Reflections

CLEANING HOUSE FROM THE VERY BEGINNING, A NEW OPENING

Fabrizio Frías

Gerente General, El Cielo Winery & Resort, by Karisma Workwise, what I thought was unfortunate for me has been an excellent opportunity to restructure everything. I joined the company just a few days before the pandemic, exactly on March 6th and on April 1st we closed. This became an incredible opportunity to re-think all the bases, come up with new challenges, revisit basic standards, clean up bad processes that I believe can be improved, reshape those things that I noted in the few days I was there, and begin this project from scratch. It’s a magical place with incredible potential, but with the changes in management, in key positions, and with the newness of the project, the goals have been undermined, including coming to a consensus on operations criteria, and there is a lack of standards and common goals, amongst others.

Specifically, cleaning house from the very beginning, a new opening, re-orientation for everyone, review of policies and procedures, recipes, cost analyses, guidelines and many other things. I am fortunate to have done several openings and of course I feel right in my element. I know we can move forward and come out stronger from this unexpected experience. I have been through hurricanes and other things, like the swine flu epidemic, so it’s a hard road that I’m familiar with. We have to learn from each of these experiences and turn to a new chapter, looking toward our new goals.

Personally, I have had the opportunity to be closer to my family, which is my driving force. As a first-time father, it’s been great for my baby who’s barely two years old to have both parents so close. Being surrounded by nature in this wonderful place, where life is different and where I’m sure I’ll learn many things; developing tolerance for our significant others, studying new things, the opportunity to reinvent ourselves, eat a healthy diet and breathe pure air, rounding out this experience that I am sure we’ll always remember.

THE TEAM IS DOING A GREAT JOB AND IS TRULY ENERGIZED

Justyn Jones

Gerente General Azul Beach Resort Negril, by Karisma The necessary closure of Azul Beach Resort Negril came at a time when the team was in full swing. It was particularly difficult to have to meet and tell everyone of the need to close the property. Looks of bewilderment and justified concern as to what the forthcoming months on furlough would bring. As is the case with Jamaicans, there was a strong sense of pride, respect and resilience. The three months of closure was somewhat of a surreal experience - our beautiful resort with no guests, an empty beach, quiet walkways… The hard working and committed task force did its best to take care of maintenance, cleaning and security. When confirmation of our reopening was received it was, at least for me, a big sigh of relief. That was mixed with a feeling of uncertainty as to how we would adapt to the new normal of hospitality. Team members gradually began to return to work. I was encouraged by their enthusiasm and participation in the thousands of hours of training that was given to them during the month of June. It was a sprint to reopening day and to ensure our Resort complied with the required government protocols and procedures. July 1st began with excellent weather only to be followed by an afternoon torrential downpour of rain as the first guests arrived. It was truly a pleasure to greet them after what seemed much more than three months. Since reopening the team has adapted to showing the famous Jamaican smile from behind a face mask whilst ensuring our guests’ Peace of Mind. The team is doing a great job and is truly energized. Without doubt this has been a unique and interesting experience. Touch wood that we will never have to go through something like this again.

Mariana Montes General Manager, Generations Riviera Maya, By Karisma

We never imagined 2020 would bring a closing and re-opening of our hotels. We’re going through difficult times, but if we have been able to come together and adapt to this situation, we can do it for many other things in the future.

We need to turn this crisis into a learning opportunity. These are times of uncertainty that create doubt and fear. We cannot let fear taught it to us, but these are very valuable things, just like our health.

paralyze us. We need to be open to change and be able to live with to live this new reality. Just like when learning to educate our

this “new normal”.

In the hospitality industry, there is a great concern and demand for hygiene, cleanliness and security. This will be key to providing confidence, not only to our guests, but also to our co-workers, without losing sight of the focus on detail and quality in service that we are known for.

their dedication, commitment, solidarity and passion during these times that I am sure will make us stronger! Thank you!

Alejandro López General Manager, El Dorado Seasise Suites a Spa Resort By Karisma

Difficult times for all become even more difficult when unexpected, something unknown and for which there is no definitive solution. We have learned to live with the new reality, and I thought: “And who taught us this? Is it like having children? Having a pet?” Nobody Let’s take a moment to think how we’ve learned how to do the things we do every day.

Fear is always present, and we need to use fear to have the strength I would like to take this opportunity to thank all our co-workers for

children, we have the help of our family, friends, company executives and owners to pave the way for us; we’re not alone.

Let us use our passion in everything we do and appreciate the things we didn’t appreciate before.

It’s time to build our new destination in the face of this new reality.

In many ways this is a pandemic with economic consequences which can no longer be controlled. This return to normal is a challenge to our strength of will: we have to show our guests who we really are.

Despite adversity, our passion for service is stronger. Together as a team we can push through because no matter the situation, El Dorado always gets up again and moves forward.

We need to appreciate what we have, being honest with our teams. Be grateful and continue to grow, doing what we know how to do best: “Provide excellent service and create memorable experiences.”

Joslin Fuentes General Manager, El Dorado Royale a Spa Resort, By Karisma

NEW CAMPAIGNS + CREATIVE TO WELCOME BACK TRAVEL

With many of our hotels reopening to the new normal of post-covid travel, Premier Worldwide Marketing has been working to create new brand campaigns with enhanced creative and elevated messaging. These versatile campaigns help to differentiate our brands as we simplify and personalize our marketing promotions.

Here’s a peek at what we’ve been working on:

Paradise Unbound: El Dorado Brand Campaign

Our goal with this campaign is to show, rather than tell, all the ways that El Dorado conveys the heart and soul of the real Mexico. We focused on the dream of a private Mexican paradise – perfect for secluded, romantic getaways that provide the peace of mind to de-stress in a beautiful tropical setting. The creative highlights our incredible locations, all-inclusive offerings and rich local color, while copy allows travelers to let loose and decompress.

We anticipate a long shelf life for this campaign, because there are so many romantic hideaways and authentic stories to tell. For instance, paid media iterations of our Time to Rebook resume campaign including taglines like “Summer Uncanceled” and with imagery ranging from catamaran cruises to secluded cenotes.

Limelife: Margaritaville Island Reserve Brand Campaign

Our newest brand, Margaritaville Island Reserve, is all about leaving your worries behind to enjoy the sun and sand with a cocktail in hand – all at your own pace and without any expectations. The Limelife is all about positivity, possibilities, and encouraging guests to embrace a Margaritaville state of mind. The creative is designed to evoke the feeling of island breezes, sunshine and vacation vibes, all with a touch of fun patterns and versatile icons.

This campaign is designed to introduce new fans to the all-inclusive, elevated style of the Margaritaville Island Reserve brand while creating a lasting emotional connection and showcasing an aspirational lifestyle.

Asset Gathering Trip to Riviera Maya/Riviera Cancun in July

The Premier Worldwide Marketing team also sent a team of four photographer/videographer crews and brand team members to our Mexican Caribbean properties in early July for a major asset gathering trip that gathered 684 pieces of content across 8 resorts. These photos, short videos and b-roll will be used for lifestyle, merchandizing and social media campaigns. The team was thrilled to see our properties back in full swing and honored to experience the heartfelt service and dedication of the staff.