St. Regis Costa Mujeres brings a different side of Cancun to Toronto

The St. Regis Costa Mujeres Resort, Cancun, has its sights on Canada, and it’s giving travel advisors more reasons to get acquainted with the newly opened property.

With branded residences preparing to enter its rental inventory, new dining venues on the way, and Canadian advisor FAM trips planned for 2027, the resort is building its presence in Canada, its third-largest source market behind the United States and Mexico, according to Ingrid Velásquez, director of sales and marketing.

On Wednesday (Oct. 21), that effort brought representatives to The St. Regis Toronto for an intimate media dinner attended by approximately 15 guests. The menu drew inspiration from the resort’s Fish Market restaurant.

Ahead of the dinner, PAX sat down with Velásquez and chatted about the resort’s approach to luxury, the clients they are hoping to attract, and what’s coming next.

“We’re trying to show a new Cancun to Canada,” Velásquez said. "We're going to have more connectivity, more and more opportunities to bring Canadians to our hotel," she added.

Finding the right client

The 163-room resort opened June 25 in Costa Mujeres, away from Cancun’s established hotel zone. Velásquez said the property is approximately a 25-minute drive from Cancun International Airport.

The resort operates on a European Plan, a departure from the all-inclusive model more commonly associated with Cancun.

“We’re trying to redefine luxury in Cancun,” Velásquez told PAX. “It’s a celebration hotel, definitely."

Honeymoons, anniversaries, proposals, milestone birthdays, and family reunions are among the occasions bringing guests to the property.

Multigenerational families are another target market. The resort’s compact layout allows guests to move easily between restaurants, pools, and the beach without golf carts or lengthy walks.

Velásquez highlighted the beachfront, saying the resort has avoided the sargassum problems affecting other parts of the Mexican Caribbean. She attributed the sheltered conditions partly to nearby Isla Mujeres.

She shared with PAX that the property has received bookings from travellers leaving other resorts because of sargassum.

The resort has an unusual connection to the region’s history. According to Velásquez, Maya archaeological remains discovered during construction have been preserved on-site, near the El Meco archaeological site.

During the dinner, Carlos Obregon, director of marketing, explained how the area’s Maya heritage influenced the design by Mexican architecture firm Sordo Madaleno, including the use of chukum, a traditional Maya plaster made from materials native to the Yucatán Peninsula.

Neighbouring SHA Wellness Clinic presents an opportunity for clients to combine a beach vacation with a separate wellness retreat.

Residences expand the options

The resort’s 86 branded private residences are expected to provide another accommodation option for advisors booking larger families and groups. Some feature up to five bedrooms and private rooftop pools.

Velásquez said approximately 80 per cent of the residences have been sold, with roughly 80 per cent of those sold units expected to enter the hotel’s rental inventory in phases beginning in the first quarter of 2027.

An advisor incentive for residence bookings through Marriott’s STARS program is in development.

More dining experiences on the way

Six of the resort’s 10 planned food and beverage outlets are operating, according to Velásquez. These include Fish Market, a poolside seafood restaurant; Costa Coral, serving Mexican cuisine; and Palmare, a casual beachfront grill.

The St. Regis Bar features an agave library with more than 80 selections, including tequila, mezcal, and lesser-known Mexican spirits.

Guests can participate in complimentary tastings and the brand’s traditional champagne sabrage ceremony.

Upcoming venues include Shami, an adults-only rooftop restaurant and pool, and Jack’s Club, a jazz speakeasy with approximately 30 seats.

Zaytinya, a Mediterranean restaurant from José Andrés Group, is among the planned dining concepts, alongside a separate beach club. Opening dates have not been announced.

Velásquez said the beach club is intended to welcome outside visitors while maintaining dedicated beachfront space for hotel guests.

Velásquez was particularly excited about the resort’s upcoming St. Regis Midnight Supper on Nov. 19, an exclusive dining event inspired by Caroline Astor’s late-night gatherings. 

She said celebrities, influencers, and media are expected among the invited guests, with more details to be announced soon.

Canadian advisors in focus

Velásquez plans to meet with more than 45 travel agency owners during her Toronto visit, building on the resort’s participation in Virtuoso’s Preview program.

Approximately five Canadian advisor FAM trips are planned between April and July 2027, with dates being coordinated through Marriott’s Canadian sales teams.

The resort has hosted more than 15 FAM trips for travel professionals from the United States and Mexico since opening.

Canadian agencies can request customized webinars covering luxury leisure, weddings, groups, and special celebrations. Marriott’s Hotel Excellence! training and Fam-Tastic rates provide further opportunities to learn about the property.

Velásquez also told PAX that she can coordinate support directly for advisors, from specialized bookings to promotions and client experiences.

For Velásquez, the property’s defining advantage remains its service, particularly the brand’s signature butler offering, which is available across all room categories.

In a destination where luxury is often measured by how much is included, St. Regis Costa Mujeres is making its case for how much can be personalized.

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