Like a Local
AMResorts’ properties let guests in on what makes their destinations special.
Many vacationers are looking less for an escape and more for an education. According to travel consultancy Resonance’s 2015 Resonance Report, people often prioritize “good cultural attractions” and “opportunities to learn something new” over “close to beach” and “English spoken” when selecting a destination—and they may even value learning opportunities over cost. To appeal to these travelers, resorts can showcase an area’s unique character or integrate elements of the locale into owners’ stays.
AMResorts’ properties, for example, “incorporate key aspects of the local culture into architecture, décor, activities and cuisine,” says Lisa Logan, assistant marketing manager at AMResorts. For example, owners staying at the company’s Zoëtry Paraiso de la Bonita Riviera Maya, only 20 minutes from Cancun International Airport, can sign up for a food and drink art tour, during which they can learn about artist Luis Sottil’s process at an on-site gallery dedicated to his work while tasting regional specialties and cocktails mixed with local ingredients.
Even owners looking to relax can learn about the local culture. Guests at Zoёtry Paraiso de la Bonita Riviera Maya and some of AMResorts’ other properties around Mexico, including in Cancún, Huatulco, Tulum and Playa Mujeres, can take part in a Temazcal ceremony, now complimentary with Endless Privileges® and Unlimited-Luxury® programs. Participants lie in a sweat lodge and experience some of the ancient Mayan healing practices native to the area. This treatment highlights the resorts’ spa amenities while also educating visitors about the destinations’ traditions.
AMResorts also finds ways to bring the destination into their resorts by reaching out to the surrounding communities. “People who have lived in these communities for many years have contributed to making the resorts and destinations as magnificent as they are today,” Logan says. During the week, many of AMResorts’ properties host tianguises, pop-up markets where local craftspeople can display handmade goods to guests. Involving the community in this way can be a mutually beneficial endeavor: Guests can take home a unique souvenir or memory while supporting those who live and work in the area. Resorts should consider these markets, and other ways they can integrate the local culture into their offerings to attract education-seeking travelers.
Image credit: Courtesy of AMResorts