Since October 2020, Xavier Pineda has led sales and marketing for the All-Inclusive by Marriott Bonvoy portfolio in the Caribbean and Latin America.
During what he describes as "exciting times" for Marriott International, the company is pivoting to account for the unprecedented demand for all-inclusive holidays with a brand-first opening in Cancun and extensive refurbishments of its Barbadian properties.
"Travellers want to enjoy hassle-free vacations with no limit on the new things, new food and new cultures to discover..."
Marriott International introduced the All-Inclusive by Marriott Bonvoy platform in 2019 when, Xavier said, "demand was growing to new heights, as it continues to today.
"Travellers want to enjoy hassle-free vacations with no limits on the new things, new food, and new cultures to discover; that is an important component of our all-inclusive platform."
From then to now: why the Marriott label was introduced in Cancun
"Since kicking off the project in 2019, the label now covers 32 hotels across the Caribbean and Latin America, with a presence in nine countries. 10 of our most-recognised brands are being used across this footprint, including Ritz-Carlton, Westin and the Autograph Collection."
The recently-reimagined Marriott Cancun expands the growing All-Inclusive by Marriott Bonvoy umbrella, but plays a historic role, too; it marks the first Marriott branded all-inclusive property in the portfolio.
"The Marriott label is what first gave the company a name. There was no better opportunity to recognise that legacy than what we have done with the Marriott Cancun."
"There was no better opportunity to recognise that legacy [of the Marriott brand] than what we have done with the Marriott Cancun."
"Marriott Cancun has always been a flagship for Marriott International and an icon in the destination. We are so excited about the property. The hotel is earning an important share of demand now thanks to the additional restaurants and services added to the experience."
Those experiences include the CAMP Club by Marriott facility, a 5,000-square-foot kids' club, and new restaurants honouring global cuisine from Mexico to French Polynesia.
"Under the Marriott label, we are trying to enrich connections. It is so important that the experiences we create are built around that mission.
"It is so exciting to see the first Marriott-branded hotel that sticks to those pillars under the all-inclusive model."
Elegant Hotels' Caribbean refresh
Seven of Elegant Hotels by Marriott's properties in Barbados are currently under refurbishment and will see the introduction of the Autograph Collection, Tribute Portfolio and The Luxury Collection brands upon reopening. Xavier elaborated on the choice of brands to integrate into the Barbados portfolio, "The Autograph Collection will see three new properties in Barbados after the refurbishments. This brand rejects the one-size-fits-all approach. We are enabling guests to have control of their own experiences in a more boutique environment, focusing on uncompromised quality and variety rather than quantity."
"...we invite guests to discover something different, but with the confidence that they are under a stamp of quality and service that Marriott Bonvoy guarantees."
"We are trying to create independence in terms of hotel experiences across the soft brands, whether that's The Autograph Collection, The Luxury Collection or the Tribute Portfolio. Under the all-inclusive model, which can be so broad, we invite guests to discover something different, but with the confidence that you are under a stamp of quality and service that Marriott Bonvoy guarantees."
Staying true to the trade
Xavier was keen to emphasise that he and his team "love travel advisors; we create all these experiences with the feedback from the community and advisors in mind."
"...we create all these experiences with the feedback from the community and advisors in mind."
Marriott's Travel Agents platform covers all Marriott Bonvoy brands, and embeds online commission services, the Hotel Excellence! training programme and a Preferred Travel Agency Scheme with favourable commission and rewards for high-selling agencies.
"[The platform] is unprecedented in travel; advisors can earn and redeem points on reservations for over 9,000 hotels around the world and unlock fantastic rates upon certification of the training modules.
"We made sure we incorporated a dedicated All-Inclusive section on our training programme to give advisors the most up-to-date information on a rapidly changing area.
"We want to continue to build this platform and the All-Inclusive label with advisors' feedback and expectations in mind. We want to build loyalty with the advisors and support them in the process."
Xavier Pineda is the director of Sales and Marketing for All-Inclusive by Marriott Bonvoy.
