Karisma Brands Provide Options for All Types of Multigenerational Groups

This article originally appeared the April issue of AGENTatHOME magazine. Subscribe here to receive your free copy each month.

When it comes to selling multigenerational families and other groups, four Karisma Hotels & Resorts’ brands – Nickelodeon Hotels & Resorts, Azul Beach Resorts, Generations Rivera Maya and Margaritaville Island Reserve – offer advisors options for virtually every type of client.

“While each of these brands is family-friendly, they have unique offerings that cater to a more niche demographic,” said Frank Maduro, president of Premier Worldwide Marketing, the global sales and marketing representative for Karisma.

“Karisma aims to make every guest feel at home and continually works to adapt the resorts to their needs,” Maduro said. “This includes Autism- Double Checked certification, the Autism Concierge and staying up to date with local compliances for individuals with disabilities. Nickelodeon Hotels & Resorts, Azul Beach Resort Riviera Cancun and Generations Riviera Maya are all Autism-Double Check certified.”

The resorts are also “toddler-inclusive,” Maduro said, providing strollers, baby monitors, baby food, cribs, Pack ’n Plays, baby bottle warmers and sterilizers, baby changing tables with bathtubs and baby bathrobes upon request.

Here’s a rundown on each of the brands:

1 NICKELODEON HOTELS & RESORTS

“Nickelodeon Hotels & Resorts offers guests playful luxury, expansive Aqua Nick waterparks, spacious family-oriented and themed suites, 1990s nostalgia with the Snick lounge, Slimings and fun for the entire family,” said Marilyn Cairo, vice president of global sales.

The suites at Nickelodeon Hotels & Resorts Punta Cana and Nickelodeon Hotels & Resorts Riviera Maya can accommodate families of five, with some suites equipped with such safety features as door gates and locks for sliding glass doors.

The resorts also offer character meet-and-greets with PAW Patrol and friends and dozens of other character experiences with Teenage Mutant Ninja Turtles, SpongeBob, Blues Clues and Dora the Explorer, among others.

The Punta Cana property is undergoing a renovation, including a waterpark expansion; a new Nickelodeon blimp in the lobby; the addition of Garfield Sweetery, a coffee shop and ice cream parlor concept; additional characters and experiences; and a new Snick Lounge.

2 GENERATIONS RIVIERA MAYA

“Generations Riviera Maya is designed for virtually everyone, from the group’s youngest member to the oldest,” Cairo said, adding that it is also an excellent fit for those planning a destination wedding or family reunion.

The resort, which adjoins the adults-only El Dorado Royale and El Dorado Casitas Royale, has 162 one-, two- and three-bedroom connecting suites, and a variety of venues for groups, including a ballroom, sky wedding terrace and the La Capilla de los Milagros Chapel for traditional Catholic beachfront celebrations.

The resort’s kids club is outfitted with a ball pit, slides and video games, and serves as the site for the Little Eko Chefs program, which offers handson cooking classes focusing on eco-friendly cuisine. For kids 13 and older, the Teens Club has a movie area, craft station, library and gaming consoles.

3 AZUL BEACH RESORTS

Azul Beach Resort Riviera Cancun and Azul Beach Resort Negril “offer fun for the whole family but are best suited for teenagers who may have outgrown a more themed experience,” Cairo said.

At the Cancun resort, families can take advantage of spacious connecting family suites, the Azulitos Kids Club and toddler-inclusive amenities, including babysitting services.

“For those seeking a sun-filled family vacation, Azul Beach Resort Negril is the perfect backdrop, with its Seven Mile Beach location,” Cairo said.

The Negril resort will soon undergo a major renovation of its common areas, restaurants and guestrooms; and the Cancun property is scheduled to undergo lobby renovations and a refreshing of guestrooms and restaurants.

4 MARGARITAVILLE ISLAND RESERVE

Margaritaville Island Reserve Cap Cana in the Dominican Republic features 228 suites across 13 different room categories, including capacious accommodations in the family-friendly Waves section.

“With spacious accommodations, restaurants and amenities that cater to guests of all ages, the resort provides the ultimate backdrop for multigenerational travel,” Cairo said.

Margaritaville Island Reserve Riviera Cancun, with 148 guest rooms and suites, offers an array of dining options and kid-friendly options, including the Parakeets Kid’s Club, beach volleyball, sandcastle-building competitions, kayaking, margarita races and cornhole tournaments.

MARKETING TIPS

“Travel advisors need a consistent marketing approach year-round when targeting group and multigenerational travel bookings,” said Karisma’s Frank Maduro. “Their website and social strategy should stay consistent with the right partners and messaging by aligning with brands that truly cater to family travel through outstanding amenities and programming.”

Not all brands representing multigenerational travel are the same, Maduro noted, adding that advisors “should always consider how the products are not only great for kids but great for adults and develop marketing messages that resonate with the entire family.”

He added: “Advisors should always consider that travel is a loyalty-based business, and they should aim to create lasting relationships with their customers. Booking someone for a couples’ retreat could lead to securing a wedding or family getaway down the road.”

HELPING ADVISORS SELL

“We recognize that sales support is crucial in this industry and continue to provide valuable business development support for both U.S. and Canadian markets through immersive training, collaboration opportunities on co-op marketing plans, and hosted fams, including a family-oriented fam trip this fall,” said Karisma’s Marilyn Cairo.

“Additionally, we provide the highest paid commission in the industry – U.S. Gourmet Inclusive Vacation Consultants agents can earn up to 21 percent commission, and Canadian agents can earn up to $250 in Canada Cash.”

This year, Karisma is launching a curated marketing and sales toolkit every quarter, which includes promotional and social media calendars, web banners, digital flyers and more.

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