There’s more to Cuba than just sun and sand, just ask Hugo Rocha, Hola Sun Holidays’ Sales Director. As a perennial favourite destination among Canadians, Cuba offers a wealth of cultural experiences, history and cuisines, not to mention a crop of new and improved hotels, that Hola Sun is hoping will attract new audiences. In this week’s Top 5, we sit down with Rocha who tells us what Canadians can expect on the island beyond the beach.

Hugo Rocha, Hola Sun Holidays’ Sales
Director

1. How are winter bookings looking, particularly from Canada? Are numbers back to pre-pandemic levels?

“The winter sales are looking very good, but we still haven’t reached the level pre-pandemic levels yet. This time last year, sales were good, but not quite at the pre-pandemic levels.  We are optimistic that this year we’ll do better, but still it’s a challenge. The delayed reopening of Cuba, after some of the other Caribbean islands, affected arrivals but Hola Sun Holidays is looking to regain and capture more market share this year.”

2. Are there any new hotels or renovations that travel agents should know about heading into the winter season? 

“In Varadero, Hotel Melia is taking over Hotel Turquesa and bringing it under the Melia brand and renaming it Sol Hicacos. It will be renovated and brought up to Melia standards. It will be a new hotel offering to the Canadian market.

 “In Cayo Coco, this past March saw the opening of Sanctuary White Sands, which belongs to Blue Diamond Hotels. The hotel is now receiving better reviews since the changeover and service levels are up. Also, Melia has taken over the former Pullman Cayo Coco and will rebrand as the Melia Costa Rey, while bringing the property up to Melia standards.

“Finally, in Holguin, there is a new hotel opening this month in a newly developed tourist area of Ramon de Antillas called the Hotel Sierra Cristal. This is the second opening in the area after the Grand Memories. Another new hotel opening in the area will be Gran Muthu Ensenada, an upscale Muthu Hotels chain (Singapore), with an anticipated opening early in the new year.

3. Cuba has always been a best-seller among Canadians, what would you like clients to experience beyond the beaches?

 “Nature and soft adventure is a new focus, which has already attracted groups from the Europe market, and Hola Sun is looking to bring Canadians for this popular travel segment. Plus, there’s so much culture and history in Havana, where visitors can enjoy authentic experiences at great value. These include a dinner show with audience engagement at a fraction of the price compared to North American cities.”

4. Canadian travel agents typically sell Cuba as a leisure destination to families and beach-lovers. But are there any other demographics that they should focus on when selling Cuba?

 “The younger generation is a strong focus this year. The idea is to appeal to the younger generation who is the future repeat traveller.

“There is also a focus on ethnic markets (ie. Indo-Canadian and Chinese-Canadian). Hola Sun is looking to diversify its product offerings to attract and accommodate this new demographic trend.

“Plus, Blue Diamond is introducing Music and Blu this winter, which will bring a roster of DJ’s from all over the world to provide music and activities throughout the day, including pool foam parties.  Additionally, a sports element will be incorporated, providing a more active holiday experience.

“Blue Diamond is also focused on the wellness segment with the introduction of its new brand ‘Blu.’ There will be dedicated areas within the resort that will offer yoga classes, spas, and meditation areas.

“Also exciting is the fact that Indian restaurants are popping up, which Cuba hasn’t seen before.”

5. What should travel agents keep on their radars in the next few months? 

 “Hola Sun’s product launch is coming up on Oct. 18 and a new online brochure is due out at the same time.

“We have a webinar with Travelweek scheduled for Oct. 24, which will include further updates on what’s new on the island.

“Hola Sun will be tweaking its messaging with its Loyalty program to ensure agents are aware and familiar with the program in time for the peak selling season. The key takeaway is that the loyalty program has close to a three-year expiry whereas competitors’ programs expire within a much shorter period (ie. six months). 

“Finally, agents can look out for a do-it-yourself fam list that will be published in April 2025. Loyalty points can be used against the fam rate.”

For more information go to www.holasunholidays.ca.