Jade Calver on Playa's peaks campaign: fams, incentives and agent interaction

Playa Hotels & Resorts business development manager gave Travel Bulletin a rundown on the brands peaks campaign, emphasising the importance of agents getting first-hand experience of the Playa portfolio.

Hailing praise on Playa's agent partners, Jade explained: "The trade plays a pivotal role in Playa's success, and agents are key to our selling strategy across the UK and Ireland."

Adding that Playa Hotels & Resorts prides itself on "being a truly trade-friendly brand," Jade and the wider Playa team "work hard to ensure we always support agents with the best resources to equip them to sell our products."

Playa's comprehensive peaks campaign is hard to miss: Jade highlighted the "dedicated Playa Rewards programme... [which] offers agents the chance to earn free night stays and cash rewards by simply logging their Playa bookings.

"Playa Points are awarded for every valid booking and credited to an agent's account once the guest has checked out. The longer the booking duration and the higher the room category, the more points agents can earn."

Alongside the rolling rewards programme, Jade emphasised the "huge incentive running for peaks," with six fam places up for grabs, randomly awarded to bookings logged at Playa Rewards by February 29th, 2024. An additional incentive offers you the chance to join Jade and co. for an exclusive screening of the new Bob Marley: One Love biopic.

Fam trips remain a key part of Playa Hotels & Resorts' trade strategy: Jade said the team "understand[s] how important it is for agents to see our properties first hand. The experience of being on-site boosts their knowledge of our products and, in turn, their confidence to go on and quote our resorts to their clients and then confirm those bookings."

Jade has been relentlessly on the road visiting agents and bringing them in-destination, adding: "Agents that have visited our properties understand what sets us apart from the competition... we strongly advocate in the support of travel agents needing to 'see it to sell it'."

As peaks draws to a close, the brand's business development manager promises the brand will "continue to grow in terms of expansion and, of course, in terms of product developments."

Recently, a new premium room category, Enclave, was introduced at the Hilton La Romana Family and Adult Resorts, promising an elevated experience and exclusive amenities.

"In terms of news on hotel openings, we can't report anything at the moment, but agents should watch this space..."