COMES OF AGE
luxury market
Mexico’s
BY ANA FIGUEROA
Today’s luxury market in Mexico is world-class and world-renowned, but mastering its complexities (and getting rid of outdated notions) can be formidable. The
rewards for agents and their clients justify the effort, though. As Virtuoso’s president
and COO Kristi Jones notes, “Mexico’s vast array of products and experiences are
exactly what today’s luxury traveler is looking for.”
the evolution revolution
“Luxury in Mexico is nothing new,” says agent Hope Smith, owner of Born to Travel
in Sierra Madre, CA. “You have always had strong Mexican brands operating beautiful beach and golf resorts. And movie stars have been going to Cabo since the
1940s. What is new is the influx of top international players, such as Banyan, Rosewood, Four Season, St. Regis. Luxury in Mexico has come of age,” says Smith.
Mauricio Leyton, Virtuoso’s director of alliances, sums up recent his-
tory succinctly. “Ten years ago, there was an explosion in Mexico’s
luxury market,” he says. Interestingly, Leyton points to the events
of September 11th as a turning point on a number of levels. “Peo-
ple began looking for authentic experiences, but they also didn’t
want to fly for extended periods of time. That’s when Mexico
emerged as a ‘new’ destination and it hasn’t stopped evolving.”
LESSONS
in LUXURY
Use Mexico’s affordable luxury
to get your clients hooked
on a high-end travel. They will
want to continue the experience
for all their travels.
luxury mexico today
Blessed with stunning coastlines on both sides of the continent; a
diverse terrain that includes jungles, volcanoes, mountains and des-
erts; and rich historical, cultural heritage and archeological zones (such as
Chichen Itza, one of the new “Seven Wonders of the World”), Mexico is a magnet
for the luxury traveler seeking a cross-cultural experience. Its unspoiled wonders
are enhanced by meticulously planned man-made improvements such as Mayako-
ba, the eco-haven set amidst mangroves, clear lagoons and Caribbean beach front.
“Mexico does luxury extremely well, especially in the all-inclusive segment,” says
Alex Sharpe, executive CP, Signature Travel Network. While all-inclusives in fast-
