The Riviera Maya EDITION at Kanai (Playa del Carmen) opened in late February of 2024 to rave reviews, with many comments on its very high level of service and its convenient proximity to the St. Regis and Etéreo, Auberge Resorts Collection. And, now, the Edition has opened a stunner of a Sky Rooftop Villa suite that sells for a cool $40,000 a night. What justifies that healthy number? With each Sky Rooftop Villa booking, guests get complimentary airport transfers for up to 12 guests, as well as daily in-suite breakfast, a private pool/bar attendant from 9 a.m. to 5:30 p.m., and a private cabana at the resort’s pier. A private DJ, and private yoga sessions are also available.
All told, the space adds up to 26,900 square feet, which comprises five bedrooms, large living spaces, two kitchens, a mid-Olympic-size infinity pool, and sprawling views of the ocean and nature reserve. Accommodating up to 12 guests, the Sky Rooftop Villa sits on the entire top floor of the building, overlooking a sweeping view of the ocean and mangroves. What we love: Each guestroom has its own private deck with a Jacuzzi, wet bar, lounge area, and ocean views.
The Edition is a collaboration between Ian Schrager and Marriott International, and Marriott has been on a real role in the Caribbean and Latin America (CALA) market of late. In the past three years, Marriott’s CALA portfolio has grown from 300 properties to 500 properties in the region, and approximately 10 percent of Marriott International’s global luxury portfolio is located in the region. With that driving force behind it comes the opening of Almare, a Luxury Collection Resort on Isla Mujeres.
This luxury resort is deemed an “Adult All-Inclusive,” a segment Marriott has sought to elevate with high standards from its top-shelf brands. The company’s first luxury all-inclusive resort in Mexico, it has 109 ocean view suites, each with its own balcony. Amenities include seven restaurants and bars, a spa and an infinity pool. Reviews of this just-opened hotel praise Eli at the Lobby Bar for his “expertly crafted cocktails” and the joy of the brief boat ride from the mainland to Isla Mujeres, where hotel staff was waiting with the guests’ favorite martinis and champagne. We say that’s a pretty good start.
Note: The Presidential Suite is nearly 1,500 square feet in size, has two bathrooms, one bedroom and a balcony. A sofa bed extends the facility’s occupancy to four.
Sending a VIP or simply have questions? Reach out to Ana Leyva, director of sales and marketing, at ana.leyva@luxurycollection.com.
On the mainland, Playa Mujeres has views of Isla Mujeres and it’s there that the SLS all-inclusive resort has just opened. SLS Playa Mujeres is set within a gated community. The jewel in the crown here is the “The Envy” suite, comprising three king bedrooms with ensuite bathrooms, large living and dining spaces, and an outdoor terrace with sea views, of course.
New for the SLS brand is “SLS Elite,” a selection of rooms with benefits including private lounge access, preferred dining reservations and entry to an exclusive beach. The category includes two-level rooms with private roof decks (think, Jacuzzi), a lounge area and panoramic views. Personalized check-in, butler service, a premium spirits package and airport transfers are also included.
The 20,000-square-foot Ciel Spa has thermal baths, an outdoor tranquility pool, and 20 treatment rooms. Treatments include the CBD Hot Stone Massage and “Royal Citrus Ritual.”
Tulum, about 80 miles from Cancun, continues to evolve. We hear that the Trobbu Boutique Collection is opening its first set of all-inclusive luxury villas in January. Each of the 10 villas will have three bedrooms, an infinity pool, decked terrace with sun loungers, bar and grill area, a living room, and a kitchen. A spa, fitness center, coffee shop and boutique round out the amenities. Activities will include wine tastings, pizza and mixology classes, karaoke, wellness classes and visits to cenotes, which are essentially natural sinkholes or pits, born of a time when the Yucatan Peninsula was under water.
Expert Perspective
We asked Jack Richards, president and CEO of Pleasant Holidays and Journese, for his views on how Mexico continues to evolve and how Pleasant is evolving with it.
LTA: Are you seeing new demand for Tulum thanks to the new airport? Have you added to your programs to include more Tulum trips?
Richards: Tulum International Airport did not begin flights from/to the U.S. until March 28, 2024, so there is limited data for 2024. We are seeing demand for Tulum International Airport, which is increasing for 2025 travel. Cancun International Airport has many more flights and airline seats available due to its larger size and larger flight schedule. Cancun International Airport can be less expensive depending upon travel dates and there are more ground transportation options from Cancun versus Tulum Airport.
Tulum’s new airport affords travelers a secondary option for flying in and out of the southern Riviera Maya and is an indicator of the success and growth in tourism this area has seen in recent years. As the infrastructure around Tulum’s airport further develops, it can become a driving force for the entire region, relieving some of the pressure on Cancun. We have increased marketing of Tulum, its airport and the southern Riviera Maya region which will continue to grow as more flights are added from the U.S. to Tulum Airport.
LTA: What are some of the other emerging areas of Mexico that you are sending clients to?
Richards: Mexico City has exceeded expectations in 2024 as more leisure travelers are visiting the city for the cultural and historical sites, shopping, nightlife and extraordinary culinary experiences. There are several luxury hotels available for U.S. travelers, including Four Seasons, St. Regis, Ritz-Carlton, Luxury Collection and Curio Collection hotels.
The area of Baja California Sur around Los Cabos holds a great deal of potential for tourism growth. We recently launched the new destination of Todos Santos, just north of Cabo San Lucas on the Pacific coast, for example.
We are exploring other destinations in Baja for 2025 including La Paz and the wineries of Guadalupe Valley.
LTA: Is Marriott’s move into luxury all-inclusives in Mexico changing the market?
Richards: Marriott has such a large Bonvoy loyalty program that its all-inclusive resorts offer additional opportunities for growth in the leisure markets. This is part of their strategy to diversify business and to compete with Hilton, IHG and Hyatt in this segment. A majority of our hotel sales in Mexico are at all-inclusive resorts in Cancun/Riviera Maya, Los Cabos, Puerto Vallarta and Cozumel, so we welcome the Marriott all-inclusive resorts as we believe this will attract more loyal customers.
It’s more of a recognition of the success of a model that has been appealing to American travelers more every year. The success of luxury resorts offering the all-inclusive concept has shaken off a negative perception, and more travelers are realizing they can enjoy the vacation they want without having to pay for everything separately. Marriott’s move to join this trend means travelers can now stick with the brands and loyalty programs they already enjoy while taking advantage of the one-price-upfront accommodation model.
LTA: What are clients looking for in their Mexico stays these days?
Richards: Travelers are looking for great value without sacrificing luxury in their Mexico vacations. The wide selection of luxury all-inclusive resorts in Mexico’s many destinations mean travelers can have it all in one upfront price, avoiding resort fees at many other destinations. This appeals to multigenerational family travelers as well as couples looking for a romantic retreat and young travelers seeking adventure and excitement. An increasing number of travelers to Mexico are also looking for cultural and culinary experiences. Mexico has 18 Michelin-starred restaurants, some at all-inclusive resorts with a broad selection of fine wines.
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