“It’s a new concept”: AMR Collection gives agents a taste of “Endless Privileges”

"You're gonna get that butler service, the rooms are gonna be bigger, you're going to get lovelier amenities in your room, you're going to get higher-end liquors, you're going to have exclusive restaurants, and the list goes on, and on."

And with that, Brian Joseph, AMResorts' business development manager for Toronto, the Greater Toronto Area, Eastern Ontario and Niagara regions, kicked off AMR Collection’s A Taste of Endless Privileges at Toronto’s Park Hyatt hotel on Wednesday (Oct. 5), giving travel advisors a glimpse of what to expect from Zoëtry Wellness Spa Resorts and Secrets Impression Resorts and Spas moving forward. 

“It’s a new concept,” said Carolina Bellina. “We saw that the demand for high-end product was there and people are looking for something great, an even more elevated travel experience, adding, “we took the strength that we have from Secrets and added more privilege and came up with this top-end, high-luxury concept.”

In-room check-in & helicopter transfers

That more elevated experience as part of AMR’s Endless Privileges includes things like in-room (instead of lobby) check-in, in-room wellness experiences and other elevated amenities not available in the brand’s popular Secrets line.

At Zoëtry Aqua Punta Cana, guests who book seven nights or more in an oceanfront room have the option of a helicopter transfer.

“It’s called Arrive in Style and it’s a very unique experience,” said sales manager Garivaldy Ubiera.

AMR is confident the desire for high-end luxe travel is there, particularly coming out of two years of travel restrictions.

“One of the trends that we noticed in 2022, and now going into 2023, is that not everybody was having a hard time during COVID,” explained Joseph. “A lot of people wanted to travel, but they couldn’t, so they were able to save and put aside that money for when they could travel again.”

“Now they want the swim-up suites, they want the rooftops, they want that panoramic view."

Bellina agreed: “We have seen a rebound in bookings from Canada, but especially those high-level bookings," she said, adding that people are “looking to get pampered” because they feel they deserve it.

“Once people have access to upscale categories, they don’t go back to regular [rooms],” Bellina said.

New AMR Collection properties and extensions that are set to open soon under the Endless Privileges umbrella including Secrets Impression Moxché, a new block of rooms and amenities at the existing Secrets Moxché on the famed Riviera Maya, with enhanced luxury suites, unlimited gourmet dining and drinks, rooftop pools set to welcome guests in December, and Secrets Impression Isla Mujeres set to open Dec. 12.

Michelle Raoult, director of sales at Secrets Impression Isla Mujeres said “it’s going to be like the private island experience just 25 minutes away from Cancun – a boutique, exclusive, secluded tranquil beautiful experience in Isla Mujeres.”

Joseph said the key will be in how travel advisors market the Endless Privileges brands to their clients.

"You have to sell this resort to the right person” Joseph said. “This is a boutique resort and it's a special clientele.”

Together again

Both Joseph and Bellina agree travel professionals have been key to surviving the COVID-19 pandemic.

“I value them so much, I love them so much. And I want to present them with things that will help them grow,” said Joseph, noting that “when the price point goes up and the agent can sell it, that's more commission.”

Bellina was thrilled to welcome agents to last night’s event, which was AMR Collection’s first in-person gathering in Canada in two years. 

The event also included a Chef-led culinary demo and sommelier presentation about Mexican wines. 

“It's a great week to celebrate,” she said of the event, which just happened to unfold in the same week Canada’s last remaining travel restrictions and protocols were lifted.

“I used to be a travel agent myself,” added Joseph, “I had some conversations that brought me to tears, seriously. It was a really tough time. That's why I don't take [tonight’s event] for granted."

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