erty,” Winkler said.
By contrast, the Hard Rock brand is an
edgier, hipper resort product with a vibe
and a fun element, which targets a younger
lifestyle and is geared around the theme of
music memorabilia and signage, ongoing
schedules of concerts and other live entertainment and signature rock star suites.
“We looked at where we had Palace
properties in Mexico and where we needed
to diversify, which is how Cancun, Puerto
Vallarta and Riviera Maya were selected as
locales for the Hard Rock properties,” said
Frank Maduro, vice president of marketing
for All-Inclusive Collection.
Although there are no plans for additional Hard Rock hotels in Mexico, “there
are other destinations we’re exploring elsewhere in the Caribbean,” Maduro said.
family and friends and bonus commission
incentives, based on the number of bookings per year.
Palace Resorts and Hard Rock run an extensive fam program as part of their agent
“Agents are the main vehicles for bring-
ing the customer to our products,” Maduro
said. “In order to do that, agents have to ex-
perience the properties firsthand.”
The all-inclusive field is a crowded mar-
ketplace, particularly in the Dominican
Republic and in Mexico, so how do Palace
Resorts and Hard Rock Hotels stand out in
the crowded marketplace?
Call your Preferred Tour Operator or 866 527 4762
Topping the priority list for both Palace
Resorts and Hard Rock Hotels is communicating the marketing messages of the two
brands to the travel agent community.
“Agents are critical to the success of our
brands,” Winkler said.
“They account for
more than 80% of
our leisure FIT bookings and a large percentage of our group
business, as well.
“We have teams
of business develop-
ment managers in
the field, calling on
agents and updating
and training them about our product line.”
Palace Resorts’ four-tiered Palace Resorts
Official (PRO) agent specialist program
launched six months ago and already has
topped the 600 mark. “By our [one-year]
anniversary, we expect to have more than
1,000 agents enrolled,” Winkler said.
PRO agents benefit from spa and golf
discounts, exclusive marketing campaigns,
lead-generation programs, special rates for
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