Kevin Froemming — Executive Vice-Precident and Chief Marketing Officer for Playa Resorts Management

It’s a December to remember for Playa Hotels & Resorts. The company is opening Hyatt Ziva Rose Hall and Hyatt Zilara Rose Hall in Jamaica and Hyatt Ziva Puerto Vallarta in Mexico, all within days of each other. For this edition of Friday 5, Kevin Froemming, Executive Vice-President and Chief Marketing Officer for Playa Resorts Management, talks about all the new properties as well as the new Commission Booster program.

1. The new Hyatt Zilara and Hyatt Ziva Rose Hall opened this month. How are the new Jamaica properties performing?

Froemming: Hyatt Ziva Rose Hall opened on Dec. 10 and Hyatt Zilara Rose Hall will follow on Dec. 20.  We are welcoming our first guests to this fabulous resort during the holiday season and we are receiving very positive guest and travel agent feedback.

In fact, some of our first guests at Hyatt Ziva Rose Hall’s opening were a group of travel agents from Canada and they are absolutely giving us rave reviews for service, amenities and of course, the incredibly beautiful beach location.

Guests are loving the little extras and unique surprises, such as the innovative ‘food carts,’ that make it fun to grab a delicious fresh snack, such as authentic jerk chicken right at the pool.

Besides the outstanding beauty that the Rose Hall location is known for, we are also pleased to offer all guests at Hyatt Zilara Rose Hall and Hyatt Ziva Rose Hall one complimentary round of golf per guest, per stay, at their choice of two of the Caribbean’s most renowned golf courses: either Cinnamon Hill or White Witch, both adjacent to the resort.

We also provide complimentary airport transfers from Sangster International Airport in Montego Bay, as well as a private VIP lounge for all of our guests when they arrive and depart the airport.

Some other features are complimentary use of the resort’s spa hydrotherapy circuit, complimentary chef-inspired in-suite dining, and for guests who wish to take a catamaran sail, they can do so right from the property.

We tried to think of every detail that would make a guest’s experience more relaxing and stress-free and include it in their stay.  This is what we are calling The Evolution of All Inclusive Luxury!

Hyatt Ziva Rose Hall

2. What can agents expect from the new Hyatt Ziva Puerto Vallarta, also opening in December?

Froemming: Hyatt Ziva Puerto Vallarta will open Dec. 20. This all-inclusive resort is at the site of the former Dreams Puerto Vallarta and represents the culmination of more than a $20 million expansion, renovation and repositioning of this resort which is on romantic Las Estacas Beach in what is known as the Golden Zone.

The resort has its own cloistered beach-cove on the sparkling Pacific Ocean. Guests will be welcomed into an architecturally inspired lobby with a take-your-breath-away view of the ocean and newly designed infinity pools.

There are 335 guest suites, including signature swim-up suites.  Dining is the culmination of our team of international chefs’ interpretation of Pacific coast seafood, the freshest regional meats, poultry and produce, and inspiration, all creating sophisticated dining in a selection of three a la carte and buffet restaurants.

Each of our staff members has completed extensive training in delivering our signature service, which we have coined as ‘service from the heart.’

Guests will find a staff of sommeliers, concierge and butlers ready to anticipate their needs and most importantly, empowered to turn those desires into reality.

Hyatt Ziva Puerto Vallarta is for guests of all ages and offers endless activities, a fitness centre, entertainment and supervised children’s activities. Adults will appreciate the adults-only pool and lounge area, as well as imaginative specialty lounges.

For meetings and special events the resort offers 6,500 square feet of conference space, including a ballroom and additional beautiful outdoor gardens, and beach venues perfect for weddings and special celebrations.

But the pièce de résistance may be the Zen-inspired Vitamar oceanfront spa.  We believe it to be the only oceanfront spa in Puerto Vallarta.

Hyatt Ziva Puerto Vallarta

3. Can you talk about the different brands in the Playa Hotels & Resorts portfolio?

Froemming: Playa Hotels & Resorts B.V does in fact own 14 premier hotels comprising 6,175 guestrooms in Mexico, the Dominican Republic and Jamaica.

Playa Resorts Management, which is the operational management component of Playa Hotels & Resort, manages nine of those properties.

Those include:  Hyatt Ziva Los Cabos, Hyatt Zilara Cancun, Hyatt Ziva and Hyatt Zilara in Rose Hall Jamaica, Hyatt Ziva Puerto Vallarta and Hyatt Ziva Cancun (which will open in 2015).

The company also owns and operates three resorts under Playa’s brands, The ROYAL Playa del Carmen, Gran Caribe Real Cancun and Gran Porto Real Playa del Carmen.

The additional five resorts in Mexico and the D.R. are managed by a third party.

4. What sort of outreach (in terms of incentives, education, etc.) do you do with Canadian travel agents?

Froemming: If we offer service from the heart to our guests, we offer service from our heart and our soul for travel agents!

We know travel agents are our key to success. One of the many things we are doing for agents is evolving a brand new Commission Booster program, managed by Playa Resorts Management. It is valid for all the resorts we manage.

It is modelled after what was formerly the Real Resorts RR commission booster program and it is designed to provide our travel agent partners a myriad of unparalleled benefits, such as the first to be informed of new and future improvements, special promotions and offers, and exclusive bonus commissions on virtually every booking with the ability to earn bonus commissions for each booking.

This is the first automated incentive program of its kind, with no forms to fill out when you book directly with us. Agents are also eligible for private offers, contests and the many agent fams we are offering, especially to our new resorts.

In addition, we have a very rich wedding and honeymoon program with many ways for agents to earn commission on wedding planning. We are in the early stages of launching a mobile application for agents and anticipate that growing tremendously in 2015. Agents can learn more and sign up for commission booster by visiting: agents.playaresorts.com.

5. What’s your own favourite Playa Hotels & Resorts property, and why?

Froemming: That’s like asking a parent which is your favorite child! So that’s somewhat of an unfair question! I like them all for different reasons. I love Hyatt Ziva Rose Hall and Hyatt Zilara Rose Hall because I am a golfer and White Witch is one of the all-time bucket list courses for golfers.

But I love the vibe at Hyatt Zilara Cancun, which is very sophisticated, especially when you take it in from a pool lounge chair overlooking the spectacular beach and turquois Caribbean.

But then for a romantic getaway, it has to be Hyatt Ziva Puerto Vallarta with its private beach cove.

So you see, I really can’t pick just one!

Hyatt Zilara Cancun