On Location: “Cuba is evolving” – Travel pros discover Cayo Santa Maria & Trinidad with Hola Sun

It is reasonable to be nervous around a group of strangers, embarking on a week-long trip in Cuba to learn more about the country and its offerings.

Thankfully, Cuba offers one amazing icebreaker – cigars.

It was in Topes de Collantes, a protected natural area in the Escambray Mountains, at the Eco Lodge and under a blanket of stars that travel advisors and PAX all got to know each other while enjoying one of Cuba’s smoky national treasures.

This reporter even learned a thing or two about how to properly smoke a cigar (light it with cedar wood and not a lighter to avoid butane contamination).

It was just one of many local moments PAX experienced during a week-long familiarization trip to Cuba in November with Hola Sun Holidays – the Cuba specialist – where we were able to see first-hand how the tour operator runs its trips, and the hotels guests can discover, in Cayo Santa Maria.

The FAM welcomed a diverse group of travel advisors, from Cuba experts to those new to selling the destination.

One agent, Kimberly Frank with Expedia Cruises, had been to Cuba 16 times over the last 32 years, but this was the first FAM trip she had ever been on and had only recently begun selling Cuba.

She was excited to see properties first-hand, take her own pictures of them, and connect with other agents to learn more about their experiences with the country.

Meanwhile, another advisor, Antonio Rodrigues of Bionic Travel Service Agency, has been working with Hola Sun for over 20 years.

He was eager to participate so he could better serve his clients through firsthand knowledge.

All eyes on Cayo Santa Maria

Cayo Santa Maria is a key off the north-central coast of Cuba. It was largely undeveloped until a 48-kilometre causeway opened in 1999 to spark tourism opportunities.

For this trip, agents were treated to a stay at The One Gallery resort, a sprawling all-inclusive resort that has eye-catching Cuban art scattered throughout it, including large murals on its buildings.

It was the perfect spot to hang out at the smooth beach or pool and sip a mojito or crisp Cuba Libre – rum, cola, with a generous squeeze of lime juice – after a full day, or catch some live entertainment.

PAX didn’t just stay at Cayo Santa Maria though – we also got a tour of Trinidad and Topes de Collantes.

Trinidad is a UNESCO World Heritage site about a three-and-a-half-hour drive south from Cayo Santa Maria, on the south side of the island.

Its wealth was shaped by the sugar cane industry, leaving a legacy of remarkably preserved colonial architecture.

Here, you can wander the cobblestone streets, browse local markets for souvenirs, and pick up cigars and rum at prices lower than elsewhere.

The Hola Sun experience

The FAM trip was led by Hola Sun Sales Director Hugo Rocha, who told PAX that the company has been in business for 34 years and knows Cuba better than anybody.

The company also offers customized vacation packages and private transfer services for its clients.

“What differentiates Hola Sun from others is the customer service and the knowledge,” he said. “We have a name in the market.”

Like many in the travel industry, the company took hit during the COVID-19 pandemic, but is looking to bounce back and reach their pre-COVID levels, according to Rocha.

He said bookings are already up 188 per cent compared to last year, even before the busy holiday season begins.

“This year the trend is upward,” Rocha said. “We are optimistic that it’s going to be a recovery year.”

He attributed the growth to travel advisors steering clients toward higher-end hotels that, while slightly more expensive, deliver a superior product.

That said, he noted that Cuba remains a more affordable option than many other Caribbean destinations, offering Canadians strong value for their money during a time of rising living costs.

Cuba’s push into higher-end products is an evolution of the country as a destination, Rocha said, and that helps attract different clientele.

This push includes new offerings, such as butler service, or private beaches with waiters.

“In the past, we didn’t see this variety of products,” Rocha said. “Canadians are responding positively to this kind of trend. Cuba is evolving in the quality of services that they are offering to the customers.”

Offering a trade perspective, Kimberly Frank said she recommends higher-end products to her clients, noting that spending a little more is worth it for perks such as improved food and beverage options.

Rocha noted that Cuba attracts a diverse range of travellers and is increasingly seeing longer stays of three to four months from snowbirds, who are choosing the country over U.S. destinations like Florida amid the current political climate.

All about adventure

Rocha was quick to emphasize that Cuba offers more than just resorts—it’s also a destination for adventure.

PAX experienced this first hand in Topes de Collantes, embarking on a spectacular hike through a forest.

Getting there was an adventure in itself: the group took a thrilling ride through the park on military vehicles, which felt more like a rollercoaster, with passengers raising their arms on the steep downhill stretches.

Once the hike began, we were treated to expert knowledge from two nature tour guides.

One of the guides, an expert in bird calls, drew the attention of some exotic feathered visitors and had a sharp eye for spotting wildlife, including lizards.

Along the winding forest trail, we explored a cave, admired a dramatic waterfall, and swam in a tranquil pond, before capping off the adventure with a well-earned Cuban lunch.

Rocha said visitors to Cuba can not only hike, but also cycle, scuba dive, or visit historical centres such as the town of Trinidad.

And of course, there were cigars—found everywhere in Cuba and the perfect way to unwind after a day of adventure.

PAX was able to get five hand-rolled cigars off the side of the road at the end of the Topes de Collantes hike, along with a bag of fresh coffee beans that come straight from the mountain in the area. It doesn’t get much fresher than that!

When in Cuba, you’ll become well acquainted with how to properly smoke a cigar, including holding the smoke in your mouth for a few seconds rather than inhaling it.

Cuba still faces some challenges, including occasional power outages in certain areas, but many hotels and resorts are equipped with generators.

On one occasion during our trip, a lightning strike caused a brief outage, but power was promptly restored.

For Frank, promoting Cuba involves being candid about the country’s challenges—including spotty internet at times—and setting realistic expectations for travellers.

“I’m upfront and transparent right away,” she said. “I just tell them like it is…most of my clients are repeat Cuba clients, so their expectations are realistic.”

Where to sleep

PAX had a chance to tour many hotels in Cayo Santa Maria. Here are a few highlights:

Grand Aston Cayo Las Brujas

The Grand Aston is set off of three kilometres of white sand beach and azure waters, and includes 660 Caribbean-style rooms and suites, suitable for families with children, as well as an adults-only zone with its own swimming pool.

It offers five swimming pools, a gym, an on-site water sports centre, four tennis courts, 21 food and beverage outlets, including seven restaurants, and a children’s play area.

Paradisus Los Cayos

Paradisus is a five-star all-inclusive resort with 802 rooms over 20.9 hectors. It includes The Reserve, a boutique area with access to a private pool, lounge, reception and a reserved beach area.

There are 34 pools total, 30 of which are swim-up pools in guest room blocks. Paradisus features a variety of restaurants that include Asian fusion, barbeque and Mediterranean cuisine.

Then there’s the Royal Service, an exclusive area within Paradisus designed for adults only, and includes suites with a private butler and personalized service throughout the stay.

Royalton Cayo Santa Maria

The Royalton is an example of an adults-only, higher-end resort offering in Cayo Santa Maria. It features 122 rooms, butler service, satellite television, daily entertainment, and 24-hour room service.

Grand Memories Santa Maria

Grand Memories offers 462 rooms, a Kids Club with a play area and supervised games and activities, two tennis courts, and nightly entertainment.

Guests can upgrade to the Diamond Club and receive one dinner show per week, a 20 per cent discount on spa and beauty services and upgraded room amenities.

There is also Sanctuary at Grand Memories, its adults-only section that acts as a resort within a resort, as guests can still access the rest of Grand Memories.

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