On Location: The “crème de la crème of all-inclusives” – Velas Resorts honours Canadian agents

Velas Resorts is having quite a moment —several of them, in fact.

From the 2024 debut of Grand Velas Boutique Hotel Los Cabos, marking an expansion in adults-only vacations, to a new rewards program for travel advisors, to a continued stream of accolades—including AAA Five Diamond honours across all Grand Velas properties, Forbes Five-Star distinctions for its SE Spa, and dual Michelin Stars for its two Cocina de Autor restaurants—the family-owned Mexican resort group shows no signs of slowing down.

With a dynamic meetings and events team, and a reputation for delivering ultra-high-end, all-inclusive vacations, the company, which celebrated its 35th anniversary last month, continues to raise the bar for hospitality in Mexico – without compromise.

And Canada continues to take notice. Last month, roughly 450 Canadian travel advisors got a taste of Velas at Air Canada Vacations’ 50th anniversary party in Mexico’s Riviera Maya – a multi-resort event that culminated with a group dinner at Grand Velas Riviera Maya, an idyllic property that bridges the worlds of jungle and beach.

READ MORE: On Location: Inside the epic event possibilities at Grand Velas Los Cabos

That night marked the largest group of Canadian travel advisors to ever experience a Velas property all at once.

And while that moment unfolded, another one was just getting started – Velas Resorts’ Partner of the Year, an annual event that honours the brand’s top-performing travel advisors and rising stars.

Held Nov. 6–9 at Grand Velas Riviera Maya, the kickoff coincided with ACV’s beach bash that same evening in the resort’s serene “Zen Grand” area. 

READ MORE: On Location: ACV & Velas celebrate double milestones in Mexico’s Riviera Maya

This year, Velas welcomed trade VIPs from Canada, the United States, and Latin America, and the exclusive guest list was sourced via Velas’ Ambassador Club program, where agents log bookings, accumulate points, and redeem rewards, such as cash bonuses, points for complimentary stays and benefits for weddings and groups.

Representing Canada at this year’s event, which PAX was invited to cover exclusively, were Toronto-based Barbara Scrocco and Robert Rizzo of TravelOnly, Vancouver-based MaryAnn Jordan of TTI Travel (both recognized as top sellers), and Montreal-based Josie Cucuzzella of Groupe Voyage, a Canadian “rising star” (who was unable to attend)

READ MORE: On Location: PAX & travel advisors unpack “a new era” of Velas Resorts in Los Cabos

The invite-only gathering allows advisors to unwind, connect with executives, and experience Velas’ exceptional dining, wellness, and service while networking with fellow agents.

“It’s a recognition and all-inclusive reward,” Sophie Raymond, sales director for Canada at Velas Resorts, told PAX. “We invite advisors to bring a plus one, we cover their flights and stay. They come and enjoy the property and meet advisors from other markets. It’s a celebration of their accomplishments.”

Seeing is believing  

It was the second time Velas has hosted Partner of the Year at Grand Velas Riviera Maya, a bougainvillea-filled property with 539 spacious suites (they start at 1,000 square feet) that are spread across three “ambiances”: Zen Grand (jungle serenity), Ambassador (family-friendly), and Grand Class (adults-only, oceanfront, where Top Partner guests stayed).

Each area has its own energy, with its own lobbies, swimming pools, and amenities, while incorporating natural materials like stone, wood, and water, blending seamlessly with the surrounding landscape.

Set between a vast jungle, mangroves, and the Caribbean Sea near Playa del Carmen, the compound spans 206 acres, offering varied landscapes and relaxed vibes.

But the essence of Velas Resorts goes far beyond the verdant scenery.

The brand’s portfolio spans seven properties—AAA Five Diamond Grand Velas resorts in Riviera Maya, Riviera Nayarit, and Los Cabos; adults-only Casa Velas and Grand Velas Boutique Los Cabos; family-friendly Velas Vallarta; and Mediterranean-inspired Mar del Cabo, the company’s only EP-plan hotel.

All of them—PAX has visited every one—whisper “you deserve it” at every turn.

Founded by the late Eduardo Vela Ruiz, Velas Resorts is built on a simple but powerful concept: provide top-tier dining, spacious accommodations, and five-star service—all within an all-inclusive setting.

That means gourmet cuisine crafted by Michelin-level chefs and three-steps-ahead-of-everything service. 

At Grand Velas Riviera Maya (which, by the way, was a filming location for Netflix's reality show Love is Blind), the check-in team rise from their desks to greet you every time you pass—a reminder that here, hospitality never stays seated.

When you ask for directions, staff don’t simply point the way—they personally walk with you, guiding you there. Poolside, attentive waiters promptly take drink and dining orders.

Each guest is paired with a personal concierge who keeps things seamless via WhatsApp—sending daily activity highlights and handling everything from dinner reservations to airport transfers, so all you have to do is enjoy your vacation.

Visits can be personalized—from a monogrammed bathrobe waiting in your suite to a framed portrait of yourself from a previous stay, sourced from your own Instagram (the team went above and beyond with this surprise).

Calling Velas “all-inclusive” almost feels inadequate — yet it’s the experience the company aims to redefine for families, couples, and groups seeking ultra-high-end vacations.

Here, all-inclusive never equates to lesser quality, which is something you only truly appreciate once you’re dining on tomahawk steak and king crab, doing caviar bumps (and chasing it with Grey Goose) or sipping margaritas made with the finest Don Julio tequila. 

Sure, Grand Velas is pricier than your average resort. But you’re not paying for just a room—you’re paying for the ultimate glow-up (and trust us, it shows). Velas doesn’t just do “good”—it turns vacations up a notch into something epic. 

“Everybody can say luxury, or ultra-luxury, or mega ultra-luxury. But names are names,” said the CEO of Velas Resorts, Mr. Juan Vela Ruiz, speaking with PAX earlier at ACV’s 50th. “You have to live it to believe it.”

Breakfast & brainstorming

Sticking to this philosophy, this year’s Partner of the Year treated advisors to a specially-crafted agenda of culinary and wellness moments.

And space to share. The program kicked off with a Breakfast and Brainstorming session on Nov. 14 at Frida (a Four-Diamond Mexican restaurant inspired by Mexican painter Frida Kahlo) hosted by Mr. Vela and Denys Montes de Oca, executive corporate director of sales and marketing.

The morning was a masterclass in honouring agent feedback. One by one, advisors took the mic, sharing insights on growing their business, boosting awareness of the Velas brand, and enhancing incentives for wedding and group bookings.

And each idea was met with genuine consideration. In some instances, Mr. Vela responded instantly with a decisive “Done.”

Wellnessing with nature

The Zen Grand section, tucked deep in the jungle—home to wildlife such as white-tailed deer, spider monkeys, and coatis (raccoon-like creatures with pig-like snouts)—was the backdrop for the afternoon.

As part of an on-site eco-tour, a cenote pool (a natural sinkhole) hosted a Mayan ceremony with purifying smoke and ritualistic drumming, followed by a bee sanctuary with stingless bees (meliponas) and a tree-planting activity.

It all struck a unique harmony between luxury and sustainability, blending upscale hospitality with environmental awareness.

Wellness followed the next morning. Yoga, a resistance class, and a cold plunge on the beach? Done, done, and done.

Top Partners handled it all, getting a taste of Velas’ upcoming “Wellnessing Getaway,” a special program that features yoga, cycling, spa credits, suite upgrades, and other exclusive perks.

“We invite nutritionists, yoga instructors, wellness gurus…and everything’s included,” Raymond said of the event, which unfolds June 13-17. “Clients who book during those dates get to participate. It’s extremely popular.”

Velas designs culinary activities, too. For instance, one lunch for Top Partners involved a hands-on taco-making workshop on the outdoor terrace of Sen Lin, the resort’s elegant Asian fine-dining restaurant.

Memorable foodie moments are central to the Velas way. The brand’s reputation for exceptional dining is unmistakable.

The Cocina de Autor restaurants at Grand Velas Riviera Maya and Los Cabos were recognized in the 2025 Michelin Mexico Guide, making Velas Resorts the only all-inclusive hotel worldwide with two Michelin-starred establishments.

The Riviera Maya property also earned the 2025 Michelin Service Award, celebrating its hospitality and attention to detail.

Cocina de Autor is included in Grand Velas Riviera Maya’s all-inclusive offer, which extends to eight gourmet restaurants featuring French (Piaf), Mexican (Frida), Asian (Sen Lin), Italian (Lucca), modern Yucatan (Chaká) cuisine and others. 

Having so many options to choose from is strategic.  

“EP [hotels] have great restaurants, but they don't have as many restaurants as we do,” as Mr. Vela told us. “I need to have enough restaurants, of the same quality, so that everybody can go.”

“If EP hotels have 100 per cent occupancy and everybody wants to go to the best restaurant, they won’t have enough. I'm designed to accommodate everybody.”

Meaning, there’s almost always room at the table.

Kids spa & redesigned clubs

Grand Velas Riviera Maya proved the perfect host for this year’s Top Partner event, coinciding with several property enhancements.

There’s now a Jungle Kids Spa, offering treatments for younger guests, such as head and arm massages and facials that feel like “a giant glass of juice for your face,” as the menu reads.

Designed for children ages 5–12, the spa features mini manicure, massage, and hair-washing stations, kid-friendly spa products, and cute touches like smiling stuffed monkeys.

There’s also a redesigned Kids and Teens Clubs with expanded programming, modernized spaces, a golf simulator, and a state-of-the-art cinema.

The two-level Teens Club, for one, pops with glowing arcade games. It’s a space that might make adults wish they were teenagers again.

It all reflects Velas’ ongoing investment in the luxury family market, complementing existing services like its “baby concierge,” which pampers little ones with cribs, strollers, high chairs, and bottles.

“Families are coming year after year,” Raymond explained. “We have a huge repeat clientele, so we’re always looking to offer something new.”

“I’d live here”

For this year’s Canadian delegation, the luxurious weekend offered a firsthand look into the moments and memories they craft for their clients.

“I’d live here,” joked MaryAnn Jordan of TTI Travel, whose been sending clients to Velas for eight years. “It’s the staff who make the stay. They’re just wonderful.”

Barbara Scrocco and Robert Rizzo of TravelOnly have been selling Velas for 15 years.

“It doesn’t feel like an all-inclusive. It’s high-end luxury. It’s hard to explain until you experience it,” Scrocco said.

Over the years, Scrocco has entrusted Velas with countless leisure and corporate groups.

“They have my clients’ best interest at heart,” she said. “What I love is that they actually listen. They make things happen.”

Rizzo called Velas the “crème de la crème of all-inclusives.”

“It’s a luxury hotel that includes everything,” he said. “It feels like home the moment you step inside. There’s a warm embrace – like a family, welcoming you into their home.”

At the closing-night dinner on the beach, an event adorned with strings of mini lights, a roaming saxophone player, premium steak and seafood, and sparklers, Velas’ Denys Montes de Oca, with mic in hand, brought it home.

“The most important part was for you to feel warmth and connection on a deeper level,” she said. “Connection, to me, has to be meaningful and I really hope we accomplished that.”

“We’re under the stars because you are the stars. You are the reason we shine in what we do.”

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