza Arquitectos, Arquitur Internacional, a firm specializing in hotel and condominium projects that recently completed three hotel projects, now under construction: the Hotel Ibis Alameda in downtown Mexico City; the Hotel Holiday Inn at the Bahía de Santa Cruz Marina in Huatulco, Oaxaca, and expansion of the Hotel Radisson Poliforum Plaza in the city of León, Guanajuato. José Antonio Garagarza has a degree in architecture from the National Autonomous University of Mexico and throughout his career has received important recognitions such as a diploma from the National Tourism Promotion Fund (FONATUR), accrediting him as founding partner for Cancun and another from the College of Architects and Society of Mexican Architects (CAM-SAM) for his 45 years of professional work. Among other courses and degrees, he has a specialization in Hotel Development and Design from the Center for Professional Development of Cornell University in Ithaca, New York. His work has been published in a variety of forums, among them the Plazola Encyclopedia of Architecture, which features three architectural plans by the firm he leads, including the Hotel Sheraton (today Barceló) at Bahías de Huatulco; Villas Kimberley at Acapulco Playa Diamante and the Hotel Fiesta Americana Costa de Oro, in Veracruz.

José Antonio Sergio Garagarza Corona

May / June 2014


28th AMDETUR Annual Convention Important Vacation Ownership Event in Mexico and…

The New Vision of The Vacation Ownership Industry

Talk with Experts on Topics Like: • Current Status of Tourism in Mexico: How to Impel Our Industry? • Vacation Ownership and Tourism Perspectives • Vacation Ownership Future – The Pioneers’ Vision

Share with Renown Speakers of the Industry

June 18 · 20 - 2014 Sheraton Hacienda del Mar Golf & Spa Resort hotel, Cabo San Lucas, Baja California Sur


Mexican Resort Development Association More information at: Phones (52-55) 5488 2028 to 31

Patrick Connolly Senior Vice President of Owner Support - Holiday Inn Vacations Club Michael Gehrig President Sales & Marketing-Welk Resorts Shari Levitin Chief Executive Officer - Levitin Group

First Los Cabos Vacation Ownership Forum

AMDETUR’s Convention will also host this Forum, which will be focused on sales and marketing topics with experts like: Linda Clem ons

Chief Executive Officer · Sisterpreneur, Inc.

Jim Madrid

President and Founder · Entelechy Training & Development.

Never miss an issue!

Subscribe in And download all our editions in English and Spanish, to be informed about the most relevant information of the Vacation Ownership industry.


Notitur May / June 2014  

The Power of Attention and Neuroselling.