The Compass by Sole Sastre

COMPASS THE

MEXICO VIVA AUTHENTIC

THINK YOU KNOW MEXICO? NOT LIKE THIS

FRESH FACES SHAPING THE FUTURE VIRGIN VOYAGES CEO TOM MCALPIN • 5 THINGS DEFINING MILLENNIAL TRAVELERS • TH E S ECR E TS O F M E XICAN WI N E DIGITAL DEEP DIVE • D E STI NATIO N N E X T

Courtesy of Alonso Reyes

CONT E >> Departments 08.

10.

PRESIDENT’S NOTE

The travel agent’s best friend is back in a new form.

EDITOR’S NOTE

22.

You’ve known us digitally for two decades and now you know us in print.

24.

15.

TRUE NORTH

20.

This quarter’s most important news for agents.

CONVERSATIONS

We talk to travel experts about their most memorable Mexico experiences.

21.

BY THE WAY (A PSA)

States are passing independent contractor laws – could these affect you?

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HOW I CARRY ON

84.

Why Puerto Plata is the Dominican Republic destination you didn’t know you needed.

TAKING OFF

85.

CROSSWORD

86.

YESTERDAY’S NEWS

Need to stash your luggage? There’s obviously an app for that.

BREAKOUT SESSION

88.

ONE FOR THE ROAD

Personal branding should be the newest addition to your marketing toolbox.

How do you single travel?

28.

DIGITAL DNA

30.

82.

These agents are using digital tools to transform their businesses.

TECH TO KNOW

Here’s what agents and industry leaders are saying about the current status of the DR.

DESTINATION NEXT

Think you know leisure travel suppliers? Put your knowledge and expertise to the test. Election year drama? Sargassum saga? What we learn from the past will help us feel ready for the future. Witty wisdom to take with you til next time.

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T ENTS >> Features

32.

42.

46.

Francis Specker / Alamy Stock Photo

VIVA AUTHENTIC MEXICO

60.

TEAM BUILDING

REBELLION AT SEA

64.

DIGITAL DEEP DIVE

MEZCAL, MOLE AND MORE

68.

MARKETING MEXICO

Think you know Mexico? Not like this.

Ship’s getting real and Virgin Voyages is cruising in at the perfect time. Mexico’s all-inclusive dining scene is alive and thriving.

50. 5 TRENDS DRIVING MILLENNIALS

Tap into the mind of the millennial traveler – now the largest generation around.

56.

SECRETS OF MEXICAN WINE

We’re letting you in on Baja California’s biggest and most delicious secret.

70.

How do you know when it’s time to grow your agency? OTAs have consumers’ attention but agents can shift that their way. ALGV’s Jacki Marks shows us how. The travel industry loves Mexico, here’s how to sell the hottest destination to your clients.

CYBERSECURITY

Fraudsters stand no chance against these cybersecurity tips.

72.

PALMAÏA

74.

FRESH FACES

A new haven for the conscious traveler. Five emerging movers and shakers in the travel trade biz.

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MASTHEAD

PRESIDENT AND PUBLISHER John Ische

EDITORIAL

CIRCULATION, AUDIENCE DEVELOPMENT

Editor in Chief – Luke Gibson

Business Development Manager – Beth Kitzman

Managing Editor – Andrea Sedlacek

Business Development Specialist – Patty Guza

Staff Editor – Jenna Buege Staff Associate Editor – Taylor Coulson

TRISEPT SOLUTIONS

Contributing Editors – Alesandra Dubin, Wendy Gillette, Lydia Gregory,

Vice President, Development – Brad Buice

Leslie Lang, Andrea Mills, Sarah Treleaven, David Wilson

Enterprise Senior Manager

ADVERTISING

Enterprise Project Manager – David Janecek

Vice President, Business Development – Joe Shomperlen

Vice President, Finance – Michael Proulx

Vice President, Co-Op Advertising – Melissa Backus

Controller – Heath Dix

Jennifer Barth, Kalyan Kondapalli

Senior Account Directors – Pam Lowe, Sue Ulickey

Senior Financial Analyst

Senior Manager, Co-Op Advertising – Joshua Ben-Eliyahu,

Anthony Gupta, John Lough

Cindy Kubinek, Lauren Taft

Senior Financial Analyst – Nick De Leo

Product Manager, Co-Op Advertising–Manager, Co-Op Advertising

Support Analyst – Renee Hacker

Dianna DelTorto, Teresa Nichols, Deborah Russo Orlin

IT Business Operation Manager – Ryan Zygmont

Associate Manager, Co-Op Advertising – Madelyn Reyes Coordinator, Co-Op Advertising – Adam Besant, Stacy McSwain,

APPLE LEISURE GROUP

Nancy Tomek

Executive Chairman – Alex Zozaya Chief Executive Officer – Alejandro Reynal

MARKETING OPERATIONS

Chief Information Officer – John Ische

Senior Operations and Marketing Manager – Sarah Kneisler

Chief Financial Officer – Ryan Solomon

Advertising Product Specialist – Kati Kohler, Anthony Mathews

Chief Commercial Officer – Raymond Snisky

Marketing Coordinator – Jordyn Swan

Chief Strategy Officer – Javier Coll

Advertising Producer – Ashley Perego

General Counsel – Cory Shade

Advertising Producer – Andrew Noffke

Chief HR Officer – Sean McDevitt

Published by

President & Publisher – Marisa Beazel Chief Operating Officer – Giovanna Sanchez Creative Director – Scott Glick Editorial Director – Desiree Blanco Editor – Sole Sastre Production – Luisa Zelaya-Morillo 6

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PR E SIDEN T'S NOT E

Nearly 20 years ago

at Trisept Solutions, we envisioned how we could bring travel advisors into the internet age. We wanted to modernize agents and the industry by creating a web-based travel agent booking technology to make agents more efficient, profitable and effective. That was the genesis of VAX VacationAccess.

We knew we had something special when we launched VAX, but also knew that it was just the beginning of a reinvention of how travel agents engage with customers and compete in the travel industry. We quickly learned that VAX could be so much more than a booking solution for the industry’s leading travel agents and that we had so much more we could deliver. So we began to add more training and brand content to help keep you up-to-date on the leisure travel industry and more tools to help you engage with your customers. Throughout the last 20 years, we have continued to listen to your ongoing recommendations and feedback. After all, we created VAX exclusively for you, and it is through listening and responding to your feedback that we have been able to maintain our position as the industry’s leading travel technology. This past year, VAX was voted as the best travel technology in the industry by agents at the annual Travel Weekly Reader’s Choice Awards. It is incredible to think how far we have come. Today, as The Leisure Travel Marketplace, VAX VacationAccess is home to more than 120,000 travel advisors, and we publish thousands of pieces of travel business focused content annually from industry leaders, VAX’s on-staff editors and thought leaders from the industry’s most recognizable brands. We believe that it is our responsibility to enable travel agent success, and through our work, we can bring agents closer to their customers. As a part of the next phase of VAX’s history, we are thrilled to introduce you to The Compass Magazine. In the pages of this magazine, you will gain access to

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John Ische President, Trisept Solutions John’s industry tenure spans more than three decades.

strategic business tools, refined destination and product announcements, all powered by VAX VacationAccess. Our travel business publication is unlike any other, and we have created it just for you. The Compass Magazine exists to serve, guide and grow the businesses of those travel professionals who are shaping and growing our industry. You may remember some time ago when we called VAX “the travel agent’s best friend.” Our position on that has not changed. And just like a best friend, we’re going to keep listening to you and supporting you. We’re going to continue to invest in VAX and The Compass to ensure the content that we provide to you day in and day out is the best it can be. We want VAX and The Compass to be your trusted, faithful companion, supplying you with the information you need to succeed. Looking forward, we will continue to invest in best-in-class editorial and education, bringing you industry news and tips from innovators and game changers. Most importantly as we look to the future, we are going to continue to invest in leisure travel agents, in the travel agency model and in each and every one of you.

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E D I T O R' S N O T E

You’re in the know and we know it.

You’re one of the leading agents in the industry, and you’ve made it to the top of the list to be an exclusive recipient of The Compass Magazine, offered by invite only.

Why a magazine? Isn’t print dead? No — it isn’t! That’s as common a misconception as “do travel agents still exist?” Since VAX’s inception 20 years ago, we’ve always believed travel agents are the driving force in the industry. Not only are you some of the strongest and most resilient small businesses around, you work in one of the most vibrant and fun industries. And think of what you make possible for people. You help people get married. You help families relax and reconnect. You help people celebrate milestones. You help connect the world’s cultures and make it a smaller place. What would we do without you? To further prove our commitment to you and to create what we like to think of as an exclusive club of the industry’s most powerful agents, we created The Compass Magazine. You’ve known us digitally for two decades and now you know us in print. And I am really, really honored to create this for you. We couldn’t imagine the debut issue of our magazine focusing on a destination other than Mexico. In the pages of our very first issue, we’re taking you off-the-beaten path to explore the up-and-coming destinations as well as some of the familiar ones we know and love. We’re staying in Mexico to explore vibrant culinary experiences with AMResorts. With 35 resorts in Mexico (and more on the way), there’s no doubt they know Mexico and are dedicated to celebrating its culture.

Andrea Sedlacek Managing Editor Andrea believes the best way to gain perspective is to travel.

There’s a new cruise experience on the horizon and we’re giving you a peek into the spunky yet luxe Virgin Voyages. We’re also introducing you to some new players in the game. Get to know some new industry leaders as well as new agents making a splash in travel. One of the most important things to us when planning our debut issue was making your voice a focus. From cover to cover, you’ll see insights and opinions from your peers. We know you’re a tightknit community so we wanted to create a new place for you to connect: in the pages of our magazine. As much as we couldn’t leave out Mexico, we couldn’t leave you out, either. Welcome to issue 1. We’re so happy you’re here with us.

“Not only are you some of the strongest and most resilient small businesses around, you work in one of the most vibrant and fun industries.”

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KNOW THE FACTS

Ships’ Registry: The Netherlands.

TRUST THE ALASKA EXPERTS FOR YOUR CLIENTS’ TRIP OF A LIFETIME 



Unmatched experience and knowledge with more than 70 years in Alaska The largest selection of itineraries that include Glacier Bay National Park, all with sweeping views from our uncrowded ships



Our own hotels, rail cars and motorcoaches on Land+Sea Journeys for a seamless travel experience More time to explore with up to 3 nights at Denali National Park at our own McKinley Chalet Resort



Exclusive Yukon+Denali Land+Sea Journeys including Dawson City, the heart of the Klondike Gold Rush Explorations Central™ Alaska-focused programming and onboard Naturalist The best live music at sea with B.B. King’s Blues Club, Lincoln Center Stage, Billboard Onboard and Rolling Stone Rock Room* Award-winning cuisine, guided by our Culinary Council® of world-renowned chefs

Go to GoHAL.com to access our award-winning Holland America Line Academy training, travel agent appreciation fares and more *Music venues vary by ship. See GoHAL.com for details.

BEST IN ALASKA 2019 CRUISE CRITIC CRUISERS’ CHOICE DESTINATION AWARDS

BEST ALASKA CRUISE 2019 AFAR TRAVELERS' CHOICE AWARDS

BEST ALASKA ITINERARIES 2019 PORTHOLE CRUISE MAGAZINE EDITOR-IN-CHIEF AWARDS

BEST FOR DINING 2019 CRUISE CRITIC EDITORS’ PICK AWARDS

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CON T R IBU TOR S

CONTRIBUTORS SARAH TRELEAVEN

TAYLOR COULSON

Sarah Treleaven is a writer based in Nova Scotia. Her work has appeared in Harper’s, enRoute, The Guardian, the BBC, and many other publications.

Taylor traded in Cava and paella in Barcelona to finish her degree in cross-cultural communication and journalism. She has experience writing and editing content for travel professionals, wine enthusiasts and 20-somethings interested in studying or interning abroad. Taylor is passionate about traveling, bicycling and hiking — especially if it’s anywhere warmer than those Midwestern winters she’s all too familiar with.

LESLIE LANG

Leslie Lang is a freelance content writer who specializes in writing about travel, food, and hospitality technology; AI/IoT, and ancestry. She’s written for Adobe, Ancestry. com, Barclays Investment Bank, Google, and NPR.

JENNA BUEGE

Contributing Editor for The Compass and world explorer, Jenna loves writing about all things travel. With a degree in journalism, advertising and media studies, Jenna takes pride in her commitment to bringing readers of The Compass relatable, fun and accurate content. When she’s not busy typing her latest article, you can find Jenna binging her favorite TV shows with her two black cats Libby and Lana, exploring a new state park with her husband or dabbling in paranormal tourism in search of a good scare.

ANDREA MILLS

Andrea Mills is the former Editor in Chief of Modern Luxury Interiors Chicago and Modern Luxury Weddings Chicago magazines. In addition, she was the home design editor for CS magazine. Hailing from Canada, she got her start with Wish magazine under the direction of Jane Francisco (currently the Editorial Director of Hearst’s Lifestyle Group) and went on to become a style editor with House & Home magazine, then Chatelaine before moving to Chicago. She has more than 15 years of experience in content creation, writing and editing. She is often sought after as a moderator of panel discussions/events.

WENDY GILLETTE

Wendy Gillette is a correspondent, anchor and producer for CBS News TV and radio affiliates across the country. She specializes in travel related coverage and has been to more than 60 countries.

LYDIA GREGORY

ALESANDRA DUBIN

Alesandra Dubin is a news and lifestyle editor and writer based in Los Angeles. A veteran digital journalist, she’s covered travel, food, events, fashion and beauty, entertainment, home, parenting, and viral content for more than 15 years, for both consumer and business audiences. Her work has appeared in Town & Country, Esquire, Cosmopolitan, Good Housekeeping, Parents, E!, BravoTV. com, BuzzFeed, TODAY.com, and countless other online and print outlets.An avid traveler, she trots the globe with her husband and five-year-old twins

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DAVID WILSON

David Wilson is an Apac-based travel and tech specialist whose experience in journalism spans two decades. His stories have been featured in the South China Morning Post, Slate and The New York Times. In the 20-tens he ran a successful rehousing campaign for an extended Vietnamese family of slum-dwellers. In his spare time, he does strength training and hangs out with domestic cats.

Lydia Gregory is a bilingual + bicultural freelance travel writer and translator who grew up in San Juan, PR and is now based in Scottsdale, AZ. With 25+ years’ worth of writing experience, she specializes in Mexico and Latin America and has been on the mastheads of an eclectic collection of Spanish- and English-language consumer and trade publications. She loves putting frequent flyer miles on her laptop and sharing experiences with her readers.

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T RU E N O R T H

True NORTH WOR DS / J EN NA BU EGE

I DREAM OF MACAO

Courtesy of AM Resorts

AMResorts is about to make history with the 2020 opening of their new Dreams beachfront resort in Macao. New to the all-inclusive game, the anticipated Dominican Republic resort will be Macao’s first-ever all-inclusive property.

Macao is just 30 minutes north of the Punta Cana airport — Apple Vacations, Funjet Vacations and Travel Impressions offer 130+ Exclusive Nonstop Vacation Flights there every week. S P R I N G 2 02 0 / T H E C O M PA S S / 15

T RU E N O R T H

True NORTH WOR DS / J EN NA BU EGE

Courtesy of Gary Holly Wilmeth / Getty

LET’S GET SUSTAINABLE In addition to reducing single-use plastics and plastic straws, hotel and resort brands like InterContinental Hotels Group, Hilton and Marriott International are beginning to tackle the issue of food waste with the help of technology that uses cameras and AI to analyze the cost of wasted food to help chefs rethink their menus.

So long seaweed...

THINGS TO KNOW ABOUT GENERATION Z

Now boarding: Generation Z. Gen Zers (people born between 1995 and 2015) are the industry’s newest clientele. As these 20-somethings begin to enter the workforce, agents need to prepare their business to appeal to even younger adventurers with more digital content and more personalized travel itineraries. Here’s what else you should know. 1. GEN ZERS ARE TRAVELING at a rate comparable to millennials. 2. THEY'RE CHANGING SOCIAL MEDIA TOO, with a majority preferring to spend their screen time on bite-size, video-heavy platforms like Snapchat, YouTube and Instagram versus the millennial-favored Facebook.

The beaches along the Caribbean coastline of Mexico’s Yucatan Peninsula are famous for their white sand and sparkling blue water. And according to

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Courtesy of Drazen / Getty

Courtesy of Gary John Norman / Getty

3. SOME TRAVEL COMPANIES are already implementing strategies to appeal to this new generation of jetsetters by prioritizing mobile-first content with their favorite social networks in mind.

Quintana Roo Governor Carlos Joaquin Gonzalez, they’re officially seaweed free after the surge of sargassum in the summer of 2019.

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Predicting the next TSA headache Do your clients have any of the following icons on their licenses? If not, they’ll need to sprint to the DMV by October 1, 2020, the date the U.S. government is set to enforce new REAL ID rules and require people to have this ID type in order to fly domestically.

Gold Star Black Star Star cut out in gold circle Star cut out in black circle Star cut out in gold grizzly bear

Courtesy of Gary ferrantraite / Getty

ALL ABOUT TOURISM FEES

MEXICO by the numbers

Travelers love Mexico and the Ministry of Tourism of Mexico has the statistics to prove it. According to the numbers, 44,722,000 people visited the country in 2019, an 8.3% increase from 2018 that resulted in thousands of new jobs in the tourism sector for residents. These statistics demonstrate the importance of agents and how your work improves life in local communities.

From Venice to Los Cabos, some of the world’s most popular destinations are implementing a tourist fee to help combat overtourism, improve infrastructure and support local communities. Some are mandatory, some are obligatory, so check in with the destination before your clients go.

BRAZIL’S NEW OUTLOOK ON TOURISM Travelers from the U.S., Canada, Australia and Japan no longer need a visa to visit Brazil. The change was implemented in June and allows residents of the above countries to enter Brazil for 90 days with just a passport in hand. >> Shop lively Rio de Janeiro on VAX with Travel Impressions and United Vacations.

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C O N V E R S AT I O N S

>> M E X I C O

CONVERSATIONS...

Travel agents and travel experts share their most memorable Mexico experiences.

WOR DS / A N DR E A SEDL ACEK

Kristin Addis

Julie Parthree

Sherry Smalling

Carmen Sognovi

KRISTIN IS A SOLO FEMALE TRAVELER WHO AIMS TO MAKE TRAVELING MORE ACCESSIBLE AND ADVENTUROUS FOR EVERYONE.

WITH FIRST-HAND KNOWLEDGE OF 33 COUNTRIES INCLUDING ISRAEL AND GREECE, JULIE OFFERS PERSONALIZED TRAVEL PLANNING SERVICES.

SPECIALIZING IN DESTINATIONS WORLDWIDE, SHERRY LOVES TO PLAN LUXURY VACATIONS WHERE HER CLIENTS FEEL LIKE ROCK STARS.

CARMEN IS THE MOTHER OF A MULTIRACIAL FAMILY OF FOUR WHO LOVE TO TRAVEL THE WORLD TOGETHER.

BE MY TRAVEL MUSE

WEBSITE: bemytravelmuse.com INSTAGRAM: bemytravelmuse

Q: What’s your most memorable Mexico experience? A: My first time trying the Temescal — sweat lodge — really surprised me. I know that some can be quite intense, but my experience felt so gentle. Yes it was hot, but in a way that I thoroughly enjoyed. I felt purified and renewed afterward.

AMAZING DAYS TRAVEL IN PENNSYLVANIA

WEBSITE: amazingdaystravel.com

LIFETIME TRAVEL IN TEXAS

WEBSITE: getfaraway.com

INSTAGRAM: amazingdaystravel

FACEBOOK: facebook.com/ travelmadeeffortless

Q: What’s your most memorable Mexico experience?

A: I’ve had the opportunity to visit two very different locations in Mexico, Acapulco and the Riviera Maya Area of the Yucatán peninsula. I was struck by the distinct and enjoyable personalities of both. Acapulco reminded me of the earlier glamour days of travel with movie stars, street parties, carriage rides and who can forget those famous cliff divers! The topography reminded me of Hawaii where the mountains meet the sea to create a beautiful shoreline. Acapulco was an exceptional experience, but vastly different than my Riviera Maya/Cancun stays. However in both regions, the Mexican people were always hospitable and truly love their country and culture.

A: One of the things I love most about Mexico is the hospitality of the Mexican people! They are always so friendly and helpful and willing to bend over backwards to help me with anything I need. Embarrassingly enough, on one of my trips to Mexico, I ran out of tip money towards the end of my stay and I apologized that I didn’t have any money for a tip and the waiter’s response was to smile and said, “That’s ok! No problem!” Their hospitality is what keeps me coming back!

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TOP FLIGHT FAMILY

WEBSITE: topflightfamily.com INSTAGRAM: topflightfamily

Q: What’s your most memorable Mexico experience? A: One of our fondest memories from our travels to Mexico was visiting Los Tamarindos in San Jose Del Cabo. Our girls got a tour of this 17-acre organic farm, where they learned how fruits and vegetables are grown. Then we took a family cooking class, where we worked together to create a genuine farm-to-table meal! We left there with a love for using the freshest of ingredients, as well as a recipe book so we could share the experience with friends and family back home!

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B Y T H E WAY

>> P S A

BY THE WAY (a PSA) WOR DS / SA R A H T R EL E AV EN

Demystifying regulatory issues that could affect your business CALIFORNIA PASSED A NEW LAW THAT FUNDAMENTALLY CHANGES HOW INDEPENDENT CONTRACTORS (ICS) OPERATE. THEN, THEY EXEMPTED TRAVEL AGENTS. WHAT HAPPENED? IS THERE ANYTHING I NEED TO DO?

travel industry successfully petitioned to be exempt from AB 5’s major provisions. Working with the California Coalition of Travel Organizations (CCTO), the American Society of Travel Advisors (ASTA) organized two California “Lobby Days,” appealing to state senators at both their home and Sacramento offices. ASTA also launched a letter-to-the-editor and op-ed campaign. Hundreds of advocates, including many travel advisors, were involved in these initiatives and some even had clients write letters on their behalf. One of the biggest misconceptions, according to ASTA, was the idea that most travel advisors would prefer to be employees. “We spent a lot of time explaining that for our industry at least, the vast majority of folks wanted to be ICs and that this bill advisors and their clients,” says Peter Lobasso, ASTA General Counsel.

Courtesy of Jacobs Stock Photography Ltd / Getty

Will my business be affected? Even with the exemption, there are some provisions travel advisors should adhere to. Independent contractors should:

Here’s the background. With states scrambling to address the changing nature of work — in particular, the growing use of contract labor over full-time employees — new laws are being enacted. The writing of these laws has raised questions about how to balance the protection of workers with the right to self-determination — including the right to be, in the eyes of some, exploited in a professional context. What is the ABC test? California’s legislative efforts were kicked off by a case that went all the way to the state supreme court. Workers who were converted from employees to independent contractors, thereby losing some of their workplace protections, sued Dynamex, a courier and delivery service. It was immediately clear that many travel advisors who work as ICs would not meet the ABC classification, requiring employers to convert them to official employees. So what happened in California? In an attempt to codify the court’s decision, California passed the AB 5 bill in September. After significant effort, the

> Maintain a separate business location from that of their engaging agency > Avoid exclusivity clauses so that they’re available to render services to other vendors > Be careful to comply with the California Seller of Travel Law (which is not a new standard) What happens next? Similar laws are being drafted in both New York and New Jersey, and Eben Peck, Executive Vice President of Advocacy for the American Society of Travel Advisors (ASTA), has also indicated that Illinois, Oregon and Washington State could follow suit. Senator Bernie Sanders has also introduced a federal bill that uses a standard similar to the ABC model in California. ASTA supports a Republican bill that clarifies worker status—including independent contractor designations—and supports independent entrepreneurship. Ongoing awareness and advocacy will be important. As the implications from existing bills become increasingly clear, and as new bills are being considered, it’s an extremely important time for those who work in the travel industry to make their priorities clear. ASTA has set up separate portals for the New York and New Jersey bills, and encourages agency owners and independent contractors to contact their state representatives and request an exemption similar to the one accomplished in California. In-person constituent meetings were determined to be particularly effective. “Our system truly works when the people who are affected by something speak out,” says Lobasso.

ABC TEST? The court ruled that workers are presumed employees unless declared otherwise by an “ABC test”: 1. The worker is free from the control and direction of the hiring. 2. The worker provides work outside of the typical scope of the hiring entity’s business. 3. The worker performs work that is outside the usual course of the hiring entity’s business, customarily engaged in an independently established trade, occupation or business, of the same nature as the work performed.

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H OW I C A R RY O N

>> Q U E N T I N A L L U M S

HOW I CARRY ON

I liken the creative process to creating music or art — creating your sound, your voice — and personal branding is the same thing.

WOR DS / LU K E GIB SON

PERSONAL BRANDING IS THE NEWEST ADDITION TO YOUR MARKETING TOOLBOX. Quentin Allums Urban Misfit Adventures

As a business owner, the most valuable currency you carry is your personal brand. With immense pressure from online travel agencies and other forces, a travel advisor’s personal brand may be the secret ingredient to breaking through the noise and standing tall against these forces. In a recent interview, Quentin Allums (Q), entrepreneur, social influencer and owner of Urban Misfit Ventures, shared a few insights into how small business owners, specifically travel advisors, can carry on in a hyper competitive market.

All images courtesy of Quentin Allums

How do you define a personal brand? Often times, people think of personal branding as an identity or image you’re trying to create. It’s not that at all. Your personal brand is how you make people feel. I liken the creative process to creating music or art — creating your sound, your voice — and personal branding is the same thing. It’s more than an image; it’s how you make people feel, and the most effective way business owners can express their personal brand is through social media. What steps can travel advisors take to establish their personal brand? I believe that self-reflection is key in 22

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developing your personal (social) brand. I remember I turned a corner when I started to open up and tell my own story. I started by asking friends and family why they thought I was different. Unique. Why I stand out from a crowd. You’ll start to see similar responses, themes, echoes from one person to the next. I wrote down those responses and started to formalize why I was different. I asked myself, “What am I good at? Why would people follow me? Why is my story compelling?” It became pretty apparent what I needed to do from there. And if you have clarity on who you are and what makes you tick, it’s going to be pretty easy to get people to follow you. Do you have any advice for travel advisors who are looking to leverage social media to highlight their personal brand? I like to break social media up into two categories — discovery and branding. Discovery platforms are places where I am going to post something, and I am going to reach a lot of people. Platforms that I’m going to put a lot of focus on in this category include LinkedIn, TikTok and Quora. In terms of opportunity and reach, I would look at these three discovery platforms: leveraging LinkedIn to create your brand story, Quora (a question-and-answer website) to play an active role in answering questions and TikTok (a short form mobile video platform) to amplify your video content. How about the branding platforms that you mentioned? If you want to win, build a strong brand community. With branding platforms, you’re trying to reach people that you’re closer to, your friends or people already in your group. Building a community of like-minded people is how I started to scale my business. My community is individuals going through a lot of the same stuff that I am going through — starting a business, pursuing their dreams,

“LinkedIn connects 450 million professionals. Quora boasts 300 million active users. TikTok has one billion users.”

building something, and I am helping them get to their dreams. I see some carry over to the travel industry. You can leverage Facebook Groups to start building those communities. For travel advisors, creating vacation communities is an easy path to success and can allow you to create your own village of followers. Brand is a feeling. Get clear on what it is that people feel when they come in contact with your brand. You’ve been able to amass a mighty social following on social media, with tens of millions of views, and videos on LinkedIn and other social platforms generating more than 10,000 views per post. How? I’m different. One of my favorite quotes is from Sally Hogshead. She says “It’s good to be better, but it’s better to be different.” Understanding why you’re different is 80% of it. It’s so great to be talented, or the best at what you do, but it’s better to be different. If you can find a way to stand out, you’re going to find success. As far as learning resources, Q recommends advisors turn to Gary V or House of Misfits for resources on gearing up your social content game, but warns, “Don’t listen too much to other people. Try to figure out what works for you.” Q is a speaker, community builder; as well as the CEO of Urban Misfit Ventures, a fast growing startup based out of Milwaukee, Wisconsin. He has amassed over 10 million views on LinkedIn content and was one of the first video creators on the platform. He’s spoken at events such as VidCon, TEDx and Inbound 2019. You can connect with Quentin on LinkedIn at linkedin.com/in/tagjustq S P R I N G 2 02 0 / T H E C O M PA S S / 2 3

TA K I N G O F F

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TAKING OFF: Single Travel

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WOR DS / A N DR E A M IL L S

Whatever type of single trip is on the docket, we’ve got you covered. As the famous song goes, “one is the loneliest number.” If your client is a single person looking for a vacation to book, especially single parents wanting to get away with their kids, they undoubtedly believe the jingle to be true. But it doesn’t have to be! There are many benefits to going it alone — it is a growing trend, in fact. According to a 2018 report by the Adventure Travel Trade Association, solo travel will continue to increase. Whether you have a client choosing to be a single traveler (with or without kids), clients heading to a single destination or clients taking a single trip for the entire year, here’s how you can help them make the most of it. One is just a number, and sometimes it’s the only number you need.

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SINGLE PARENT

TOP SPOT: Reflect Resorts. With gourmet dining, worldclass spa services and an Explorer’s Club to keep the kids busy, everyone will get the vacation they deserve.

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The more you can help your single-parent travelers plan ahead, the better. Keep in mind they’ll need to take several documents on their trip. Each child’s passport and a notarized letter of consent from the other parent are required, and a copy of their birth certificate and a medical consent form are advised (you can download a template of a consent letter online at eforms.com/consent/ minor-child-travel). Kids tend to do best when they are busy and have a schedule, so look for resorts that offer kids programs, and book some excursions in advance. Steer your client to an all-inclusive resort, so they don’t need to worry about meals, and arrange airport transfers ahead of time. Dragging tired kids and luggage through a heckling taxi line to find a ride to your airport is not a great way to kick off a vacation.

SINGLE PERSON

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Matt Brelsford, director of operations at Blue Sun Vacations (bluesunvacations.com), has seen an increase in solo vacations, particularly by females. “I am seeing more of a confidence in people traveling by themselves to Mexico and the Caribbean,” he says. And in turn, he is finding that resorts are “stepping up their efforts to make foreign, single guests feel not so foreign.” An allinclusive destination is a great choice for a solo trip because there is a mix of structure and flexibility, allowing single travelers to meet people or keep to themselves. To position yourself as a vital tool to solo travelers, focus on the message that you’re there to guide them on the experience they want, Brelsford recommends. TOP SPOT: Any Breathless property. Brelsford says the communal dining tables in particular are a connecting experience and provide an easy opportunity to meet other travelers.

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TAKING OFF: Single Travel WOR DS / A N DR E A M IL L S

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3. SINGLE DESTINATION

A client’s ambitions to tackle 10 countries in 10 days sounds super exciting, and you know their Instagram will look amazing. But in reality? That’s a lot of packing and unpacking, checking in and out of hotels, and waiting around at airports and train stations. Instead of the pressure to hit the pavement and see the sights, a solo destination offers the opportunity to hang up your clothes, get acquainted with your surroundings and make the most of it. Help your clients choose their destination based on their interests. Whether it’s fitness and spa treatments, cooking classes or adventure, you can find their perfect-fit resort. Use the hotel’s concierge to find out about the local area and hot spots that are worth checking out, and pass that info along to your clients. TOP SPOT: Azul Beach Resorts. Offering everything from private villas and swim-up suites to personal concierges, they can pretty much check off anyone’s entire vacation wish list.

SINGLE VACATION

TOP SPOT: Be Live Resorts. With destinations like Morocco, Colombia, Portugal and Spain, you can scratch an itch for culture while still enjoying the comforts and luxuries of a world-class resort.

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Sometimes life happens in such a way that our vacation days for the year are few and far between. Whatever the reason, one is better than none, so you need to do everything you can to help your clients make the most of it. You may feel pressure to craft the more-thanperfect experience if your clients are planning just one vacation, but you can alleviate that stress by taking the time to really qualify them and understand their vacation goals. Be prepared to be flexible and willing to adapt, so they feel totally confident and excited for their one big getaway.

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D I G I TA L D N A

>> H OW AG E N T S A R E U S I N G D I G I TA L T O O L S T O T R A N S F O R M T H E I R B U S I N E S S

DIGITAL DNA WOR DS / DAV ID W IL SON

AGENTS ARE USING DIGITAL TOOLS TO TRANSFORM THEIR BUSINESS In the age of increased noise and content overload — as well as Google and other big digital forces threatening to become the complete online travel agency — agents are feeling the pressure of continually raising their digital game to stay relevant. To thrive in this new attention economy and attract new buyers, we’ve identified key tactics for you to grow your online presence with an SEO strategy and achieve success on the leading travel-friendly social media platform: Instagram.

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LAURA’S INSTAGRAM TIPS Courtesy of TARIK KIZILKAYA / Getty

ENHANCE YOUR INSTAGRAM Aside from SEO, Instagram as a marketing tool has never been more in demand. Laura Sangster, the owner of Caribbean Journey, the Atlanta-based agency of two decades’ standing, explains why her brand makes great use of the foremost visual platform. “I feel like the travel industry is all about eye candy, and nothing sells travel more than a beautiful photo. Instagram is the best social

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PRIORITIZE SEARCH ENGINE OPTIMIZATION EFFORTS To jumpstart your digital activity, borrow some of Google’s might and develop an SEO strategy for your business. Google remains a top search engine with 92 percent search engine market share; businesses that make the first page of results win almost all consumer traffic. Though an SEO strategy should be comprehensive, there are simple steps you can take to move in the right direction. One, include internal and external links in your content, formatting for readability and scannability (think “snackable” content) and two, target top keywords your prospects are Googling. One way to ride high in Google’s results is to use an optimization tool like SEMrush’s SEO Content Template. It’s excellent for analysis: Simply enter a keyword and the tool weighs what appears in Google’s top results, supplying you with tips on SEO-friendly content to add to your agency’s website. Keep in mind, too, that phones now account for over half of all organic search visits. So, to lure leads, you must make your content mobile-friendly.

> Use an iPhone because the device takes excellent snaps. > Put agents in pictures to fuel personal engagement. > Avoid being overly personal. An overemphasis on friends and family can create irrelevant content to your audience. > Edit with Google’s Snap Seeds app which enables fine-tuning. > Use the maximum of 30 hashtags to drive as much traffic as possible. > Time your posts to match peak traffic. vaxvacationaccess.com/thecompass

“To lure leads, you must make your content mobile-friendly.”

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PERFECT YOUR IMAGES For Laura, Instagram also makes her business more competitive by conveying “legitimacy” to budding clients yet to form a relationship.

“It’s not just the growth that we’re really going after — we also like it to be kind of a backup to prove through our images that we’re real people for these clients that find us online,” she says. When it comes to snapping those picturesque images, her chosen tool is an iPhone. She plans to upgrade from a 7 to the 11 Pro, hailed as proof Apple is becoming a camera brand. Sangster loves the new triple-lens device armed with a 12-megapixel sensor. Her team is tied to iPhones generally for convenience and the beauty they help them share. To finesse her shots to Instagramworthy perfection, Laura uses the iPhone’s built-in editing capability and Google’s editing app Snap Seeds, which is touted as a complete and professional photo editor. The app boasts 29 tools and filters, including a selective filter brush. “All styles can be tweaked with fine, precise control,” Google says. The tool is good for color-tuning and composition problems. Sangster cites how it has enabled her to remove intrusive background power lines and seaside water stains on hotel walls. Her top tip is to feature people, because pictures including agents yield more likes. “You see a lot of business owners getting very comfortable with sharing images of what they’re doing in their daily lives and their stories,” she says, convinced the habit backfires. “I want to know that the people I’m doing business with are real people, but I don’t necessarily have to see every award that their kids earned at school... it’s a great achievement, but I think that’s the biggest area where people fail.”

Success in Three Steps

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app for promoting gorgeous photography,” says Sangster who adopted Instagram in mid2014 and now has nearly 2,000 followers on her account, @caribbeanjourney. About 10 percent of her clients come directly through it. To fuel engagement, she uses hashtags, targeting some of her firm’s main market segments: honeymooners and foodies. For instance, she posts between noon and 3:00 p.m., Caribbean Journey’s peak viewing time. Without obsessively posting every day, she advises to sustain a consistent flow. Data gleaned by the visual marketing tool, Tailwind, in 2017 shows the more you post, the more followers jump onboard. Accounts posting more than seven times a week build their following faster than less prolific accounts, Tailwind found. Sangster says it’s also important to deploy the maximum number of hashtags: 30. Sangster advises. “To keep posts aesthetically pleasing, I like to put the hashtags in a comment instead of attached to the text in the post.” Some of Laura’s favorite hashtags are her business name, #caribbeanjourney, along with #traveldesigner and #uniquehotels. Add location tags, too, because pairing hashtags with locations delivers the highest engagement, a 2015 study conducted by the analytics firm Simply Measured found. “It’s comforting for me as a business owner to know that people not only have my website, but they can go and see our personal travel photos on Instagram and know we’re a serious business with expertise in travel.”

WHAT AGENTS CAN DO TO ACHIEVE SUCCESS ONLINE 1. DEVELOP A CONTENT STRATEGY Content marketing is a good way of raising your online profile. Get in the habit of composing blog posts to share your expertise. For a sharper, professional interface, consider LinkedIn. Your website is also an excellent place to host your content (that will also provide additional search benefits). 2. SPICE UP YOUR WEBSITE Make your dedicated website as attractive as possible. Punch in all the facts about tours, services, contact information and pricing. Inspire prospects to engage with the site deeply enough for you to relay your virtual marketing pitch effectively. 3. DISTRIBUTE A NEWSLETTER An easy way to build rapport with your clients and build a relationship with them is to create a newsletter. Make the content topical. Key into the timeframe, whether the new year or summer break are looming. Email your clients at a consistent cadence to stay top of mind. S P R I N G 2 02 0 / T H E C O M PA S S / 2 9

T E C H T O K N OW

>> S TA S H E R

TECH TO KNOW: Stasher WOR DS / L E SL IE L A NG

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DON’T UNDERESTIMATE FACEBOOK FOR MARKETING Everybody says I am great at marketing on Facebook. We get a ton of business from it. I don’t consider myself a techie person, but I can definitely get around Facebook.

Useful Technology

THAT SAVES YOU OR YOUR CLIENTS TIME There’s nothing fun about lugging around suitcases unnecessarily while traveling. But now it’s possible for you to be a hero to your clients by giving them a luggage storage solution while they’re on the road. The Stasher app helps travelers find a place to securely store their luggage when they arrive too early for their hotel check-in, or when they’ve checked out but have an outing planned before heading to the airport. How does it work? Stasher has more than 1,000 “StashPoints” in 200+ cities in North America, Europe, Australia and Asia. A traveler uses the Stasher app (available on iOS and Android) to look up the nearest vetted StashPoint. StashPoints are hotels or shops with which Stasher has agreements that have room to store luggage securely. You reserve space for your bags on the app or at stasher.com, pay online and then, following the directions Stasher provides, head over to drop off your bags. Each bag receives a numbered luggage tag, and you get its matching ticket. To pick up your luggage, you simply show your ticket and photo ID. Although the focus is on suitcases, StashPoints can often store larger items, too, such as bicycles, other sports equipment and strollers. To store a large item, or to store a bag longer-term (there may be a discount), email the company at info@stasher.com. How does it save time? Travelers don’t have to immediately head to their hotel to drop off luggage when they arrive in a city. They can store their bags near their arrival spot and start their vacation right away. They also don’t have to drag all their bags with them unnecessarily if they check out of a hotel much earlier than their flight departs or if they plan a brief side trip from their main destination. They can use Stasher to find a place to store most of their bags and take only what they need for, say, an overnight excursion. How much does it cost? At most locations, Stasher costs around $6 per item, per day in the U.S., £6 in the UK and €5 in the EU. The fee is a flat rate per bag, without size restrictions and includes up to $1,115 or equivalent per piece in insurance. Stasher says it tries to keep prices at up to 50 percent less than storage lockers at train stations (which are not only costly but also harder to find than in the past). 30

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I try to engage people. I’ll post a beautiful picture and say, “Where do you see yourself in this picture?” or “Where do you think this location is?” We also have a cup with our logo on it, and when our clients travel, we give them one and ask them to post a picture of it at #wheresthecup (or “SPTcup” at Instagram). I also do Facebook Live and selfies when I travel. I really stay active on Facebook, and I’m always promoting different things. Our Millennial and our Gen X and Gen Z travelers — they’re all online, they’re Googling. The more presence you show, the more quickly you’ll rise to the top. Susan Peavey, owner of Susan Peavey Travel in Massachusetts

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Viva Authe 32

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hentic

IF YOU AND YOUR CLIENTS ARE DONE WITH THE ARTIFICIAL AND READY TO EMBRACE AUTHENTIC, THEREâ&#x20AC;&#x2122;S NO BETTER PLACE THAN MEXICO. THE COUNTRY OFFERS OFF-THE-BEATEN PATH DESTINATIONS AND EXPERIENCES THAT SHOWCASE ITS UNIQUE CULTURE, COLORS AND CUISINE. WORDS: WENDY GILLETTE

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Courtesy of Nobu Hotel Los Cabos

Nobu Hotel Los Cabos, now open, balances calming Japanese minimalism with architectural elegance and the laidback luxury of Cabo San Lucas.

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The Luxury Transformation: LOS CABOS

Outdoor-loving, active clients will love the area’s many new resorts. Los Cabos is the second most popular area for American tourists in Mexico. But its potential as a high-end playground for the well-off wasn’t fully explored until recent years. Los Cabos is actually two towns, San Jose del Cabo and Cabo San Lucas, on the tip of the Baja California Peninsula. Los Cabos International Airport is now served by 27 direct flights from the U.S., including two just added from Cleveland and Pittsburgh. They’re filling more than a dozen new hotels that opened the past few years, many of them five stars. There’s the adults-only, all-inclusive Le Blanc Spa Resort Los Cabos; the nearly 600-room

all-inclusive Hard Rock Hotel Los Cabos; Nobu Hotel Los Cabos, Nobu’s first hotel in Mexico; Zadun, the fourth Ritz-Carlton Reserve; and the Four Seasons Resort Los Cabos, the first Four Seasons marina resort. According to the Managing Director of the Los Cabos Tourism Board Rodrigo Esponda, 2,000 new hotel rooms have opened in three years and another 2,000 are in the pipeline, bringing the total to 20,000 by the end of 2020. “It has really helped us get out of the stereotypes that the destination had before,” Esponda says. “Even though for many years we’ve had the One&Only and Rosewood Hotels, we still had a little bit of the sense that there was a taste for more luxurious hotels, given the closeness with Hollywood and the closeness with the affluent market in the United States.” But it’s what the destination offers beyond its many new properties that gives tourists a true taste of Mexico. Cabo was born as a fishing village, and still offers some of its best adventures on the water, perched between the Pacific Ocean and the Sea of Cortez. “Jacques Cousteau spent a lot of time there when he was alive, and he called this one of the great marine life centers of the world,” Rybicki says. “The world’s aquarium,” was one of Cousteau’s most famous quotes, paying homage to waters where whales, whale sharks and sea lions make their home. Excursions in Los Cabos include deep-sea fishing, kayaking to the

Cabo was born as a fishing village, and still offers unforgettable adventures on the water.

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exican people are, by nature, very friendly,” he says. “They have an expression, ‘Mi casa es su casa,’ which means my house is your house. And when you go out into destinations, you will feel that welcome from the local people.” Here are five places to call your new home.

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LA PAZ QUICK FACTS Future Hotel Openings: The city’s first five-star hotel, Chable, in 2021. Boutique hotel Habita in 2020.

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Local Experiences: Take a kite or wind surfing lesson. Glamping on Espiritu Santo island. Cooking classes in Todos Santos.

The mushroom rock of Balandra Beach is an icon in Baja California Sur.

famous Arco de San Lucas, world-class scuba diving and whale watching. Back on land, Los Cabos offers 17 golf courses with a new entry from the Four Seasons. Many have breathtaking views of the sea, desert and mountains, where more adventures await. “It could be trekking, a bicycle tour, glamping,” Esponda says. Or combine forces to “blamp,” biking and glamping in the desert at Rancho Cacachilas.

LOS CABOS QUICK FACTS Future Resort Openings: Aman, 1 Hotel, St. Regis, a second Four Seasons Local Experiences: Tour an organic farm in San Jose del Cabo and take a cooking class. Art walk Thursday nights in San Jose del Cabo and dine at locals’ favorite Mi Cocina in Hotel Casa Natalia. Take part in the “Meet the Locals” program, spending time with local artists and culinarians.

Cabo’s Next-Door Neighbor: LA PAZ

Best for nature-loving clients who crave the simple life. La Paz means “peace” in Spanish, and you’ll find a lot of it there. It’s about a two-hour drive on a four-lane highway, north of Los Cabos. “La

Paz is our little brother,” Esponda says. “La Paz, being so close, really complements the experience of somebody who’s looking for something off-thebeaten path. The Sea of Cortez, in front of La Paz, is exactly where you can snorkel with the whale sharks, half of the year, from October through April, and it is a must-do experience when you come.” La Paz is a common day trip from Cabo, but it’s also its own destination. There are more than 20 three- and four-star hotels. The largest is Costabaja Resort & Spa, which includes a marina and golf course. There are also luxury villas and condos at Puerta Cortes and the centrally located boutique hotel, Casa Al Mar. Nature is king in the region. The capital city of Baja California Sur is known for its crystalblue waters. “The beaches close to La Paz are incredibly beautiful,” Rybicki says. “Some of them are incredibly shallow waters where you can walk out 100-200 meters and not get further than your waistline.” And by joining up with certified tour operators, you can take a dip with sea lions on the island of Espiritu Santo, except for the months of June, July and August, when they’re mating. The UNESCO World Heritage Site is a nesting place for sea lions, the only location in the Americas where their numbers are growing. In the city, stroll on the boardwalk, called the Malecon, which is filled with sculptures by local artists, and drop by local restaurants. “La Paz is all about authenticity,” says Fátima Avilés, managing director of the La Paz Tourism Board. “It’s pretty quiet. It’s a place where you don’t feel like an outsider. You feel like a local. And since there’s no separation between locals and tourists, you can walk around easily and mix, which is pretty cool. Every place that tourists visit, locals visit it too. So, it’s a very cool vibe around town.”

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The Resort Giant of Mexico: CANCUN

Party all night or luxuriate all day at more than a dozen new hotels. Cancun and the Riviera Maya need no introduction to any travel advisor, since the area hosts several million Americans annually. There has been a surge of new developments in Quintana Roo, despite challenges in the region. A few of the properties that recently opened include the 553-room Now Natura Riviera Cancun from AMResorts, just 10 minutes from the airport; the five-star all-inclusive Majestic Elegance Costa Mujeres north of Cancun, the first of the chain in the country; the sustainable luxury property vaxvacationaccess.com/thecompass

CANCUN QUICK FACTS Future Hotel Openings: 898-suite Planet Hollywood Beach Resort Cancun, The Fives Oceanfront-Puerto Morelos, the Kanai Resort complex between Cancun and Playa del Carmen, with four planned properties including a St. Regis and W Hotel.

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Palmaia — The House of AiA in Playacar, which offers a jungle spa and Rituals of Sound program; and the Renaissance Cancun Resort & Marina, the first Renaissance in Mexico. It features 180 rooms, all with ocean or marina views, design inspired by Mayan mythology, a golf course and a beach club in the gated Puerto Cancun community. “We are in a great location, at the beginning of the hotel zone, in the best neighborhood of Cancun,” says Iliana Cortes, general manager of Renaissance Cancun Resort & Marina.

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Aerial view of Cancun hotel zone.

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Merida’s colonial-era architecture has become a big draw for travelers seeking a glimpse into the Yucatan Peninsula’s past.

The New Tulum near Cancun: HOLBOX

Clients who prefer bare feet will cherish this bohemian paradise. Anyone who’s landed at Cancun International Airport knows the drill. You’re accosted by a wave of eager, somewhat pushy company representatives trying to get you to buy rides to the hundreds of hotels and resorts dotting the beaches of Cancun and Riviera Maya as you exit customs. What a relief to pass them all by, head to your pre-booked shuttle and make your way a couple hours to Chiquila for the ferry ride to Isla Holbox (pronounced Hol-bosch). That’s when city life fades away. “Holbox is an authentic experience in itself, just getting there,” says Rybicki. You arrive on a small, 26-mile-long island where cars are banned and golf carts and bicycles are the only forms of transportation. Bare feet don’t have to mean bare bones when it comes to where you lay your head. Ser Cassandra is the island’s only luxury property, created by artist Sandra Perez. “Guests can enjoy the bohemian nature of Holbox while also being cosseted in five-star comfort,” she says. “We offer complimentary yoga on the beach, crystal therapies, as well as creative inspirations such as poetry and art. We want our guests to leave restored and inspired.”

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Head west for the White City: MERIDA

The hotel boasts one of the most highly regarded restaurants on the island, Ser Esencia. There are more casual restaurants and more than 70 guest houses and hotels in town. Seafood is the specialty, since the island began and still functions as a fishing center. Lobster pizza is Perez’s go-to treat. “It doesn’t have a lot of the modern trappings of a resort destination,” Rybicki says. “It’s still very much rustic in ambience, and very close to nature.” This is not the kind of vacation destination where you have much of an agenda or schedule. Between June and November, you can book a tour to swim with whale sharks. But much of your day may alternate between bird-watching more than 150 different species, sunbathing on perfect white sand beaches, walks and perhaps meditating on why you live anywhere else.

Travelers who love archeology and architecture will feel at home. On a nondescript busy street in Merida, behind a tall white wall, you’ll find a haven for romance, the adults-only boutique hotel Casa Lecanda. It was once a house in ruins, abandoned for 25 years. Owner and designer Stefano Marcelletti saw its promise, transforming it into seven separate rooms with locally made tiles and beds, and large communal areas; a lovely courtyard and pool; patios and gardens; and traditional hammocks to while away the midday hours, overwhelmingly hot in Merida in the summer. Marcelletti is also an incredible Italian chef with five restaurants in Merida, one right across the street from the hotel, Oliva Enoteca. Another boutique hotel is around the corner, Roses and Xocolate, dedicated to all things roses and chocolate, including a chocolate spa experience. As more hotels and restaurants emerge, the city is changing. “Merida is growing and as a tourist destination,” Marcelletti says. “The gastronomic scene is booming. Lot of new chefs, lot of new boutique hotels, the historic center opening up, a lot of restoration projects. The airport is expanding, as well. That should be complete in early 2020, to handle more flights and passengers.”

MERIDA QUICK FACTS Local Experiences: Visit nearby cenotes, take a market tour, explore the henequen industry, the fiber from an agave plant once used to make rope, that made Merida rich, see thousands of flamingos in Celestun.

Local Experiences: Three-island tour to view wildlife, swim in a cenote (natural swimming hole) and spot flamingos, fish with a local guide.

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HOLBOX QUICK FACTS

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First discovered in the 1500s, the majestic Tulum ruins have beckoned travelers for centuries.

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still played with a ball on fire, but the outcome isn’t so dire. To see what’s left of the Mayan civilization, the UNESCO World Heritage Site Chichen Itza is only about 90 minutes away, but the Uxmal, Mayapan, Oxkintok and Dzibilchaltun ruins are closer and less crowded.

Serenity by the Sea: PUERTO VALLARTA Courtesy of Orbon Alija / Getty

A relaxing escape for all ages in a picturesque city. Puerto Vallarta’s magic quickly soothes even the most stressed traveler. There’s plenty to do, from whale watching in the Pacific, to baby sea turtle releases to more far-flung adventures. “What is unique about Puerto Vallarta is it’s a little town, very charming, with cobblestone

Merida is about a four hours’ drive from Cancun and first-class, comfortable buses are the easiest way to get there. It’s the capital and largest city in the Yucatan peninsula and is rich in history, founded in 1542 with obvious European influences. Tall colonial homes dot many streets, many of them with colorful facades. Horse-drawn carriages line up in the main square outside the soaring Catedral de San Ildefonso, the oldest cathedral in the Americas. At night, the square and surrounding areas come alive. “It has events most of the year,” says Rybicki. “There’s music playing, or local dance.” The historic buildings and monuments alight, artists sell their wares and teams play games of Mayan fireball. Historians say the game used to end in death for the losers. These days, it’s

PUERTO VALLARTA QUICK FACTS Future Hotel Opening: The adults-only Hotel Amapa will bring Old Hollywood glamour to the historic Zona Romantica this spring. Local Experiences: Take the “Fiesta in the Mountains” tour to visit rural areas to learn about local customs, take a day trip to the town of San Sebastian del Oeste to see Spanish architecture dating back to the 17th century.

streets, white houses,” says Rocio LancasterJones, Jalisco’s undersecretary of tourism. “But in the back, we have the mountains.” That’s where you’ll find hiking trails and more high-octane activities like ziplining, horseback riding and ATV tours. The city also has become a mecca for gastronomy. “They were working for, I would say, 30 years, bringing international acclaim back to the area,” Lancaster-Jones says. “So, I really recommend a tour of their restaurants.” Food tours can be combined with sightseeing of Puerto Vallarta’s Old Town and its mile-long Malecon. Or buy tickets to “Rhythms of the Night,” from a Cirque du Soleil co-creator, about the Aztec creation story, performed in an amphitheater reached by a cruise at sunset. The city is easily accessible, with strong air connectivity: 18 airlines flying to 38 international destinations, including 19 in the U.S., though more visitors than ever are cruising to Puerto Vallarta. Lancaster-Jones says the number of ships increased 38 percent last year. And Vidanta is Mexico’s first-ever luxury cruise line, launching this year with stops planned in the city.

Jalisco City Life and Traditions: GUADALAJARA

Clients who love traditional art, music and tequila will love exploring. Guadalajara is a taste of big city life in the state of Jalisco, the second largest metropolis in Mexico. But those who live there are proud of the traditions of their forefathers.

Courtesy of ferrantraite / Getty

Admire the beautiful architecture of Los Muertos Pier with a day trip to the Malecon Boardwalk.

T H E C O M PA S S / S P R I N G 2 02 0

vaxvacationaccess.com/thecompass

OAXACA QUICK FACTS

Courtesy of MStudioImages / Getty

Local Experiences: Take a surf lesson in Puerto Escondido. Visit villages near Oaxaca that specialize in crafts such as wooden animals, black pottery and weaving. Hike around the Hierve de Aqua and take a swim in the petrified waterfall, located an hour outside Oaxaca.

Adventurous eaters and beach bums will love exploring the colorful and historic Oaxaca City.

“We always say it has the best of both worlds,” says Lancaster-Jones. “We have the traditional part. We are the cradle and birthplace of mariachi, of tequila. At the same time, we are considered the Latin American Silicon Valley. We have about 200 universities throughout the city. We are a city that offers everything.” The tourism sector is also exploding. “We are growing very quickly with 23 hotels opening in 2019 and 2020,” says German Ralis, Jalisco’s secretary of tourism. “They will make the city more attractive.” They’re bringing 3,000 new rooms to the city, from business to boutique hotels. Guests can explore a budget-friendly city and its huge range of authentic activities. Browse San Libertad Mercado, the biggest indoor market in Latin America. This year, Mexico’s national sport, charrería, similar to rodeo, takes center stage as the first competitive group, Charros de Jalisco, celebrates 100 years. Watch

a Sunday afternoon practice or tour the stables and even ride a horse at Lienzo Charros de Jalisco Arena. Pair your equine encounter with a mariachi performance and a tequila tasting, which of course makes every tradition just a little more fun.

Paradise: OAXACA

Adventurous eaters and beach bums will rejoice. Start in Oaxaca City with a very empty stomach, since this is Mexico’s foodie center. UNESCO lists Mexican traditional cuisine as an Intangible Cultural Heritage of Humanity, on par with French gastronomy. As you tour the city’s plentiful food markets, Mercado Benito Juárez, Mercado 20 de Noviembre, and Mercado de Artesanías, sampling mole, grasshoppers, tamales, tasajo (thinly sliced beef), tlayuda (tortilla pizza) and Oaxacan cheese, the range of the cuisine reveals itself. Then stop by a

mezcalería to learn how mezcal, tequila’s smoky cousin, is produced. There are direct flights to Oaxaca from Dallas, Houston and Los Angeles. Add on another half hour to get to the beach, taking Aerotucan’s daily flight to Puerto Escondido. It’s where surfers will find some of the biggest waves in the world. New Yorker Amy Hardy visited in 2002 and moved there three months later, opening a boutique resort hotel, Villas Carrizalillo, with her husband. Twelve rooms and a restaurant are perched on a cliff overlooking Playa Carrizalillo bay. “I just fell in love with the town,” she says. “When I would leave New York, it would take me a week just to relax, but you get here and you immediately relax. Something about this place, it’s just very calming. It’s a small town, but it still has everything you need, and a lot of transients. It’s off-the-beaten path, so the people that you meet are very interesting, different.” Water sports — including fishing, paddle boarding, kayaking and horseback riding to hot springs or waterfalls — consume most days. There’s a bioluminescent bay to visit at night and a tourist center filled with restaurants and bars. “In the 17 years we’ve been here, I don’t feel it’s changed very much,” Hardy says. “It’s still very authentic old Mexico. You still go downtown, the Mercado, and it’s all locals.”

GUADALAJARA QUICK FACTS

Local Experiences: Visit the town of Tlaquepaque to take a clay artisan class and visit art galleries, sign up for a taco gastronomy tour, drive 45 minutes to the town of Tequila to see its birthplace and learn how it’s produced at a few of the 200 distilleries in the region..

Courtesy of drferry / Getty

Future Hotel Opening: Boutique hotel Casa Rebora in a 1934 home with a pink bar, coming in March.

S P R I N G 2 02 0 / T H E C O M PA S S / 41

Rebellion

SHIPâ&#x20AC;&#x2122;S GETTING REAL, AS THEY SAY AT VIRGIN VOYAGES.

Courtesy of D Primrose / Alamy Stock Photo

at SEA

PHOTO / A L A M Y WOR D S / A N DR E A S E DL AC E K

T H E C O M PA S S / S P R I N G 2 02 0

vaxvacationaccess.com/thecompass

HE NEW LIFESTYLE BRAND and Sir Richard Branson’s latest travel adventure is bringing a new, luxe experience to cruising. With travelers seeking real, authentic and inclusive experiences more than ever, the introduction of Virgin Voyages into the cruise space comes at the perfect time. DO WE REALLY NEED ANOTHER CRUISE LINE?

Cruise Lines International Association (CLIA) recently released their 2020 State of the Cruise Industry Report, which found that 32 million passengers are expected to set sail this year. This is decidedly great news for travel advisors specializing in cruise based experiences and even better news for an emerging cruise brand. It only means opportunity. Cruising doesn’t just benefit travelers; it’s also a major employer in the travel industry. CLIA’s 2018 Global Economic Impact Analysis found that in 2018, cruising sustained 1.2 million jobs, equaling $50.24 billion in wages and salaries and $150 billion total output worldwide. With such a big impact, it’s clear that cruising isn’t going away. In fact, the market is continuing to evolve and the demographics of cruisers are changing. Cruising’s positive impact can also be felt in the destinations where they port, creating positive economic progress in communities around the world. According to CLIA’s 2018 Global Economic Impact Analysis, passengers spend $376 in port cities before boarding a cruise and spend $101 in each visiting port destination during a cruise. North America accounts for the highest rate of cruisers with 14.2 million North Americans cruising in 2018. As travel advisors, this means you’re creating memorable, authentic experiences for your customers, and at the same time, having a positive impact on the lives of people in destination markets across the globe.

CRUISING LIKE A ROCK STAR

As a new brand, finding and occupying a corner of an already crowded travel market is no easy task, but Virgin Voyages and CEO Tom McAlpin are up for the challenge. “What do creative innovators do when they’ve conquered land and space?

Well, they take their skills to the sea. Sir Richard Branson brought together the most inspiring partners to build a ship worthy of breaking barriers (and waves),” says McAlpin. Long awaited by the travel advisor community, Virgin Voyages’ first ship, The Scarlet Lady, is set to sail on her maiden voyage on April 1, 2020, boasting an irresistible adult-by-design experience at sea. This ship means serious business for the industry. “We have a different concept,” says McAlpin. “It’s not premium. It’s not luxury. We think this is something completely different. We call this rebellious luxe.” Which means what,

mindset older generations have about cruise vacations; it’s about the experience and the opportunity to see and do new things that millennials crave. Though Virgin Voyages’ vibe is attractive to millennials, attracting that generation — or any generation, really — wasn’t necessarily their intention. Their sweet spot is adults, 30-50 years old. “We don’t see this as any one specific demographic — we see this brand as one that was created for those who are young at heart. People who want to have a good time, who want to be able to have fun and then detox. It’s not about an age, it’s about a mindset,” says McAlpin.

“WHAT DO CREATIVE INNOVATORS DO WHEN THEY’VE CONQUERED LAND AND SPACE? WELL, THEY TAKE THEIR SKILLS TO THE SEA. SIR RICHARD BRANSON BROUGHT TOGETHER THE MOST INSPIRING PARTNERS TO BUILD A SHIP WORTHY OF BREAKING BARRIERS (AND WAVES).” exactly? “Rebellious luxe is about a more sophisticated, upscale experience. It’s more casual, but it’s like how a rock star would have it. It’s like cruising the way Richard Branson would choose to cruise. Casual, but yet always high quality never about nickel and diming. It’s not luxury as you would typically see.” This new take on luxury is a smart move for the brand, as millennials and Gen Xers are slowly becoming more likely to cruise, according to CLIA’s 2018 Cruising Travel Report. And, when millennials cruise, 24 percent of them take the luxury route, whereas only 4 percent of baby boomers choose luxury. It’s no longer about the “it’s a good value”

A NEW ONBOARD EXPERIENCE

The vision for Virgin Voyages’ ships was a small, more intimate environment, with a maximum of 750 cruisers — that’s quite a change from the average cruise ship that can hold thousands. But the small size certainly does not mean fewer amenities and Virgin Voyages’ claim is to be a more inclusive brand. Gratuities are included, along with Wi-Fi, sodas, coffee, tea and fitness classes. The cabins accommodate up to four travelers, with cabin options perfect for solo sailors. With the solo traveler niche picking up steam, this is a key differentiator for the brand. S P R I N G 2 02 0 / T H E C O M PA S S / 4 3

The Scarlet Lady has full service bars in each of its restaurants, 20 different eateries with six specialty restaurants plus no extra charge extra for eating in the dining hall. She also boasts luxe experiences including a core focus on wellness, dining and unique entertainment all targeting young, adult travelers. “Think of it as a luxury boutique hotel — a curated experience from a boutique hotel but on the water,” says McAlpin. For destinations, the brand wants their sailors to do it differently, so they chose destinations for The Scarlet Lady where customers can get off the beaten path and immerse themselves with the destination. It’s not all about where you’re going; it’s about how you’re experiencing it. McAlpin believes their sailors want even more authentic experiences than the industry offers today. They want to engage with locals. They want to eat the local food. As such, all itineraries on The Scarlet Lady have either an overnight or a late night stays onshore.

Courtesy of Luis Virgin Voyages

Courtesy of Virgin Voyages

Virgin Voyages’ newest ship, The Scarlet Lady, makes her debut in April 2020.

brand out there is try to connect with. “We need to make sure we provide as many tools and resources as possible to understand us,” says McAlpin. When asked about commission structures for their First Mates, McAlpin says they’re working to make it simple. “We pay commission on everything we sell including air, onboard amenities — everything. We pay what we call our perfect 10. We pay 10 percent commission on everything and then there are additional overrides depending on volume produced by the agency.” So do we need another cruise line? Yes, based on the demand for and the experience crafted by Virgin Voyages, we do. “They zig, we zag,” said McAlpin. “We see ourselves as a brand that will be doing things a little bit differently.”

T H E C O M PA S S / S P R I N G 2 02 0

Courtesy of Virgin Voyages

CALLING ALL FIRST MATES

McAlpin states that travel advisors are critical for the launch of Virgin Voyages. “We call our travel agents First Mates, because first mates are the right hand of the captain and we see our First Mates as our right hand,” says McAlpin. “We need the trade to help us spread the word about this fantastic experience we’ve created. We’ve invested in that. We recently launched firstmates.com, a learning platform for our first mates to learn what we’re all about and they can book there as well. We’ve invested in programs like Seaciety, a closed Facebook group.” This emphasis on digital tools is key to reaching the elusive independent contractors that every

vaxvacationaccess.com/thecompass

Los Cabos is a subtropical desert with up to 350 sunny days a year.

LOS CABOS ESSENTIALS San Lucas and San José del Cabo connected by a 20-mile

Mexico, and enjoy a pre-Hispanic

Los Cabos where the promenade is

gastronomic experience.

Sip coffee and pop into a gallery to

FROM FARM-TO-TABLE IN MIRAFLORES

mythical Hotel California and other

Stroll through the gardens and

Jazamango, one of the region’s most

BEYOND THE BRIDGE OF SAN JOSÉ DEL CABO

orchards that grow ingredients for the

legendary restaurants.

Begin with a guided tour in Huerta

A blind tasting includes wines from

de Los Tamarindos, a five-hectare

Valle de Guadalupe, followed by a five-

organic farm. Joined by chef Enrique

course feast and stargazing.

A barista shares the origins of

your dinner, which also features wines

CONCERT FROM THE SEA

experience featuring coffees from

from Valle de Guadalupe.

Sail at sunset on a 64-foot yacht or

Carrington.

THE LAY OF THE LAND

LOS CABOS

corridor. The peninsula reaches into the Sea of Cortez and the deep waters of the Pacific Ocean.

These are the main tourist destinations of BEST TIME TO VISIT

HOW TO GET THERE

Roads in this region are very

Los Cabos where strong infrastructure and

While the weather is beautiful all

More than 500 weekly flights

accessible and safe, including

vibrant communities welcome visitors year-round.

year, the best time to visit is from

from 42 destinations across

Highway 19 between Cabo San Lucas

November to May, which coincides

the U.S. and Canada fly into

and La Paz by way of Todo Santos,

with various events.

Los Cabos International Airport.

and Highway 1 by way of El Triunfo.

LOS200-28939 - 2020 Compass Insert.indd 1-4

Gather on an anchored yacht in Puerto

work of surrealist painter Leonora

Located at the southernmost tip of Mexico’s Baja California Peninsula, Los Cabos is made up of the towns of Cabo

varieties of corn that flourish in

adorned with art representing the

I NS I DER EX PERI ENC ES

WHERE IS LOS CABOS? CABO SAN LUCAS

side of Los Cabos from the locals’ point of view.

Lively and exuberant, there’s

meet artist Arturo Mendoza. Visit the storied buildings before traveling to

region’s best restaurants and hotels.

Silva, you will collect ingredients for

Lead your clients away from the tourist trail and they’ll see a

MEET THE ARTISANS OF TODOS SANTOS

ART-TO-TABLE DINING

Zodiac-type boat to the iconic El Arco.

never a shortage of things to do in

DISCOVER BLAMPING

A MAGICAL WEDDING

STEP INTO RUSTIC KITCHENS

FOLLOW THE GOLDEN ROUTE

A hydrophone is submerged into the

Cabo San Lucas. While the legendary

Experience the thrill of mountain

In Todos Santos, pueblo-style calendas

An off-road journey on a 4x4 heads

In the former gold mining community

sea to capture the ethereal sounds

nightlife is a draw for some crowds,

biking with luxury camping. Navigate

is a colorful event with huge artisanal

toward the town of La Candelaria

of El Triunfo, see La Ramona – a

of courting humpback whales. Then

Cabo San Lucas is also a hub for

a network of hiking and biking trails

figures and lively music, ending at

where a load mule completes the last

155-foot-high chimney that once was

enjoy a six-course meal created from

artisan shopping, farm-to-table

in Rancho Cacachilas and spend the

Todos Santos Mission or in the main

leg. There, an artisan potter tells her

believed to be designed by Gustave

ingredients sourced from throughout

dining and world-class golfing.

night relaxing in a fully outfitted tent.

square for a wedding ceremony.

stories and shares a meal prepared in

Eiffel (and the legend still endures).

the country.

her family’s kitchen.

Learn about

GET TO KNOW THE LOCALS OF SAN JOSÉ DEL CABO his grains and leads a sensory Oaxaca, Veracruz and Chiapas. Then visit a boutique ice cream parlor, sample Damiana liqueur, learn about Baja craft beer and end with a gourmet meal.

3/4/20 4:31 PM

Los Cabos is a subtropical desert with up to 350 sunny days a year.

LOS CABOS ESSENTIALS San Lucas and San José del Cabo connected by a 20-mile

Mexico, and enjoy a pre-Hispanic

Los Cabos where the promenade is

gastronomic experience.

Sip coffee and pop into a gallery to

FROM FARM-TO-TABLE IN MIRAFLORES

mythical Hotel California and other

Stroll through the gardens and

Jazamango, one of the region’s most

BEYOND THE BRIDGE OF SAN JOSÉ DEL CABO

orchards that grow ingredients for the

legendary restaurants.

Begin with a guided tour in Huerta

A blind tasting includes wines from

de Los Tamarindos, a five-hectare

Valle de Guadalupe, followed by a five-

organic farm. Joined by chef Enrique

course feast and stargazing.

A barista shares the origins of

your dinner, which also features wines

CONCERT FROM THE SEA

experience featuring coffees from

from Valle de Guadalupe.

Sail at sunset on a 64-foot yacht or

Carrington.

THE LAY OF THE LAND

LOS CABOS

corridor. The peninsula reaches into the Sea of Cortez and the deep waters of the Pacific Ocean.

These are the main tourist destinations of BEST TIME TO VISIT

HOW TO GET THERE

Roads in this region are very

Los Cabos where strong infrastructure and

While the weather is beautiful all

More than 500 weekly flights

accessible and safe, including

vibrant communities welcome visitors year-round.

year, the best time to visit is from

from 42 destinations across

Highway 19 between Cabo San Lucas

November to May, which coincides

the U.S. and Canada fly into

and La Paz by way of Todo Santos,

with various events.

Los Cabos International Airport.

and Highway 1 by way of El Triunfo.

LOS200-28939 - 2020 Compass Insert.indd 1-4

Gather on an anchored yacht in Puerto

work of surrealist painter Leonora

Located at the southernmost tip of Mexico’s Baja California Peninsula, Los Cabos is made up of the towns of Cabo

varieties of corn that flourish in

adorned with art representing the

I NS I DER EX PERI ENC ES

WHERE IS LOS CABOS? CABO SAN LUCAS

side of Los Cabos from the locals’ point of view.

Lively and exuberant, there’s

meet artist Arturo Mendoza. Visit the storied buildings before traveling to

region’s best restaurants and hotels.

Silva, you will collect ingredients for

Lead your clients away from the tourist trail and they’ll see a

MEET THE ARTISANS OF TODOS SANTOS

ART-TO-TABLE DINING

Zodiac-type boat to the iconic El Arco.

never a shortage of things to do in

DISCOVER BLAMPING

A MAGICAL WEDDING

STEP INTO RUSTIC KITCHENS

FOLLOW THE GOLDEN ROUTE

A hydrophone is submerged into the

Cabo San Lucas. While the legendary

Experience the thrill of mountain

In Todos Santos, pueblo-style calendas

An off-road journey on a 4x4 heads

In the former gold mining community

sea to capture the ethereal sounds

nightlife is a draw for some crowds,

biking with luxury camping. Navigate

is a colorful event with huge artisanal

toward the town of La Candelaria

of El Triunfo, see La Ramona – a

of courting humpback whales. Then

Cabo San Lucas is also a hub for

a network of hiking and biking trails

figures and lively music, ending at

where a load mule completes the last

155-foot-high chimney that once was

enjoy a six-course meal created from

artisan shopping, farm-to-table

in Rancho Cacachilas and spend the

Todos Santos Mission or in the main

leg. There, an artisan potter tells her

believed to be designed by Gustave

ingredients sourced from throughout

dining and world-class golfing.

night relaxing in a fully outfitted tent.

square for a wedding ceremony.

stories and shares a meal prepared in

Eiffel (and the legend still endures).

the country.

her family’s kitchen.

Learn about

3/4/20 4:31 PM

Los Cabos is a subtropical desert with up to 350 sunny days a year.

LOS CABOS ESSENTIALS San Lucas and San José del Cabo connected by a 20-mile

Mexico, and enjoy a pre-Hispanic

Los Cabos where the promenade is

gastronomic experience.

Sip coffee and pop into a gallery to

FROM FARM-TO-TABLE IN MIRAFLORES

mythical Hotel California and other

Stroll through the gardens and

Jazamango, one of the region’s most

BEYOND THE BRIDGE OF SAN JOSÉ DEL CABO

orchards that grow ingredients for the

legendary restaurants.

Begin with a guided tour in Huerta

A blind tasting includes wines from

de Los Tamarindos, a five-hectare

Valle de Guadalupe, followed by a five-

organic farm. Joined by chef Enrique

course feast and stargazing.

A barista shares the origins of

your dinner, which also features wines

CONCERT FROM THE SEA

experience featuring coffees from

from Valle de Guadalupe.

Sail at sunset on a 64-foot yacht or

Carrington.

THE LAY OF THE LAND

LOS CABOS

corridor. The peninsula reaches into the Sea of Cortez and the deep waters of the Pacific Ocean.

These are the main tourist destinations of BEST TIME TO VISIT

HOW TO GET THERE

Roads in this region are very

Los Cabos where strong infrastructure and

While the weather is beautiful all

More than 500 weekly flights

accessible and safe, including

vibrant communities welcome visitors year-round.

year, the best time to visit is from

from 42 destinations across

Highway 19 between Cabo San Lucas

November to May, which coincides

the U.S. and Canada fly into

and La Paz by way of Todo Santos,

with various events.

Los Cabos International Airport.

and Highway 1 by way of El Triunfo.

LOS200-28939 - 2020 Compass Insert.indd 1-4

Gather on an anchored yacht in Puerto

work of surrealist painter Leonora

Located at the southernmost tip of Mexico’s Baja California Peninsula, Los Cabos is made up of the towns of Cabo

varieties of corn that flourish in

adorned with art representing the

I NS I DER EX PERI ENC ES

WHERE IS LOS CABOS? CABO SAN LUCAS

side of Los Cabos from the locals’ point of view.

Lively and exuberant, there’s

meet artist Arturo Mendoza. Visit the storied buildings before traveling to

region’s best restaurants and hotels.

Silva, you will collect ingredients for

Lead your clients away from the tourist trail and they’ll see a

MEET THE ARTISANS OF TODOS SANTOS

ART-TO-TABLE DINING

Zodiac-type boat to the iconic El Arco.

never a shortage of things to do in

DISCOVER BLAMPING

A MAGICAL WEDDING

STEP INTO RUSTIC KITCHENS

FOLLOW THE GOLDEN ROUTE

A hydrophone is submerged into the

Cabo San Lucas. While the legendary

Experience the thrill of mountain

In Todos Santos, pueblo-style calendas

An off-road journey on a 4x4 heads

In the former gold mining community

sea to capture the ethereal sounds

nightlife is a draw for some crowds,

biking with luxury camping. Navigate

is a colorful event with huge artisanal

toward the town of La Candelaria

of El Triunfo, see La Ramona – a

of courting humpback whales. Then

Cabo San Lucas is also a hub for

a network of hiking and biking trails

figures and lively music, ending at

where a load mule completes the last

155-foot-high chimney that once was

enjoy a six-course meal created from

artisan shopping, farm-to-table

in Rancho Cacachilas and spend the

Todos Santos Mission or in the main

leg. There, an artisan potter tells her

believed to be designed by Gustave

ingredients sourced from throughout

dining and world-class golfing.

night relaxing in a fully outfitted tent.

square for a wedding ceremony.

stories and shares a meal prepared in

Eiffel (and the legend still endures).

the country.

her family’s kitchen.

Learn about

3/4/20 4:31 PM

Los Cabos is a subtropical desert with up to 350 sunny days a year.

LOS CABOS ESSENTIALS San Lucas and San José del Cabo connected by a 20-mile

Mexico, and enjoy a pre-Hispanic

Los Cabos where the promenade is

gastronomic experience.

Sip coffee and pop into a gallery to

FROM FARM-TO-TABLE IN MIRAFLORES

mythical Hotel California and other

Stroll through the gardens and

Jazamango, one of the region’s most

BEYOND THE BRIDGE OF SAN JOSÉ DEL CABO

orchards that grow ingredients for the

legendary restaurants.

Begin with a guided tour in Huerta

A blind tasting includes wines from

de Los Tamarindos, a five-hectare

Valle de Guadalupe, followed by a five-

organic farm. Joined by chef Enrique

course feast and stargazing.

A barista shares the origins of

your dinner, which also features wines

CONCERT FROM THE SEA

experience featuring coffees from

from Valle de Guadalupe.

Sail at sunset on a 64-foot yacht or

Carrington.

THE LAY OF THE LAND

LOS CABOS

corridor. The peninsula reaches into the Sea of Cortez and the deep waters of the Pacific Ocean.

These are the main tourist destinations of BEST TIME TO VISIT

HOW TO GET THERE

Roads in this region are very

Los Cabos where strong infrastructure and

While the weather is beautiful all

More than 500 weekly flights

accessible and safe, including

vibrant communities welcome visitors year-round.

year, the best time to visit is from

from 42 destinations across

Highway 19 between Cabo San Lucas

November to May, which coincides

the U.S. and Canada fly into

and La Paz by way of Todo Santos,

with various events.

Los Cabos International Airport.

and Highway 1 by way of El Triunfo.

LOS200-28939 - 2020 Compass Insert.indd 1-4

Gather on an anchored yacht in Puerto

work of surrealist painter Leonora

Located at the southernmost tip of Mexico’s Baja California Peninsula, Los Cabos is made up of the towns of Cabo

varieties of corn that flourish in

adorned with art representing the

I NS I DER EX PERI ENC ES

WHERE IS LOS CABOS? CABO SAN LUCAS

side of Los Cabos from the locals’ point of view.

Lively and exuberant, there’s

meet artist Arturo Mendoza. Visit the storied buildings before traveling to

region’s best restaurants and hotels.

Silva, you will collect ingredients for

Lead your clients away from the tourist trail and they’ll see a

MEET THE ARTISANS OF TODOS SANTOS

ART-TO-TABLE DINING

Zodiac-type boat to the iconic El Arco.

never a shortage of things to do in

DISCOVER BLAMPING

A MAGICAL WEDDING

STEP INTO RUSTIC KITCHENS

FOLLOW THE GOLDEN ROUTE

A hydrophone is submerged into the

Cabo San Lucas. While the legendary

Experience the thrill of mountain

In Todos Santos, pueblo-style calendas

An off-road journey on a 4x4 heads

In the former gold mining community

sea to capture the ethereal sounds

nightlife is a draw for some crowds,

biking with luxury camping. Navigate

is a colorful event with huge artisanal

toward the town of La Candelaria

of El Triunfo, see La Ramona – a

of courting humpback whales. Then

Cabo San Lucas is also a hub for

a network of hiking and biking trails

figures and lively music, ending at

where a load mule completes the last

155-foot-high chimney that once was

enjoy a six-course meal created from

artisan shopping, farm-to-table

in Rancho Cacachilas and spend the

Todos Santos Mission or in the main

leg. There, an artisan potter tells her

believed to be designed by Gustave

ingredients sourced from throughout

dining and world-class golfing.

night relaxing in a fully outfitted tent.

square for a wedding ceremony.

stories and shares a meal prepared in

Eiffel (and the legend still endures).

the country.

her family’s kitchen.

Learn about

3/4/20 4:31 PM

CABO PULMO

D I S C O V E R T H E B A J A W A Y.

SJD 25 min. TODOS SANTOS

SAN JOSE DEL CABO

TOURIST CORRIDOR

EXPLOR ING B AJA SUR

CABO SAN LUCAS

EL ARCO

Charming towns and historic cities dot the Pacific coast and the shores of the Sea of Cortez.

42% of the territory of Baja California Sur are natural protected areas.

Day trips can be organized from Cabo San Lucas and San José del Cabo, while renting a car allows for more flexibility and longer stays in outlying areas.

TOURIST CORRIDOR

SAN JOSÉ DEL CABO

CABO PULMO

The 20-mile Tourist Corridor

Relaxed and welcoming, this creative

Nicknamed “the Aquarium of the

connects San José del Cabo and

community offers engaging activities

World,” this is the only hard reef in

Cabo San Lucas and boasts beautiful

such as art walks and boutique

the Gulf of California and harbors

beaches paired with desert views.

shopping as well as diving Estero,

more than 800 species of marine

Accommodations range from deluxe

an estuary that harbors colorful

life. Approximately two hours from

to boutique and include business,

tropical fish. The charming town

San José del Cabo, Cabo Pulmo is

family-friendly, adults-only and

is best enjoyed on foot and is only

a protected national marine park

all- inclusive.

a 20-minute drive from Los Cabos

and recognized as a UNESCO World

International Airport.

Heritage Site.

LOS200-28939 - 2020 Compass Insert.indd 5-8

EL TRIUNFO

LA PAZ

LORETO

COMONDÚ

MULEGÉ

Approx. 1.5 hours

Approx. 2 hours

Approx. 6 hours

Approx. 7 hours

Approx. 7.5 hours

The historic village

In La Paz, from the

Loreto is a gateway to

Comondú welcomes

The colorful oasis

of El Triunfo offers a

uninhabited island

the five islands that

gray whales in the

town of Mulegé

glimpse into its past

Espiritu Santo that

make up the Loreto

winter and has a

welcome a flurry of

as a booming silver

teems with ecological

Bay National Marine

coastal lagoon with

birds and wildlife, but

mining town in the

diversity to the whale

Park and where the

tangles of mangroves

the Piedras Pintas,

19th century.

sharks that glide

original El Camino

that harbor various

cave paintings and

through the calm

Real begins.

species of birds and

rock art are the

marine life.

main attractions.

waters of the Bay.

visitloscabos.travel

3/4/20 4:31 PM

CABO PULMO

D I S C O V E R T H E B A J A W A Y.

SJD 25 min. TODOS SANTOS

SAN JOSE DEL CABO

TOURIST CORRIDOR

EXPLOR ING B AJA SUR

CABO SAN LUCAS

EL ARCO

Charming towns and historic cities dot the Pacific coast and the shores of the Sea of Cortez.

42% of the territory of Baja California Sur are natural protected areas.

Day trips can be organized from Cabo San Lucas and San José del Cabo, while renting a car allows for more flexibility and longer stays in outlying areas.

TOURIST CORRIDOR

SAN JOSÉ DEL CABO

CABO PULMO

The 20-mile Tourist Corridor

Relaxed and welcoming, this creative

Nicknamed “the Aquarium of the

connects San José del Cabo and

community offers engaging activities

World,” this is the only hard reef in

Cabo San Lucas and boasts beautiful

such as art walks and boutique

the Gulf of California and harbors

beaches paired with desert views.

shopping as well as diving Estero,

more than 800 species of marine

Accommodations range from deluxe

an estuary that harbors colorful

life. Approximately two hours from

to boutique and include business,

tropical fish. The charming town

San José del Cabo, Cabo Pulmo is

family-friendly, adults-only and

is best enjoyed on foot and is only

a protected national marine park

all- inclusive.

a 20-minute drive from Los Cabos

and recognized as a UNESCO World

International Airport.

Heritage Site.

LOS200-28939 - 2020 Compass Insert.indd 5-8

EL TRIUNFO

LA PAZ

LORETO

COMONDÚ

MULEGÉ

Approx. 1.5 hours

Approx. 2 hours

Approx. 6 hours

Approx. 7 hours

Approx. 7.5 hours

The historic village

In La Paz, from the

Loreto is a gateway to

Comondú welcomes

The colorful oasis

of El Triunfo offers a

uninhabited island

the five islands that

gray whales in the

town of Mulegé

glimpse into its past

Espiritu Santo that

make up the Loreto

winter and has a

welcome a flurry of

as a booming silver

teems with ecological

Bay National Marine

coastal lagoon with

birds and wildlife, but

mining town in the

diversity to the whale

Park and where the

tangles of mangroves

the Piedras Pintas,

19th century.

sharks that glide

original El Camino

that harbor various

cave paintings and

through the calm

Real begins.

species of birds and

rock art are the

marine life.

main attractions.

waters of the Bay.

visitloscabos.travel

3/4/20 4:31 PM

CABO PULMO

D I S C O V E R T H E B A J A W A Y.

SJD 25 min. TODOS SANTOS

SAN JOSE DEL CABO

TOURIST CORRIDOR

EXPLOR ING B AJA SUR

CABO SAN LUCAS

EL ARCO

Charming towns and historic cities dot the Pacific coast and the shores of the Sea of Cortez.

42% of the territory of Baja California Sur are natural protected areas.

Day trips can be organized from Cabo San Lucas and San José del Cabo, while renting a car allows for more flexibility and longer stays in outlying areas.

TOURIST CORRIDOR

SAN JOSÉ DEL CABO

CABO PULMO

The 20-mile Tourist Corridor

Relaxed and welcoming, this creative

Nicknamed “the Aquarium of the

connects San José del Cabo and

community offers engaging activities

World,” this is the only hard reef in

Cabo San Lucas and boasts beautiful

such as art walks and boutique

the Gulf of California and harbors

beaches paired with desert views.

shopping as well as diving Estero,

more than 800 species of marine

Accommodations range from deluxe

an estuary that harbors colorful

life. Approximately two hours from

to boutique and include business,

tropical fish. The charming town

San José del Cabo, Cabo Pulmo is

family-friendly, adults-only and

is best enjoyed on foot and is only

a protected national marine park

all- inclusive.

a 20-minute drive from Los Cabos

and recognized as a UNESCO World

International Airport.

Heritage Site.

LOS200-28939 - 2020 Compass Insert.indd 5-8

EL TRIUNFO

LA PAZ

LORETO

COMONDÚ

MULEGÉ

Approx. 1.5 hours

Approx. 2 hours

Approx. 6 hours

Approx. 7 hours

Approx. 7.5 hours

The historic village

In La Paz, from the

Loreto is a gateway to

Comondú welcomes

The colorful oasis

of El Triunfo offers a

uninhabited island

the five islands that

gray whales in the

town of Mulegé

glimpse into its past

Espiritu Santo that

make up the Loreto

winter and has a

welcome a flurry of

as a booming silver

teems with ecological

Bay National Marine

coastal lagoon with

birds and wildlife, but

mining town in the

diversity to the whale

Park and where the

tangles of mangroves

the Piedras Pintas,

19th century.

sharks that glide

original El Camino

that harbor various

cave paintings and

through the calm

Real begins.

species of birds and

rock art are the

marine life.

main attractions.

waters of the Bay.

visitloscabos.travel

3/4/20 4:31 PM

CABO PULMO

D I S C O V E R T H E B A J A W A Y.

SJD 25 min. TODOS SANTOS

SAN JOSE DEL CABO

TOURIST CORRIDOR

EXPLOR ING B AJA SUR

CABO SAN LUCAS

EL ARCO

Charming towns and historic cities dot the Pacific coast and the shores of the Sea of Cortez.

42% of the territory of Baja California Sur are natural protected areas.

Day trips can be organized from Cabo San Lucas and San José del Cabo, while renting a car allows for more flexibility and longer stays in outlying areas.

TOURIST CORRIDOR

SAN JOSÉ DEL CABO

CABO PULMO

The 20-mile Tourist Corridor

Relaxed and welcoming, this creative

Nicknamed “the Aquarium of the

connects San José del Cabo and

community offers engaging activities

World,” this is the only hard reef in

Cabo San Lucas and boasts beautiful

such as art walks and boutique

the Gulf of California and harbors

beaches paired with desert views.

shopping as well as diving Estero,

more than 800 species of marine

Accommodations range from deluxe

an estuary that harbors colorful

life. Approximately two hours from

to boutique and include business,

tropical fish. The charming town

San José del Cabo, Cabo Pulmo is

family-friendly, adults-only and

is best enjoyed on foot and is only

a protected national marine park

all- inclusive.

a 20-minute drive from Los Cabos

and recognized as a UNESCO World

International Airport.

Heritage Site.

LOS200-28939 - 2020 Compass Insert.indd 5-8

EL TRIUNFO

LA PAZ

LORETO

COMONDÚ

MULEGÉ

Approx. 1.5 hours

Approx. 2 hours

Approx. 6 hours

Approx. 7 hours

Approx. 7.5 hours

The historic village

In La Paz, from the

Loreto is a gateway to

Comondú welcomes

The colorful oasis

of El Triunfo offers a

uninhabited island

the five islands that

gray whales in the

town of Mulegé

glimpse into its past

Espiritu Santo that

make up the Loreto

winter and has a

welcome a flurry of

as a booming silver

teems with ecological

Bay National Marine

coastal lagoon with

birds and wildlife, but

mining town in the

diversity to the whale

Park and where the

tangles of mangroves

the Piedras Pintas,

19th century.

sharks that glide

original El Camino

that harbor various

cave paintings and

through the calm

Real begins.

species of birds and

rock art are the

marine life.

main attractions.

waters of the Bay.

visitloscabos.travel

3/4/20 4:31 PM

S P R I N G 2 02 0 / T H E C O M PA S S / 4 5

Mezcal,Mole and More Think differently about Mexico’s all-inclusive culinary experiences.

he idea that all-inclusive resorts can’t have authentic food is about as outdated as the relish tray. With travelers actively seeking out authentic, immersive experiences, big hotel names in the regions are offering exactly that and celebrating the rich culinary traditions of Mexico.

Regional cuisine 101

Mexican cuisine is so much more than tacos. Just as the Midwest is known for cheese, and you can’t find better lobster than in Maine, the states and regions in

T H E C O M PA S S / S P R I N G 2 02 0

Courtesy of Jacopo Ventura / Getty

Words / Andrea Sedlacek

Mexico have their own specialties, too. You just may have never noticed. In general, corn dominates cuisine in southern Mexico, from corn tortillas and tamales to empanadas. But the northern region, which starts at Mexico’s north border and ends at the southern border of Durango and Nuevo Leon, favors flour tortillas. Another culinary differentiator is the fact that Oaxaca (the land of seven moles) and Chiapas use banana leaves instead of corn husks for tamales. Chiapas is the only

state where you can find the simojovel chile, and Oaxacan cuisine has an emphasis on chocolate (a key ingredient in mole) and black beans. Seafood is a focus throughout Mexico’s coastal regions, like Puerto Vallarta on the Pacific Coast and Yucatan and Veracruz on the Gulf side. Veracruz is known for pescado a la Veracruzana, fish (commonly red snapper) with tomato, olives and capers. Yucatan’s Mayan heritage has a heavy influence on menus there, where you’ll find achiote (annatto seed), creating a distinct red color in dishes like cochinita

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incorporated into dishes found in the resort’s nine restaurants, and if you’re lucky, you can attend a cooking or wine tasting class right in the garden hosted by Executive Chef Jose Santos. Farm-to-table couldn’t be truer. Sandos Caracol Eco Resort is nestled in the beautiful Riviera Maya, and they take extraordinary efforts to respect and protect the delicate environment around them. One way the resort reduces its carbon footprint is by growing food for the resort’s restaurants in an onsite organic vegetable garden. Scraps from the kitchen and leftovers from the restaurants become organic fuel for the onsite compost system, make a real end-to-end impact.

pibil, the region’s most famous dish. Lastly, did you know that Mexico has a well-established wine region? They do, and it’s in the north: Valle de Guadalupe in Baja California. Along with interesting and innovative wines of all varietals, you’ll find fish tacos, ceviche and the Caeser salad. Legend has it, the salad was invented in Baja California by a restaurateur in the 1920s.

Dating back more than 400 years, mezcal has a bit of a murky origin story but the historic spirit’s star is rising and allinclusive resorts in Mexico are embracing the smoky spirit. Mezcal is made by distilling mash made from steamed agave, giving it a unique smokiness that’s meant to sip or enjoy in a cocktail — not consumed as a shot. Tequila is actually a type of mezcal, as it can only be made from a certain species of agave, where mezcal can be made from any species of agave. You can’t make mezcal just anywhere in Mexico. True mezcal comes from only five states (along with a few municipalities), including Oaxaca. Dreams Hualtulco, in the state of Oaxaca on the Pacific Coast, is just one of AMResorts’ properties with an onsite mezcaleria celebrating locally sourced mezcal. An expert mezcal mixologist creates what your palate craves and teaches you how to recreate it at home in cocktail classes offered every week. The trend of the onsite mezcaleria is spreading across Mexico. El Dorado Seaside Suites in the Riviera Maya is home to Mezcalito Bar, where you can attend weekly mezcal tastings. And AMResorts loves mezcal so much, they did it twice: Secrets Huatlulco also has an onsite mezcaleria. Savor a mezcal nightcap in the resort’s rooftop bar with a panoramic view of those rich Mexican sunsets. Then take a bottle of tequila’s smoky cousin home with you to keep the vacay memories alive — you can buy authentic mezcal from both resorts’ mezcalerias.

Courtesy of Indigoai / Getty

Mysterious mezcal

All-inclusive resorts in Mexico are embracing mezcal, a locally sourced sipping spirit that’s as delicious as it is smoky.

Travelers are more eco-conscious than ever, and reducing their carbon footprint is becoming just as important as a lifechanging dining experience. With Mexico’s generally warmer climate and high number of sunny days, it only makes sense, especially in the country’s resort areas, to have onsite gardens to grow food for the resorts’ restaurants. In early 2018, extensive renovations were completed at Dreams Riviera Cancun and with many other updates came the creation of the Chef’s Garden. Fresh herbs and vegetables grown in the garden are

Courtesy of grandriver / Getty

Dreamy dinners

S P R I N G 2 02 0 / T H E C O M PA S S / 47

7 Stand-out Culinary Experiences in Mexico

Courtesy of Secrets Resorts

Courtesy of Oasis Hotels

CAREYES AT OASIS HOTELS & RESORTS – Found at The Pyramid at Grand Cancun, Grand Sens Cancun and Grand Oasis Palm, Careyes was voted the #4 best restaurant in Mexico in TripAdvisor’s Travelers’ Choice Awards. Diners are treated to a gourmet Mexican experience infused with French gastronomy that takes authentic Mexican flavors to new heights.

T H E C O M PA S S / S P R I N G 2 02 0

MOLE AT PARADISUS BY MELIA – All four of the Paradisus resorts in Mexico (in Cancun, Los Cabos and Playa del Carmen) are home to a Mole restaurant, which by the name itself feels undoubtedly inspired by Mexico. Fusing traditional Mexican cuisine (think quesadillas and guacamole) with a luxury vibe set the stage for what Melia claims will be the “best Mexican culinary experience ever.”

Courtesy of Hotel Xcaret

Courtesy of Grand Fiesta Americana

HA AT HOTEL XCARET – Carlos Gaytan, the executive chef of Ha, is the first Mexican chef to receive a Michelin Star. His menu at Ha brings his roots in traditional Mexican cuisine together with modern gastronomy in an elaborate seven-course, seasonal tasting menu. Diners consult with a mixologist for a personalized cocktail experience and each of the seven courses is paired with a Mexican wine.

Courtesy of El Dorado Royale

Courtesy of Paradisus

RINCON MEXICANO AT EL DORADO ROYALE – With Mexican street food for lunch and an authentic Mexican menu at dinner, Rincon Mexicano and its open, airy garden views really deliver the spirit of Mexico. Fresh ingredients sourced locally or grown in the resort’s 76,000-square-foot greenhouse (which provides the resort’s restaurants with 14 tons of vegetables per month) will make you feel even more connected to country.

FRIDA AT GRAND VELAS LOS CABOS – Inspired by Frida Kahlo, the painter who passionately celebrated her Mexican culture, Frida the restaurant explores the fascinating culinary traditions of Mexico with dishes featuring Cotija cheese, papalo (a Mexican herb) and guajillo chilies.

Courtesy of Grand Velas

TAMARINDO AT SECRETS VALLARTA BAY – The menu at Tamarindo hits all the high notes of Mexican cuisine. Fresh tortillas set the stage for classic Mexican dishes like cochinita pibil. Where Tamarindo really shines is with ceviche, when chefs create a fresh ceviche tableside for diners to watch. Every night in the lobby of Secrets Vallarta Bay, you can stop for a mezcal martini, made-toorder and made to delight.

LA JOYA AT GRAND FIESTA AMERICANA CANCUN CORAL BEACH – Hibiscus flower tostadas, epazote chochoyotas (corn dough dumplings), many different moles and a tequila bar bring the spirit of Mexico to this award-winning resort. For an extra special experience, diners can book dinner at The Table, a custom-built, 16-person communal table and embark on a journey of the country’s mesmerizing past, guided by narration, video and music and creating an immersive, multi-sensory culinary adventure.

vaxvacationaccess.com/thecompass

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TRENDS DRIVING

MILLENNIAL TRAVEL WORDS / ALESANDR A DUBIN

Millennials know what they like (avocados) — and what they don’t (insert “things millennials are killing” meme). And the generation’s passionate loyalty to its preferences has reshaped the modern marketplace across categories. It’s certainly changing the face of travel, as millennials put their spending power behind their own characteristic way of trotting the globe. So what are the major trends influencing millennial travel right now? A new survey from Apple Leisure Group (ALG) reveals five clear themes that agents need to understand to successfully target and sell to the largest generation. “Millennials’ view on travel is more than just getting a deal or going on a trip — it’s enrichment, it’s authenticity, it’s living in the moment, it’s relationships,” says Scott Nash, manager of Strategic Business Insights at ALG. He’s among the researchers involved in the August 2019 installment of the ALG Quarterly Leisure Travel Outlook survey, conducted among a nationwide random sample of 1,000 leisure air travelers between the ages of 25 and 64, with annual household incomes $60,000 or above. Drawn largely from the ALG survey results, along with data from the American Society of Travel Agents’ (ASTA) 2018 How America Travels survey, MMGY Portrait of American Travelers study and the CLIA Cruise Travel Report, here are the major trends driving millennial travelers that agents need to know now.

EXPERIENTIAL TRAVEL DEFINES MILLENNIALS

IT’S WIDELY REPORTED that millennials favor experiences over material things when it comes to spending money — and in no category does that manifest more clearly than in travel. According to MMGY’s Portrait of American Travelers, 79 percent of millennials say they travel to experience different cultures. As well, 79 percent say they go to enhance existing relationships, and 76 percent travel to experience new cuisines.

T H E C O M PA S S / S P R I N G 2 02 0

Compare that with habits expressed by boomers in ASTA’s survey, which revealed that 39 percent of millennials splurge on activities, versus 26 percent of boomers. By comparison, older generations are more likely to splurge on accommodations — a category where 33 percent of boomers reported splurging, versus 28 percent of millennials. Like older generations, millennial travelers share in

the desire to travel as often as possible. But they’re more influenced than are their older counterparts by friends and family, emerging destinations and social media when they do so. In short, selling to millennials means understanding they want to come home with great stories, new experiences, deeper relationships and a droolworthy Instagram feed — not a suitcase full of souvenirs.

vaxvacationaccess.com/thecompass

Courtesy of PamelaJoeMcFarlane / Getty

2 MILLENNIALS LOVE TO TRAVEL SOLO

California and New York City compared to those who are not traveling by themselves. “This speaks to their passion for experience over just wanting a vacation,” Nash notes. For these solo millennial travelers, the most important decision-making factors are safety and cost, they say. “Millennials inherently see all travel issues as threats.

However, it doesn’t keep them from traveling, and because of that, they are also more likely than other generational groups to purchase travel insurance,” Nash says, noting that 33 percent of millennial travelers said they would buy more travel insurance in the coming year. “They see travel as an investment and insurance helps them protect their investment.”

Courtesy of anyaberkut / Getty

SOLO TRAVEL has been on the rise since Q3 of 2015 — and most solo leisure travelers are millennials. Consider that 29 percent of millennials report they’ve traveled alone, versus 21 percent of Gen Xers and 19 percent of boomers. While Europe, California and Las Vegas are the top three destinations for solo travel, significantly more solo travelers will head to Asia-Pacific,

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SURVEY RESULTS SHOW that Europe has been steadily climbing as a target travel destination for survey respondents since 2015. Interest in the Caribbean and Mexico remains flat. Overall, the survey showed no significant year-over-year differences in terms of how

T H E C O M PA S S / S P R I N G 2 02 0

many leisure travelers intend on taking an international trip: 50 percent said they plan on taking one or more international trips in the next 12 months. Overall, “Significantly more leisure travelers ages 25 to 34 indicate that they will increase the number of trips they will

take in the next 12 months,” Nash says. He posits that Europe’s popularity ties back to millennials’ experiential travel priority. “It is a destination that is seen more for the experience than the typical sun and beach vacation,” he says.

vaxvacationaccess.com/thecompass

Courtesy of Colin Anderson Productions pty ltd / Getty

3 WHERE MILLENNIALS ARE GOING — And where they’re not going

4 MULTIGENERATIONAL TRAVEL IS ON THE RISE

IN THE NEXT 12 MONTHS, 47 percent of survey respondents plan to take a multigenerational vacation, making this category a huge sales opportunity. Multigenerational travelers are most open to buying allinclusive trips or cruises. And

that’s a sale that keeps selling: Most millennials will return to a cruise destination for a land vacation later. Millennial families will spend an average of $4,293 in the next 12 months on travel. Top international destinations for these travelers include

Europe, Canada, the Caribbean and Mexico. And in America, they want to visit Hawaii and Florida most of all. To note: eight out of 10 family travelers are age 22 to 53 — but kids rule when it comes to families’ travel priorities.

Courtesy of Steve Mason / Getty

“Multigenerational millennial travelers are most open to buying all-inclusive trips or cruises.”

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“More than half of millennials plan their vacation travel within three months of departure.”

NOW, THIS IS THE POINT where you should listen up to millennials and their buying power — because they are definitely already paying close attention to you. To wit, millennials may be savvy digital natives — but they are looking for travel agents and using their services. MMGY’s Portrait of American Travelers revealed that 20 percent used a traditional travel agent for at least one vacation during the past 12 months, and 24 percent plan to in the next two years.

T H E C O M PA S S / S P R I N G 2 02 0

Why? The top three reasons they give include agents’ knowledge of destinations, their ability to provide an extra value of service when things go wrong and the ability to take the hassle out of booking travel for the notoriously burnoutafflicted generation. Agents’ expertise may also provide a needed service for millennials who find themselves out of time for booking to their specs and within their budgets. According to the ASTA survey, travel-planning windows of younger travelers were generally shorter than

those of older generations. More than half of millennials plan their vacation travel within three months of departure, an 8 percent increase over their boomer counterparts. These days, it’s clear that millennials have discovered the value of the travel agent, “but not all travel agents have discovered the value of millennials,” Nash says. And that might serve as a professional warning. “That value sell that agents have to do to get clients is going to be easier with millennials than they think.”

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Courtesy of Jacobs Stock Photography Ltd / Getty

5 MILLENNIALS UNDERSTAND TRAVEL AGENTS’ VALUE — And use them

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The Secrets of

MEXICAN WINE MEXICOâ&#x20AC;&#x2122;S BLOSSOMING WINE REGION IS QUIETLY FLYING UNDER THE RADAR

T H E C O M PA S S / S P R I N G 2 02 0

Courtesy of Secrets Resorts

WOR DS / A N DR E A SEDL ACEK

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S P R I N G 2 02 0 / T H E C O M PA S S / 5 7

“WINEMAKERS IN MEXICO ARE INCREDIBLY INNOVATIVE AND TAKE ADVANTAGE OF THE CREATIVE LIBERTIES THEY’RE AFFORDED.”

T H E C O M PA S S / S P R I N G 2 02 0

Courtesy of Secrets Resorts

Courtesy of stockcam / Getty

Courtesy of Thomas Barwick / Getty

Secrets The Vine’s wine cellar is a focal point in the lobby.

aja California’s Valle de Guadalupe region, just southeast of Tijuana, has been producing wine for more than 100 years — but you may have never heard of it. The Mediterranean-like climate makes it ideal for growing grapes, and winemakers there are experimenting with wine grape varietals in a way that’s just not possible in the world’s bigger wine regions. Combine that with the fact that Mexican wine isn’t widely available in the U.S., and you’ve got a real secret on your hands. For Jean Pierre Sorin, the general manager of Secrets The Vine in Cancun, wine has always been a big part of his life. He grew up in France, where his parents owned a vineyard, and came to Mexico in 2000. In the beginning of his time there, like many people outside of Mexico, he was surprised to learn about Mexico’s wine production. And now, you won’t find anyone more passionate about it than he. He does, after all, manage AMResorts’ most winecentered property. “Our wine cellar is incorporated into the life of our hotel,” he says. The 4,500-bottle wine cellar sits prominently in the heart of the lobby, with a

gorgeous wood table just waiting to host a wine tasting or pairing dinner. The wine cellar features wines from all over the world, but the main country represented is, you guessed it, Mexico. “I think it’s important to showcase Mexico’s wines a little more than those from other countries,” says Sorin. “Not only because we’re proud of it, but because the production of Mexican wine is very small and unfortunately not widely exported.” It really is unfortunate that wines from Mexico are not easily available outside the country, because winemakers there are incredibly innovative and take advantage of the creative liberties they’re afforded. “In France, it’s stricter about where you can and can’t plant certain types of varietals. Obviously some of that is based on the type of soil and the type of climate,” Sorin says. He says that Mexican winemakers enjoy a bit more freedom in that and, therefore, plant different varietals in many different areas. That is “something completely unusual in the world of winemaking,” according to Sorin. The allure of Mexican wine is starting to attract some big names. In 2017, Wine Spectator magazine awarded three of the restaurants at Secrets The Vine the Best of Award of Excellence, giving it two out of three wine glasses and making the resort the only establishment in Cancun with this recognition. And last year, renowned American winemaker Paul Hobbs came to Secrets The Vine for a pairing dinner — a really exciting event for the resort and its guests. The Baja California wine region is bursting in popularity and production, and the innovative spirit of Mexican winemaking is spreading to other parts of the country. “We’re now finding some vineyards in the north near Ciudad Juarez, on the border of Texas, which is a completely different climate — very cold in winter, which works for some grapes and not others,” Sorin says. This creativity is what drives the inventive nature of Mexico’s winemakers, inspiring travelers to think outside of the wine region box. “It’s not impossible to grow wines in other regions,” Sorin says. “You just have to try.” vaxvacationaccess.com/thecompass

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TEAM BUILDING Just because you can do it all doesn’t mean you should. How to know when it’s time for you to hire. /

ANDREA MILLS

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WORDS

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ou are creating the reality you are experiencing,” says Mindy Mackenzie In Part 1 of The Courage Solution: The Power of Truth Telling with Your Boss, Peers and Team (Greenleaf Book Group Press, 2016; mindymackenzie.com). So as a small business owner, what is your reality? Are you too busy for invoicing or admin? Too busy to even hire someone to help? Of course you want to control every aspect of your business, and most likely you can. But should you? “You need to be able to let someone else take the helm on certain things,” says Matt Wilkes, president and CEO of Greensview Wealth Management (greensviewwealth. com). “This was probably the biggest thing I’ve learned as a small business owner,” he adds. After an established career with the big banks, Wilkes went out on his own and now has a thriving boutique financial firm with offices in Chicago, Nashville, Knoxville and Jacksonville. “When I was spending more time on admin than revenue-producing items, I knew I needed someone to take something off my plate.” In chapter 3 of her book, Mackenzie explains the power and purpose of having what she calls a “personal pit crew.” She is referring to a small, trusted group of advisors, mentors and friends that you rely on for professional inspiration and reality checks, but the point is you can’t be successful and grow yourself, or your company, without help. According to Mackenzie — and Dr. Brené Brown of the famous Ted Talk titled “The Power of Vulnerability” — the first step is allowing yourself to be vulnerable. To allow yourself to be human and admit you can’t always do it all. But once you master the first step of vulnerability, then what? According to Wilkes, “you need to believe in the vision of your company. You need to trust the process and understand there are going to be bumps along the road.” As a financial advisor, he recommends always keeping the bigger picture in mind to maintain your priorities.

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“YOU NEED TO BE ABLE TO LET SOMEONE ELSE TAKE THE HELM ON CERTAIN THINGS.”

“Even if in the short-term a new hire will hurt your profits, if in the long-term it will be good for your business, you should do it,” he says. In turn, Mackenzie is a big believer in stepping back to see the forest for the trees. Whether you can go on a weekend retreat like she does, do a yoga or meditation class, take an afternoon off of email and your phone, or whatever your best timeout is, it is worthwhile to clear your head before you look at your business’ bigger picture. S P R I N G 2 02 0 / T H E C O M PA S S / 61

THEREâ&#x20AC;&#x2122;S AN APP FOR THAT Think of these online resources as your first virtual hire. HR Gusto Instagram: @GustoHQ (gusto.com) Manage payroll, benefits, time tracking and more with this easy interface website that integrates everything in one platform. ACCOUNTING Quickbooks Instagram: @quickbooks (quickbooks.intuit.com) Even if you have an accountant, Quickbooks is a worthwhile organizational tool for any entrepreneur or small-business owner. Keep track of expenses, invoices and more with spreadsheets, charts and templates that can be customized to your business. ASSISTANT MANAGER Asana Instagram: @asana (asana.com) Asana builds timelines, and coordinates tasks and schedules, keeping you and your team members organized and accountable.

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TIME MANAGEMENT Toggl Instagram: @usetoggl (toggl.com)

WHEN YOU ARE READY TO EXPAND YOUR TEAM, HERE ARE SOME TIPS FOR GETTING STARTED. what you are best at and know what produces the most revenue for your company or 01 Know team. Any area that takes substantial time away from your contributions to either of those areas is where you concentrate your hiring efforts.

to recruiters and headhunters, and post your position in a few different places. Once 02 Talk you have some applicants, take your time going over their resumes and research their online profile to narrow down your interview choices. No matter how well your first interview goes, interview more than one person.

rush. You want to find the best person for the job, and that may take some time. You 03 Donâ&#x20AC;&#x2122;t need the right help, not the fastest help. 62

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Toggl is a free tool that allows you to track your time and productivity, individually and across teams, allowing you to chart the results for a quick overview of areas that are strong or those that need some attention. SOCIAL MEDIA MANAGER Hootsuite Instagram: @hootsuite (hootsuite.com) This social media manager gives you an easy-to-use dashboard to schedule Facebook, Instagram and Twitter posts ahead of time. There are several analytical tools as well, so you can monitor what is resonating most with your followers. vaxvacationaccess.com/thecompass

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DEEP TAKING A DIGITAL

DIVE “

We need to SHIFT OUR DNA TO DIGITAL. THESE SUCCESSFUL BUSINESSES do one thing very well: They meet their potential customers WHERE THEY ARE AT.” WORDS / LUKE GIBSON

WITH JACKI MARKS

How can the travel industry drive potential travelers away from online travel agency (OTA) call centers and into the arms of a travel advisor? Expertise, education and relationships. So says Jacki Marks, executive vice president at Apple Leisure Group Vacations (ALGV).

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BE WHERE THE SHOPPERS ARE Travel advisors should be conscious of their purpose, which, in its simplest form, is answering complex travel questions for their customers. Recent research from retaildive. com says that “87 percent of shopping searches now begin online.” That’s 87 out of 100 travelers, or in the leisure travel industry, more than one billion travelers in 2018 according to the U.S. Travel Association. “Agents who have seen success in recent years, whether they have a brick-and-mortar based business or not, have been those who have recognized that digitally native business models, or online native companies with strong digital platforms are the ones that have grown significantly.” Why is this important? “Because customers are starting their shopping experience there. They’re answering their questions online,” says Marks. “We need to shift our DNA to digital,” she says. “These successful businesses do one thing very well: They meet their potential customers where they are at. The reality is that every customer is shopping and doing research online. As travel advisors they need to build an engaging web presence to meet those customers online when they are researching. Agents must find ways to engage online harnessing social media and affiliate programs that make it easy to do so.” That means

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hile it feels impossible for agents to be an expert in everything, as an industry we need to give them the opportunity to truly be just that: an expert in everything, without being everywhere. Whether that expertise is in the brands that we offer at ALGV or in other travel industry categories, our mutual business commitment must be driving expertise through education and personal relationships,” says Marks. Today, brands are making bigger investments in virtual learning than ever before to drive that expertise.

making your agency’s website show up in shoppers’ search results. And looking legit. Marks cites ALGV’s new ALGV360 program, where marketing materials are made available to agents to engage digitally with their customers. Agents can find social, email and other digital content as forwardfriendly content, making it easier for agents to engage on digital platforms with fresh and compelling content. “Nobody wants to go to the doctor who is fresh out of med school,” says Marks. “If agents can be perceived as experts at every stage, and can be that next level of research for customers, they become invaluable to those customers. The worst thing that can happen is that customers are self-diagnosing their vacation online. OTAs may as well be the WebMD of the travel industry,” says Marks. “Ask any doctor and they’ll tell you that 99.9 percent of those self-diagnoses are wrong.” MEETING AGENTS HALFWAY Marks says that as an industry, we need to enhance advisors’ high touch with high tech. “Personally, I wish we could do everything and deliver every piece of technology that agents need,

but that’s just not a reality. We need to prioritize based on agent feedback. At ALGV, we have a goal of delivering agents’ top three technology advancements requested by advisors each year. Groups technology, multi-origin destinations when booking online, plus other technology are all on the roadmap for this year — functionality that will create a frictionless transaction experience, keeping agents from having to pick up the phone and call for assistance. I encourage all travel business owners to focus on doing business with the partners that can help them be perceived as digitally savvy,” says Marks. SO WHAT’S NEXT? The future of travel advisors is clear according to Marks. “I’ve been doing this for a very, very long time. Travel advisors have been my lifeline, at the core of everything that I do. It’s said that during the hard times, your relationships are strengthened. It’s no doubt that last year was a challenging year for this industry, but I do believe we are all stronger for it,” she says. Can travel advisors apply that same logic to their relationships with their customers? Marks

thinks so. “Customers today are becoming wary of poor customer service. And consumers are realizing that booking a vacation is not as simple as point and click on some website. They see a vacation as an investment, just like a luxury watch, car or other high-ticket item. But unlike those things, a vacation is seen as a once-a-year or even oncein-a-lifetime investment. Great service and experience coupled with online savviness can be a differentiator for agents dealing with today’s travelers.” Marks cites one of the emerging opportunities that we all have to understand and embrace as an industry is independent contractors (ICs). “The biggest growth of the IC model has happened over the past five years, but I don’t think we’ve hit the ceiling,” says Marks. “We’ve seen the explosion of the model, but the industry is refining what it means to be an IC right now.” “At ALGV we are excited to see the number of new agents starting to sell travel. The travel agency channel is growing, but it’s also evolving, and much of that is through new independent contractors. At ALGV we want to be part of that journey with the hosts or traditional agencies that employ ICs as part of their model. Understanding their unique needs for education, helping them understand the potential risks, and making them aware of tools that are needed to manage ICs are all a part of that. Equally as important, how does our support of ICs expand knowledge and service levels within the industry, giving customers great vacations through a personal relationship with an expert versus booking online,” says Marks. WHERE CAN AGENCY OWNERS TURN FOR SUCH ADVICE? “It goes back to those relationships,” says Marks. “Like I said before, the travel agent model has been at the core of my professional career for many years. My advice to agency owners looking to grow, simply align with travel brands that can help them build strong business plans that align with their future growth expectations. As an industry, we owe agents as much.

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THE BUSINESS OF

MARKETING

MEXICO

Courtesy of Secrets Resorts

ALL SYSTEMS GO FOR 2020 The countryâ&#x20AC;&#x2122;s top destinations have solidified their strategies to keep their tourism healthy and give travel agents plenty to sell in the new decade. 68

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While Mexico’s tourism industry in general is still feeling aftershocks created by the categorical shutdown of the Mexico Tourism Board (MTB) in late 2018, the country’s leading destinations have rallied well and quickly to fill the void. We recently spoke with several of Mexico’s tourism industry leaders to put together a snapshot of how they’ve consolidated their marketing initiatives, how they’re working with travel agents and what they have cooking for 2020. LOS CABOS Even before the closure of the MTB, Los Cabos was poised to take the lead as the fastest-growing destination in Mexico — and thanks to their decisive actions, they’ve seen no slowdown. “In 2019, Los Cabos successfully established a private trust with membership contributions from private sector partners to complement the public funding generated by hotel taxes,” explains Rodrigo Esponda, managing director of the Los Cabos Tourism Board. “Beyond the hotels and timeshare properties, private businesses at large are also actively participating in this new trust. The State of Baja California Sur is the only government that fully invests hotel taxes back into tourism promotion. In total for 2020, with the two trusts combined, the budget for promotion and marketing for Los Cabos is estimated to reach $17 million.” The industry response has been overwhelmingly positive, with a spate of recent luxury hotel openings — including Nobu Hotel Los Cabos, Four Seasons Resort Los Cabos at Costa Palmas and the Grand Solmar Rancho San Lucas — that are a testament to the high level of foreign investor confidence. This comes alongside already confirmed support for eight new nonstop air routes this year from markets with “untapped potential” such as Milwaukee, St. Louis, Cleveland, Pittsburgh, Cincinnati, Nashville, Atlanta and Dallas. The destination is also launching two initiatives for agents. The first is a new dedicated website in Q1 that will include a partner extranet and an industry website with new images, promotions and specials that can be controlled by each supplier, giving agents rapid access to destination information. The second involves the development of new experiences for agents to book and earn commission on via wholesalers and specialized operators (loscabosexperiences.com). “Los Cabos will continue elevating its value proposition as the best destination in Mexico,” affirms Esponda. “The service level, unique experiences, safety, natural landscape, easy access from 24 U.S. cities within three hours and state-of-the-art infrastructure will continue to differentiate us from other destinations.”

PUERTO VALLARTA / RIVIERA NAYARIT Over the past decade, the Riviera Nayarit made major strides in identifying itself as a unique brand and garnering a top spot on the travel industry radar. Six years ago, they partnered with neighboring tourism powerhouse Puerto Vallarta to better maximize their marketing efforts, and it paid off handsomely with a marked increase of visitors to the region. “The plan is to keep working as partners reaching out our target travelers with effective actions in promotion and marketing through the year in conjunction with key travel industry players from United States and Canada,” says Javier Aranda, director of the Puerto Vallarta Tourism Board. According to partner Marc Murphy, managing director of the Riviera Nayarit Convention and Visitors Bureau, following the closing of the MTB, the destinations jointly updated their strategy to further align with hotel partners and their personal marketing initiatives. “Hotel owners throughout the region have allocated extra funding to these efforts, with an added $2 million investment that is being used for a digital campaign focused on branding and promotion for both the destination and our hotels,” he says. Aranda explained that the partnership has strengthened the exposure of their offer to U.S. travelers, resulting in additional partnerships within the industry in marketing campaigns and promotions that have kept up the demand and reservations to the destinations from North America. “[Puerto Vallarta] is a mature destination, well-known by the industry and travelers of North America, and our objective is to continue to satisfy our loyal visitors and capture the new generations moving on the wave of the digital era,” he says. In hotel news, major investments in Puerto Vallarta have been more along the line of upgrades, enhancements and refurbishments to properties to keep them fresh and exciting. In the Riviera Nayarit, however, the building boom in luxury hotels and resorts is extending through 2025, starting with the launch this year of brands such as Rosewood Mandarina, Conrad Playa Mita, One&Only Mandarina and the ultra-luxurious Auberge Resorts Collection property, Susurros del Corazon, among many others. Agents can also look forward to the opening of the first Cirque du Soleil theme park in Mexico (date TBA), an immersive natural and water park featuring capacity for up to 5,000.

The destinations have always worked closely with travel agents, and the relationship will continue moving forward. “We continue executing marketing and promotional efforts in top markets throughout the U.S. and Canada, including hosting roadshows, creating promotional materials and more,” says Murphy. “[The Riviera Nayarit] proudly hold[s] our standing as a Virtuoso Preferred Destination, which speaks to our hard work and continued success in the luxury segment.” QUINTANA ROO Even with a tumultuous 2019, Cancun and the Riviera Maya continue to top Americans’ list of favorite beach destinations. The state of Quintana Roo — backed by its governor, Carlos Joaquín — has seen an increase in its investment in promotional programs for the state’s tourism sector, including the creation of the Quintana Roo Tourism Board last year. “Today that work continues with the promotion of the newly created Mexican Caribbean, which encompasses the beautiful beaches and towns that attract millions of people each year,” says Darío Flota, CEO of the Quintana Roo Tourism Board. Led by Flota, the entity is carrying out a twopronged strategy of promotion and advocacy, designed to showcase the strength of the state and its individual destinations under a single, unified brand. The tourism board also works with a variety of industry partners to protect and promote the growth of the tourism industry, share critical information among local authorities to ensure the safety of visitors and guests and diversify the destinations’ offer, including the promotion of hidden gems like Puerto Morelos and Bacalar. “We work closely with the local and international tourism industry, listening to them and providing them with information and feedback — this open line of communication has ensured that we sustain and increase the amount of tourist arrivals,” says Flota. An important part of their strategy for 2020 involves new tools for travel agents. “This month we are presenting a new website (mexicancaribbean.travel), which is fully revamped and includes a search engine for information on the region, information on new experiences, maps, a listing of local hotels and other vital information in 16 languages,” he says. The State of Quintana Roo continues to attract investment at a rapid pace. Over the next two years, a total of 5,322 new rooms will be under development by American brands such as Dreams, Waldorf Astoria, Hilton, Hard Rock and many other major players, not to mention a long list of properties from domestic and European brands as well. Of note: in 2020, Vacation Express will add summer routes connecting to Cancun (CUN) from Atlanta, Charlotte, Cincinnati, Nashville, Dallas, New Orleans and Tampa (the latter three of which are new connections) and Interjet will operate a new flight from Miami.

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CYBERSECURITY IS MORE THAN A PRIVATE FACEBOOK ACCOUNT

ybersecurity is incredibly important, not only for businesses but also for the everyday person like you and me. But don’t be intimidated by the idea of cybersecurity; you don’t need to be an IT genius to protect yourself out there on the wild worldwide web. We all think we’re safe. You think that if you’re only visiting websites you trust, you have your Facebook profile set to private and your smartphone only unlocks with your fingerprint, you’ve covered your bases and are protecting yourself. But there are so many other ways you can be susceptible to shady business and phishing attacks.

GONE PHISHING

Your greatest risk of phishing attacks is through email links and attachments; cyber criminals love to impersonate a bank or other institution that you trust via email. If you ever receive an email with a link directing you to Click to verify your account info, do not click this link! Once you do, they own you. Most often, you’ll be taken to a web page or form that looks like it belongs to the real source, and it’ll often prompt you to enter your account number, login credentials, PIN — you name it. Because it looks legit, you may feel safe entering all your info and as soon as you do, it’s over. Don’t be scared — phishing emails can be easily identifiable if you know what to look for. Your first clue is the subject line. If the message

there is trying to scare you (Security issue! or Your account has been accessed illegally! or Urgent: account verification needed), be wary. Banks and other financial institutions normally do not ask for that information via email and you should always be suspicious of an email that asks for your information. More signs include asking you to click a link to verify info or to fill out a form with your information, weird misspellings in the copy and addressing you as something like “Valued Customer” instead of your name. If you receive a phishing email, don’t worry — you didn’t do anything wrong. You can simply delete the email and move on with your day. Or you can report it by forwarding it on to reportphishing@antiphishing. org or spam@uce.gov. If you did happen to open an attachment or click on a link in a phishing email, use another laptop or device and change your passwords to your email account, social media accounts and any other accounts you’ve accessed from the device you used to click the link. Also on that device, check it for a ransomware virus or a key logger and don’t use that one again until you’re sure it’s clean. If you suspect you’ve become a victim of phishing, contact the places where your accounts may be compromised. Check your accounts and credit reports regularly for any changes or suspicious activity and quickly report anything to the institution that account is with.

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WOR DS / A N DR E A SEDL ACEK

OTHER THREATS REMAIN

Email isn’t the only avenue cyber criminals lurk; they can find your entire online presence just by knowing your name from your Facebook profile. By grabbing some code from your Facebook profile (your entity ID), they can find

every photo of you online, even ones you’ve set to private. And unless you enable two-factor authentication on the account, they can take over your account in less than an hour. The hacker can send phishing links to all of your friends on Facebook, as if it were you. And because the message/

link is coming from you, your friends will be very likely to click it, because they trust you. Now they’re all compromised, too. You’re totally safe when texting, right? Not necessarily. Smart phones are the next frontier for phishing attacks, as hackers can send links to their victims that take over a

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4 WAYS TO KEEP YOURSELF SAFE 1. DO NOT REUSE PASSWORDS FOR MULTIPLE ACCOUNTS. If an account gets hacked and it uses the same password as another, assume that both accounts are now compromised. 2. ENABLE TWO-FACTOR AUTHENTICATION on your smartphone and on every account where it’s available. Banking logins must have two-factor authentication. And if your bank doesn’t, find a new bank that does. 3. DON’T CLICK ON ANY LINKS YOU DIDN’T ASK FOR — even if you know the sender. If you’re not expecting a link from someone, even your best friend, do not click on it. It could be a hacker impersonating your friend. 4. TRUST BUT VERIFY. If someone tells you something or asks you for information, verify that it’s accurate and that they really are who they say they are.

phone’s credentials once clicked. The same principle applies here as it does for emails: if you receive a text message from a number you don’t know, and the text has a link in it, don’t click it. You can even delete the text to get it out of your messages.

STAY SAFE OUT THERE

There are some pretty simple guidelines to follow to protect yourself from a phishing attack. Make sure you’re using the current version of Windows/iOS and that your anti-virus software of choice is up-to-date. Avoid opening attachments or clicking on links

sent in emails from senders you don’t know. Carefully check the email address of a suspicious email to make sure the name of the sender matches the name or company name you could expect. Limit your use of public Wi-Fi to make any sign-on, booking or financial transactions (this includes hotel

and airport Wi-Fi) unless you’re able to use a VPN, or virtual private network. It’s also important to protect your personal information by using strong passwords (use capital and lowercase letters, numbers and symbols), changing your passwords regularly, not sharing them with

anyone and not using the same password for multiple accounts. The bottom line is if you use a computer to access the internet, you are susceptible to being hacked. But you can be smarter than the attackers and prevent yourself from becoming a victim.

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PALMAÏA THE HOUSE OF AÏA:

Courtesy of PalmaÏa

A New Haven for the Conscious Traveler

WORDS / LYDIA GREGORY

ith green fast becoming the new black, many hotels are jumping on the eco-bandwagon — but it’s not quite as simple as limiting the number of times the bed linens are reused. Agents know conscious travelers have done their homework, and they’re searching for properties whose particular shade of green matches their expectations. Enter Palmaïa, The House of Aïa, a new $100-million all-inclusive resort that lies at the end of a virgin beach in Playa del Carmen. Built to exceed those expectations, it has the most minimal footprint possible: using zero plastic and aiming to be the first resort in the world to be carbon-neutral by the end of 2020. “This is a new brand that was built on personal growth and respect of nature,” explains creator and visionary Alexander Ferri. “People are looking for a different path than this material world. What we created, this experience, is all based on personal growth. What we have is Palmaïa, the hotel, built on The House of Aïa, because Aïa is the land we live on, our connection to nature.” IT’S A NEW WAY TO SELL GREEN TRAVEL Palmaïa is 314 oceanfront suites with private terraces — some with swim-out access to the

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PALMAÏA QUICK FACTS • 314 suites starting at about $600 per night • Spa (extra cost) • Open-air gym • 4 restaurants and a food truck • 4 infinity pools • 2 pool bars • Children’s center • Library • Health trails

infinity pools, others with views of the sea, a handful tucked away among the mangroves at the edge of the sea. There are seven spacious layouts, all with a sleek, eco-chic style and every creature comfort met by the Nomadic Guide assigned to each guest. Layouts include family suites with bunk beds for the kids (Note: Palmaïa operates the only holistic children’s activities program in hospitality run by certified Waldorf educators). The resort has two programs that wind their way throughout every aspect of the stay: Architects of Life and Rituals of Sound. Ferri explained the former as a holistic program that begins in the morning and ends in the afternoon with yoga, meditation, lectures on human design and nutrition, sustainability, and more. Rituals of Sound includes sound baths, multi-vibrational sound

healing, curated deep beats and more from 4 p.m. until midnight. Participation is optional, so your clients have the luxury of picking which one they wish to join. “Our theory here is that the only way to connect with nature is, first of all, to connect with yourself,” he says. Epicurean experiences are part of Palmaïa’s luxury offer. The restaurants have full plant-based menus and plant-based 24-hour room service, but there is also grass-fed steak and fresh-caught seafood available — all ethically sourced. “You can either eat full plant-based or you can eat ‘normal’ but in a healthier way,” says Ferri. Palmaïa’s target market is eclectic as well, but, most importantly, it’s “multi-inclusional,” meaning everyone’s welcome: families, singles, couples and seniors. “My target market is anyone who has a Bohemian, nomadic spirit inside them,” Ferri says. “People who are looking to awaken and connect more to a natural way of life. We want to be part of society, but we want to create positive change from within. I think there’s a movement going on right now around the world that is very different, and it’s gaining momentum.”

Courtesy of PalmaÏa

ENTREPRENEUR ALEXANDER FERRI UPS THE ANTE ON ECO-TRAVEL IN MEXICO’S RIVIERA MAYA

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F R E S H FAC E S WORDS: SARAH TRELEAVEN

A huge sign of the vibrancy of the travel industry is the influx and mobility of individuals, both those who are taking on new and notable roles as well as industry newcomers, all eager to make their mark and shape the future. Here are five fresh new figures to keep on your radar.

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Fresh Faces

o N

ALEJANDRO REYNAL, Chief Executive Officer at Apple Leisure Group “Our ALG Vacations brands feature the most comprehensive product portfolios in the industry and leverage their volume to secure the most profitable sales and incentives for agent partners.” 76

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In early September, Alejandro Reynal succeeded Alex Zozaya as Apple Leisure Group’s (ALG) Chief Executive Officer. Reynal now oversees a massive ALG portfolio, including 66 branded resorts (the AMResorts Collection), destination management services (Amstar DMC), six leading vacation brands (Apple Vacations, Blue Sky Tours, Funjet Vacations, Southwest Vacations, Travel Impressions and United Vacations) and technology solutions (VAX VacationAccess and Trisept Solutions). Prior to joining ALG, he earned an MBA at Harvard and served as CEO of Atento, a global provider of customer relationship management and business process outsourcing services. His top priority is to maintain ALG’s position as a global industry leader, in terms of business results, growth, corporate culture and overall customer satisfaction. Longer term, Reynal wants to improve sustainability. Almost half of the properties in the AMResorts Collection have successfully completed the Rainforest Alliance Sustainable Tourism Certification Program, in addition to other initiatives such as eliminating plastic straws, and reducing water consumption and cardboard waste. Reynal is already working

with a variety of ALG teams to further refine digital platforms and make quality-of-life improvements across all brands and verticals. Another main objective is meeting the needs of travel agent partners — including next-level digital marketing tools and new booking capabilities (like making it easier to create complex itineraries) that help agents compete with OTAs. “Our ALG Vacations brands feature the most comprehensive product portfolios in the industry and leverage their volume to secure the most profitable sales and incentives for agent partners,” says Reynal. As the travel industry continues to evolve, Reynal sees agents playing an increasingly vital role. “[Agents] are not merely giving advice on which hotel to choose, they’re helping to navigate the complex task of comparing room categories, amenities, dining options and off-site activities,” he says. “Clients of travel advisors receive greater value and enjoy more enriching experiences. Apple Leisure Group is heavily invested in the products, training and technology to help our agent partners achieve this bright future.” vaxvacationaccess.com/thecompass

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KATINA ATHANASIOU, Chief Sales Officer at Norwegian Cruise Line “We can’t be one-size-fits-all.” As the new Chief Sales Officer for Norwegian Cruise Line (NCL), Katina Athanasiou has one core mandate in her role: double down on the cruise line’s Partners First Philosophy by fostering deeper travel partner relationships and optimizing third-party booking channels. Having previously served as Senior Vice President of Charters, Meetings, Incentives and Events (MICE), overseeing the sales efforts for all full-ship charters and corporate and incentive groups, Athanasiou has cultivated a strong sense of what it means to be a good partner. “The consistent message we’ve heard from our trade partners is that they love us and our product, but they need us to be simple to do business with,” she says. “I want to make sure every decision we’re making in this organization reflects that Partners First Philosophy.” Part of being a good partner, says Athanasiou, is keeping up with changes in the agent landscape and understanding to support those changes — such as the growth of the home-based travel advisor. “We can’t be one-size-fits-all,” she says. “We have to pay attention to how our partners communicate with their clients, and respond to multiple channels.” Communication, including optimizing the tools surrounding reservation systems and booking engines, will be top priority for NCL going forward. Athanasiou came to work for NCL “by happenstance”

more than 20 years ago, when she was working as a corporate event planner and found her first job in the cruise industry. “Since then, I’ve never left,” she says. “I realized how cool it is that we get to bring experiences to life, helping people realize their dreams each and every day. I love what I do.” S P R I N G 2 02 0 / T H E C O M PA S S / 7 7

Fresh Faces

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DAVID HARRIS, CEO of Ensemble Travel Group

David Harris, the new and first-ever CEO of Ensemble Travel Group, was introduced to the world of travel advisors at a particularly early age. His parents owned a Toronto-based agency — which Harris later bought upon their retirement — and he has spent his entire 35year professional career in the travel industry. Until early 2019, Harris served as the president and sole owner of M. Ross Harris Travel Limited, which operates consumerfacing travel brands Orion Travelinx, Voyageur Travel and Charisma Travel Group, but his roots with Ensemble run deep. He was first elected to the Canadian Advisory Board for Ensemble in 2008, and five years later he was elected as a director to Ensemble’s North American Board. He served on a number of wide-ranging committees including Finance, Australia and Acquisitions, and has

been recognized for his ability to develop strategic and member-centric initiatives. In a release, Harris noted that he is particularly excited about working with “a world class team of dedicated employees… to bring not only value but efficiencies, excitement and clarity to travel sales in this complex industry. We feel the opportunities are almost immeasurable.” He also brings an agency perspective to each of his roles. He recently told Skift that training has become a bigger priority: “The travel advisors of 2025 will see even more emphasis on selling exclusive and niche products. Specialization is very important. Finding a niche that works for you. It’s a learned skill. It’s our goal to make people better able to leverage and sell into specific areas than they’ve done in the past.”

“Clients of travel advisors receive greater value and enjoy more enriching experiences.”

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SHELBY PFEFFER, Travel Agent at BlueSun Vacations

“We have seen a real disconnect between what is portrayed in the media and what we knew to be true of our clients in a destination.”

Shelby Pfeffer got the travel bug early. At five, she got on her first airplane — the start of regular trips between California and Arkansas to visit family — and hasn’t stopped. “Experiencing different cultures, eating different foods and visiting with locals has always been really special to me,” says Pfeffer. “When the opportunity to work in travel came up, I had to jump on it.” After years working in retail management, Pfeffer joined BlueSun Vacations in Fayetteville, Arkansas last June and she has already established herself as a top performer. Pfeffer says that there are a lot of things she loves about her new career in travel, including the ability to work independently. “I definitely have that entrepreneurial spirit and I was looking for a shake-up in my routine, where I could be my own boss and run my own business,” she says. “All of my

bookings and guests are my own, from start to finish.” Part of taking ownership of her work has been helping guests sort through narratives about destinations, particularly related to natural disasters — something Pfeffer anticipates will become more important. “We have seen a real disconnect between what is portrayed in the media and what we knew to be true of our clients in a destination,” she says. Pfeffer also made a more personal discovery in her new professional life: a love of all-inclusive resorts and finding the right fit for any guest. “It turns out I love going somewhere where I don’t have to cook or clean and I’m really being pampered,” she says. “And we really have such a great catalogue with ALG that I can pick out an experience for anyone.” S P R I N G 2 02 0 / T H E C O M PA S S / 79

Fresh Faces

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KENDYLL KESSLER, Wedding Resort Specialist at Modern Destination Weddings “There’s a magic to it that really captivates me.”

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When Kendyll Kessler graduated from college in 2018 and then moved home to Houston, she wasn’t sure exactly what she wanted to do with life, but she had an inkling that she wanted it to involve weddings. “It’s the fairy tale — the love and happiness and everything that goes along with it,” says Kessler. “There’s a magic to it that really captivates me.” And so when Kessler saw a job posting for an agent position at Modern Destination Weddings in Houston, she was determined. When she didn’t initially hear back about her online application, Kessler grabbed her resume and marched right into the agency. “I really wanted to demonstrate how interested I was,” she says. Having snagged the position as a Wedding Resort Specialist, Kessler now loves her work.

“It’s so fun to be in an industry like this and educate people about it,” she says. In particular, she finds her clients extremely receptive to the idea that a destination wedding has a huge convenience factor. “A lot of people don’t have friends who all live in the same state, so wedding guests are going to have to travel regardless,” she says. “Instead of Dallas or Denver, why not make it Jamaica or Aruba?” In addition to her growing professional acumen, Kessler has found her new role personally rewarding. Before she came to Modern Destination Weddings, Kendyll was like most Americans: She had never traveled internationally. “It’s been such an incredible experience,” she says. “In the last year, I’ve been to Mexico four or five times.” vaxvacationaccess.com/thecompass

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B R E A KO U T S E S S I O N

BREAKOUT Session

Industry chatter on a headline-making topic

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“MY FIRST TIME TO VISIT THE DR AND PUNTA CANA WAS THIS PAST SPRING AND I ABSOLUTELY LOVED IT! THE PEOPLE AND THE BEACHES WERE MY FAVORITE PART OF THE TRIP. IT ALMOST FELT LIKE A FAMILIAR SMALLTOWN FAMILY TO ME. I FELT VERY SAFE AND THE WEATHER WAS FANTASTIC! LOOKING FORWARD TO GOING BACK TO VISIT MANY OF THE BEAUTIFUL PROPERTIES I SAW WHILE ON MY FAM TRIP.” ALYSSA M., MUST LOVE TRAVEL

“We were welcomed with open arms by all of the staff at each AMResort we stayed at or visited in the DR. We felt so well-cared-for every step of the way. We were able to indulge in delicious food and drinks; soaked in the sun on some gorgeous beaches and by beautifully designed pools; and saw room categories to fit any vacationer’s wants and needs as well as budget. I was taken aback by the natural beauty of the DR and the friendliness of all the people we encountered.” MELISSA P., MAGICAL VACATION PLANNER

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“MY SECOND OPPORTUNITY TO VISIT THE DR WAS IN

THE DOMINICAN

SEPTEMBER 2019. IT WAS A GREAT OPPORTUNITY AND

REPUBLIC (DR) IS

A LITTLE DISAPPOINTING. IT

SLOWLY REBOUNDING

WAS DISAPPOINTING BECAUSE

AFTER A ROUGH 2019.

DUE TO THE MEDIA. IF MOST

HERE’S WHAT AGENTS AND INDUSTRY LEADERS ARE SAYING ABOUT THIS STAPLE CARIBBEAN DESTINATION.

OF THE LACK OF TOURISTS AMERICANS MET AND HAD THE CHANCE TO VISIT THE DR, THEIR OPINION WOULD CHANGE IMMEDIATELY AND THEY’D RETURN AGAIN AND AGAIN.” TED V., CRUISE PLANNERS

“I visited the DR in July 2019 and it was simply incredible. The people, the hospitality, the resorts, the beaches — all of it was absolutely fantastic! There wasn’t a single moment where I questioned my safety or the intent of anyone I came in contact with. The staff at the resorts we visited and stayed at couldn’t have been more accommodating or excited to have us as their guests. vaxvacationaccess.com/thecompass

I’m already planning to go back and it’s a location I continue to sell with confidence.” JODIE S., WISHING ON A STAR TRAVEL

“The DR is one of the best destinations I’ve traveled to. From the atmosphere, to the employees, to the amazing beaches, I’d recommend this destination over and over again to anyone looking for a relaxing, fun and memorable vacation. The employees are topof-the-line, providing guests with phenomenal service to ensure a great stay. Highly recommend to anyone!” JORDYN S., VAX VACATIONACCESS

“JUST CAME BACK FROM BE LIVE PUNTA CANA ADULTSONLY RESORT. THE RESORT WAS VERY BEAUTIFUL AND SAFE WITH GOOD FOOD AND A VERY FRIENDLY STAFF. DEFINITELY PLAN TO RETURN THIS WINTER.” OLGA H.

“The Dominican Republic has some of the nicest beaches and I book many repeat clients to Punta Cana. Last June I went to Puerto Plata and what a nice city that was a combination of

old and contemporary. I highly recommend the Senator Puerto Plata Spa Resort great food and service.”

HOW AGENTS ARE SHOPPING THE DOMINICAN REPUBLIC FOR TRAVEL IN 2020

PATTY G., TRAVEL SECRETS BY PATTY

“DURING MY STAY IN THE DR, I REALLY FELT WELCOME AND THE SERVICES AT THE HOTELS WERE OUTSTANDING. EVERYTHING WAS GREAT, FROM THE FOOD, THE ROOM, THE BEACH AND THE FRIENDLINESS OF THE STAFF. THEY WENT OUT OF THEIR WAY TO MAKE SURE THAT I HAD ANYTHING I ASKED FOR. IT WAS ONE OF THE BEST STAYS I HAVE HAD FOR A LONG TIME. I HIGHLY RECOMMEND THE DR, ESPECIALLY PUERTO PLATA FOR ANYONE THAT WANTS TO HAVE A RELAXING AND WONDERFUL BEACH VACATION.”

Top 5 origins to Punta Cana 1. Chicago – O’Hare 2. Philadelphia 3. St. Louis 4. Baltimore 5. Newark Top 5 origins to La Romana 1. New York – JFK 2. Boston 3. Rochester 4. Los Angeles 5. Punta Cana Top 5 origins to Santo Domingo 1. New York – JFK 2. Newark 3. Atlanta 4. Boston 5. Orlando Top 5 origins to Puerto Plata 1. Pittsburgh 2. New York – JFK 3. Newark 4. Chicago – O’Hare 5. Boston Average trip duration in Punta Cana in 2020 (how many nights people are shopping for) 7 nights Top departure dates YTD to Punta Cana for 2020? 1. 3/14/2020 2. 2/22/2020 3. 3/21/2020 4. 4/4/2020 5. 4/4/2020 Source: VAX VacationAccess 2020 shopping data

BEVERLY S., TRAVEL EMPORIUM

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D E S T I N AT I O N N E X T

>> P U E R T O P L ATA

Destination NEXT WOR DS / J EN NA BU EGE

PUERTA PLATA AT-A-GLANCE - Airport code = POP - North coast of the Dominican Republic - 250 miles northwest of Punta Cana - 78°F to 88°F year-round - 62 miles of beaches

PUERTO PLATA Puerto Plata, the Dominican Republic destination sometimes overlooked in favor of Punta Cana, is having its moment. Maybe it’s the region’s tasty rums and historic sites or maybe it’s the exciting landscapes and fabulous resorts. One thing’s for certain: Puerto Plata is a rising destination. Discover Puerto Plata’s history and culture with a guided city tour where visitors can indulge in local cuisine before embarking on an adventure to Fort San Felipe, the city’s oldest fortress, or exploring the famous Amber Museum where the syrupy substance encases ancient life. Those brave enough to face their fear of heights won’t want to miss a cable car ride to the top of Pico Isabel de Torres Mountain, a spot with unbeatable views and popular attractions like a nearby botanical garden, lagoon and cavern. In beach booking season, all eyes are on Playa Dorada, Beach Alicia and Key Paradise, three of the area’s most popular spots for fun in the sun. The beaches in Puerto Plata are 84

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festive and exciting, filled with crowds grooving to music over loudspeakers and opportunities for adrenaline lovers to get their fix with a ride on a wave runner or a birds-eye-view via parasail. Speaking of water sports, Puerto Plata is also known as one of the world’s best destinations for wind surfing, so grab a board and hit the water. The Puerto Plata region also appeals to those who like to spend their vacation amongst the fishes with a quick day trip to Paradise Island, an isolated coral sandbar accessible by catamaran that makes for a fabulous location for snorkeling and wildlife sightings. Of course, it wouldn’t be a vacation without a few celebratory beverages. While all-inclusive resorts keep the food, fun and beverages flowing, those looking to experience Puerto Plata’s nightlife like a local will be happy barhopping at popular establishments, such as Big Lee’s Beach Bar or Kvar Show Disco and Casino. Oh, and then there’s that rum that we mentioned before. To enjoy some of the smoothest rum in Puerto Plata, don’t miss a trip to some of the top rum tours in the area, including the Macorix House of Rum, Del Oro Chocolate Factory and Brugal & Co.

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HOW AGENTS ARE SHOPPING PUERTO PLATA ON VAX

February 2020 was a popular time to visit Puerto Plata International Airport (POP), but June and July 2020 is shaping up as a prime time to visit.

– Agent shopping to POP was up 82% in 2019 vs 2018

HOW AGENTS ARE SHOPPING PUERTO PLATA ON VAX

2018

2019

Puerto Plata is a popular destination on its own, but it’s also included in multidestination itineraries. The most popular combinations on VAX are: 1. Punta Cana > Puerto Plata > Punta Cana 2. Santiago > Puerto Plata 3. Santiago > Puerto Plata > Santiago 4. Punta Cana > Puerto Plata > Santo Domingo vaxvacationaccess.com/thecompass

C R O S S WO R D

The Compass CROSSWORD WOR DS / TAY LOR COU L SON

Untitled 1

THINK YOU KNOW YOUR LEISURE TRAVEL SUPPLIERS? PUT YOUR KNOWLEDGE AND EXPERTISE TO THE TEST.

5 6

7 8

9 10 11

14 15

16 17

Across 1.

Travelers from the U.S., Canada, Australia and Japan no longer need a visa to visit this South American country

3. Amstar DMC celebrated their most recent anniversary in , Mexico 6.

Beginning October 1, 2020, every traveler 18 or older must have this type of ID to fly domestically (within the U.S.)

The collection of resorts that includes Zoetry Wellness & Spa Resorts, Secrets Resorts & Spas, Breathless Resorts & Spas, Dreams Resorts & Spas, Now Resorts & Spas, Reflect Resorts Spas and Sunscape Resorts & Spas

True mezcal comes from only five states, along with a few municipalities, including (hint: it starts with an O)

11.

This ALGV brand allows your clients to earn MileagePlus® bonus award miles in addition to credited flight miles

13. The DR’s up-and-coming destination according to “Destination Next” 15. This ALGV brand offers “Impress me” deals 16. The airport code for “Destination Next”

19 20

Down 26. Holland America Line has been plastics and plastic straws with 18. Across The ALGV brand that offers sailing this U.S. destination of the AI of Apple 1. Travelers exclusivefrom flights, bagsCanada, fly 2. The first name thehelp newofCEO the2U.S., Australia and to Japan American for over 70 years no free, competitive commission South Leisure Group longer need a visa to visit this 7. This Mexican destination and Rapid Rewards country 4. The Caribbean with a new Dreams 27. Cruise Line offers Free at Sea island recently announced a property opening in 2020 3. Amstar DMC leisure celebrated their most recent anniversary new tourist fee to help combat The premier 21. travel __________, Mexico overtourism, improve inmarketplace with a community 5. InterContinental Hotels Group, Marriott andhotel support local 6. Beginning of 120,000October travel professionals International andinfrastructure this other large brand 1, 2020, every traveler 18 or older Down communities are beginning to tackle the issue of food waste must have this type of ID to fly domestically (within This 22. the ALGV brand is a leading like single-use plastics and plastic straws with U.S.) 2. The first name of the new 10. This ALGV brand uses apples wholesaler to Hawaii and the theCEO help of AI 8. The collection of resorts that includes Zoetry Wellness of Apple Leisure Group to rate their hotels South Pacific 7. This Mexican & Spa Resorts, Secrets Resorts & Spas, Breathless destination recently announced a new feeGet to help overtourism, & Spas,Society DreamsofResorts & Spas, Now Resorts island with 4. The Caribbean a tourist12. morecombat (like free private The American 24. Resorts new Dreams property opening transfers, VIP inclusions and Travel recently worked to get in 2020 complimentary room upgrades) an exemption passed in CA for for your clients with Funjet independent contractors 5. InterContinental Hotels Group, Vacations’ Marriott International and 25. Amstar DMC recently this other large hotel brand are celebrated how many years Find the answers at beginning to tackle the issue of of outstanding destination vaxvacationaccess.com/ food waste like single-use experiences? thecompasscrossword S P R I N G 2 02 0 / T H E C O M PA S S / 8 5

Y E S T E R DAY ' S N E W S

Yesterday,s NEWS

What can we learn from yesterday’s biggest stories in travel?

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Courtesy of stockcam / Getty

THE SARGASSUM SAGA

ELECTION YEAR FEAR? Is there a down pattern in travel during election years? According to some in the industry, the only consistent pattern is the industry talking about the potential for a travel slump. It may all be in our heads. The reality is, the election cycle starts earlier and earlier with each round — kind of like Black Friday sales creeping in closer and closer to Halloween every year. Instead of worrying, wondering and wishing, how about business as usual? If the idea that an election year is so different than any other year became moot, life will carry on as it normally does. That’s the mindset you should have. Think back to 2016. On VAX’s side, it really was business as usual. Our site traffic, bookings and agent activity remained steady — and even grew over 2015 — slightly slowed in December (normal seasonality) and then 2017 peak season exploded in January with record site traffic and bookings. “Tourism, like all industries, naturally experiences ebbs and flows,” says Alex Zozaya, executive chairman of Apple Leisure Group. “And while this year’s presidential election is sure to spur some uncertainty amongst travelers, it is unlikely to have an impact much larger than that caused by the countless other events and scenarios travel agents have already learned to overcome. We are fortunate to live in a country with such a wellestablished system, especially as the results will not affect quality of life, economy or outlook for any particular industry in a drastic way.” See? It seems we can expect business as usual.

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Sargassum. You probably haven’t heard that word for a while, have you? That’s a good thing. What was a big issue in early 2019 has certainly died down, especially since, according to the Sargasso Citizen Observatory, 94% of Mexico’s beaches are either free of seaweed or have just a small amount. And according to Apple Leisure Group’s own Post Travel Department, travelers’ reports of sargassum on the beaches of Cancun and Riviera Maya have dramatically decreased since August 2019. The influx of sargassum was an interesting thing and a bit hard to understand for some. Sargassum is a type of seaweed that floats around in masses, as it never attaches to the sea floor. When sargassum rolled into the Cancun area, the hotels and resorts whose beaches were inundated with the slimy clumps worked tirelessly to clean it up — we’re talking teams of people raking in piles of seaweed and either burying it in the sand or hauling it away, starting in the morning and working well into the afternoon (and the hot sun) every single day — truly backbreaking work. But because sargassum is a natural phenomenon, no one could control it other than Mother Nature. It was like a big snowfall — you can’t prevent it or avoid it; you just have to clean it up. This of course affected the beach experience up and down the Cancun coast. Dreams of dipping your toes in the warm waters of the Gulf of Mexico or going all in were sunk when you saw the thick line of green up and down the beach. But what could travel agents have done to prepare their travelers for this potential disappointment? You need to know where you can go for answers. “No doubt, this year’s sargassum season was unprecedented and presented some major challenges. Realizing that, agents need easy access to updated resources that will help them to better serve the needs of their clients. YestoMexico has been proactive in addressing this need with a Sargassum Fast Facts Guide and many useful articles that can be found on our website,” says Tom Brussow, president, YesToMexico and Sunsational Beach Vacations. The silver bullet for agents is having contacts in resorts who can give you a first-hand account of what’s really going on and other trustworthy sources you can get answers from.

vaxvacationaccess.com/thecompass

If there’s a destination in the news, go right to the authority: the destination itself...

Courtesy of Luis Alvarez / Getty

Courtesy of William Barton / Getty

Courtesy of Digital Vision / Getty

Understanding the minds of the masses “Mainstream media” has all but become the new four-letter word. Large media outlets are reporting on what they believe to be the angle on issues that matter most to consumers, and that point of view may not necessarily be the whole story. But that’s not what we want to talk about here. Let’s focus our attention on what you as a travel advisor can do to steer your clients away from an issue that’s getting blown up in the news and steer them towards the reality of the situation. Remember the Kilauea volcano eruption in May 2018? The news basically condemned all of Hawaii, saying it was dangerous to travel there. The reality was that yes, the volcano erupted, but it only affected the Island of Hawaii, and just a small portion (less than 10 square miles). Anyone who looked at a map of the affected area would have understood that. But of course, video footage of a newscaster standing in front of a glowing, smoking lava flow gets eyes and interest so that’s what they used. There are many more examples of news stories in 2019 that affected popular tourist destinations, like Hurricane Dorian in the Bahamas, which made people believe that the entirety of the Bahamas was uninhabitable (and we also learned that many people thought the Bahamas is just one island…) when it was really 14 of the most commonly visited islands in the Bahamas were unaffected by the storm. So how can you help calm your clients’ fears over a scary news story? Educate yourself so you can be a source of truth for them. If there’s a destination in the news, go right to the authority: the destination itself. Tourism boards are often the first ones out there to set the record straight. Their websites (and destination pages on VAX) have contact info, so email them, call them, message them on Facebook or Twitter. Tell them you’re a travel agent and you need the facts to share with your clients. As the gatekeepers of information for their destination, they will generally know what’s going on and be able to give you talking points. And many destinations welcome consumers to visit their websites to get the facts right from the source, so encourage your clients to do just that. Your customers are counting on you to guide them along on their vacation experience. They trust you — that’s why they used a travel agent in the first place. Now it’s up to you to be that source of truth, comfort and security. S P R I N G 2 02 0 / T H E C O M PA S S / 8 7

>> C H A R L E S DA RW I N

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O N E F O R T H E R OA D

One for theRoad TIL NEXT TIME… “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change.” - Charles Darwin

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