“Elite Club is the result of listening to our travel agent community ... - Travelweek

VAUGHAN — The cheery mood at yesterday's festive lunch hosted by RIU Hotels & Resorts and Sunwing was perfectly in keeping with the optimism and energy from the Canadian travel industry heading into the 2023-24 winter sun season.

While the post-pandemic rush of pent-up demand has started to level off – and while the economy keeps consumers on the edge of their seats – many Canadians continue to prioritize travel plans after years of being stuck at home.

RIU's annual festive event, held at the beautiful Arlington Estate in Vaughan, ON, is a popular kick-off for the winter sun season, and yesterday's gathering was no exception.

During the luncheon, Hugo Aguilera, Director of Partner Marketing and Business Development for RIU in Canada and the U.S., provided updates on the latest and greatest with the brand, including new hotels and resorts, new renovations for 2023 and 2024, the recent introduction of Elite Club, new BDMs for Canada and more. With the new Elite Club, introduced last year, RIU guests can take advantage of a new way to enjoy exclusive benefits, on top of RIU's all-inclusive service.

Travelweek connected with Aguilera ahead of yesterday's luncheon, to find out more…

Travelweek: How has this recovery year performed for RIU from the Canadian market, and how are bookings coming along for this winter?

Aguilera: "Even now as we reach the end of 2023, customers are still making up for all the travel that they lost last year and are willing to spend more for an enhanced vacation experience. They're looking for higher room categories, are open to paying more for premium services and amenities, and it's why we introduced Elite Club by RIU for adults only at select RIU Palace hotels to start.

"Elite Club is the result of listening to our travel agent community and customers in Canada who have been craving elevated adults only inclusions, and we're only going to keep growing from here to answer that call.

"Winter is shaping up to be a very successful season for RIU among Sunwing Vacations customers, having

seen a significant demand for winter travel already in the summer and bookings have only increased since then, thanks in large to the work of our travel agent community in Canada.

"We're also seeing that many of those client bookings include groups of families and friends who want uninterrupted time together to reconnect and make more memories at a hotel that meets every one of their needs, like connecting rooms."

RIU Hotels & Resorts gives their partnership with Sunwing a big thumbs up

Travelweek: What new RIU properties should Canadian travel advisors have on their radar?

Aguilera: "In May 2024, we're unveiling a new RIU Palace property in a new destination for RIU in Jamaica, and our 38th hotel joining our portfolio in the Caribbean and Mexico – the beachfront Riu Palace Aquarelle in Falmouth, Trelawny.

"Agents and their clients will love this property – on top of our signature service and offerings, this hotel will house 753 rooms and, in addition to four swimming pools, including a kids pool with water slides, and a variety of culinary options from different restaurants on site, will also have its own Splash Water World water park open to all customers during their stay. The suites are beautiful, too, featuring our new island-inspired décor and bright and breezy concept with natural finishings, and some offering ocean views and swim-up access.

"Jamaica has been a fantastic destination for us and we've seen great success in bookings via our agent partners in Canada, so we're thrilled to add another destination and hotel to the mix for agents to sell."

Deana Murphy, VP Retail Sales, Sunwing Travel Group and Hugo Aguilera, Director of Business Development, Marketing, Groups & Romance, USA & Canada, RIU Hotels & Resorts

Travelweek: Are there any new RIU renovations that agents should know about as well?

Aguilera: "We renovate our properties once every 10 years, and this past year, we've taken a hard look at elevating the customer experience at a number of RIU hotels by undergoing radical and in-depth renovations on their lobbies, common areas, restaurants and rooms, featuring a modern look and feel and elevated atmosphere. The updates made to our hotels are beautiful and really speak to the modern customer, and we're confident these new changes will help agents continue to sell RIU to Canadians down south.

"Since RIU's last event in Toronto and Montreal this summer, Riu Caribe in Cancun completed its refurbishment in late August. The property now offers four pools (instead of one previously), one of them has an aquatic bar, another one for children and two others for the whole family, where they can enjoy the best entertainment provided by the RIU Hotels entertainment team. The remodel also includes renovations made to its 506 rooms plus five new swim-up double rooms with a private pool, and the exciting addition in the entertainment offer of the Riu Party for our guests in Cancun to enjoy.

"After seven months of renovations, the adults-only Riu Palace Macao in Punta Cana, Dominican Republic reopened in September as one of the first RIU Palace properties sold through Sunwing Vacations to implement Elite Club by RIU room categories. A complete overhaul of the hotel's rooms has been carried out, converting some into swim-up suites with an exclusive and private pool for Elite Club customers.

"We've also revamped our specialty restaurants and brought in a restaurant exclusive to Elite Club members, plus our biggest modification … the largest spa and wellness area across our hotel chain, which includes an innovative spa, gym and salon.

"Renovations on Riu Palace Pacifico in Puerto Vallarta began this past August and will be complete before the holiday season. Following in-depth renovations of its common areas with an influx of natural light and more sophisticated style, this property will become an adults only establishment and offer our new Elite Club room categories, amenities and services.

"On top of that, we'll close out the year with some news and improvements at Riu Palace Baja California in Los Cabos, Mexico and Riu Palace Jamaica in Montego Bay, Jamaica where Elite Club will be opening as of December 15, 2023.

"Something new to share with agents this season, Riu Palace Bavaro in Punta Cana will also begin renovations in 2024. Starting September 1, 2024, this property will include Elite Club room categories and will be the first and only property to date to include this service at a family hotel. The hotel's family section will be built where the recently closed Riu Naiboa was located, allowing plenty of space to enjoy this new section."

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Travelweek:  In an interview with Travelweek, Sunwing Vacations Group's President of Tour Operations, Andrew Dawson, reaffirmed Sunwing Vacations' commitment to its partnership with RIU. Why do you think this partnership between Sunwing Vacations and RIU is such a great one?

Aguilera: "RIU Hotels & Resorts, like Sunwing Vacations, offers something for all travellers and appeals to every Canadian.

"The RIU brand is beloved by Canadian customers and the agent community for our top-notch service, amenities and incredible experiences offered at exceptional value across a wide variety of family-friendly and adults-only properties in Mexico, the Dominican Republic and Jamaica.

"For over a decade, our hotels have been available to Canadians exclusively through Sunwing and this partnership has elevated our brand awareness in the Canadian market, positioning us as one of the top-rated hotel chains among Sunwing's customers.

"With so much excitement this year and next, with ongoing renovations of popular hotels and the introduction of Elite Club by RIU and Riu Palace Aquarelle in Jamaica next spring, we're thrilled to continue our long-standing partnership with Sunwing and help our agent partners find the right RIU property to suit their clients' needs and preferences this season!"