Karisma Eyes Growth Through Creative Partnerships And Brand Expansion

Karisma Hotels & Resorts plans to operate 35 resorts worldwide by 2020, building on recent growth in the Caribbean and Mexico.

The growing hotel company currently has 26 properties in Mexico, Latin America, the Caribbean and Europe, under several brands, including El Dorado, Azul, Generations, Sensatori and Nickelodeon.

New properties are already planned for the Dominican Republic’s Cap Cana, Mexico’s Huatulco, Antigua and Plat, Croatia, spokesperson Mandy Chomat told TMR. It also has a $1 billion investment and plans for 10 hotels encompassing 5,000 rooms over the next decade in Jamaica’s Sugar Cane, he said.

Karisma has utilized innovation and top partnerships to create a diverse portfolio. Earlier this month, it announced a landmark agreement with Jimmy Buffet Margaritaville. The new brand—Margaritaville, an All-Inclusive Experience by Karisma—is planned for various locations throughout the Caribbean, opening as early as next year. The partnership will combine Margaritaville’s laid-back vibe with Karisma’s all-inclusive services. “It allows us to introduce a collection of new casual luxury resorts in beachfront destinations,” Chomat said of the partnership. The resorts will feature Margaritaville’s signature food and beverage concepts, such as Margaritaville Restaurant and LandShark Bar & Grill, as well as Jimmy Buffett memorabilia.

Karisma is also investing in its Azul Beach Resorts brand, formerly Azul Hotels. It was recently rebranded, with the new identity meant to “emphasize the stunning beach locations which are hallmarks of each property,” said Chomat. The brand’s four properties in Jamaica and Mexico adopted the new name. It will add a fifth, with the Azul Beach Resort Sensatori Jamaica by Karisma opening in May. Located on Negril’s world-famous Seven Mile Beach, each of the resort’s 285 suites will offer an ocean view, while many include private swim-ups. Other amenities include 10 restaurants, 8 bars and lounges, a spa and programs for kids and teens.

But, of all Karisma’s ventures, its palafitos, or overwater bungalows, are arguably the most popular. “[It was] a major travel trend we capitalized on: providing accessibility to luxury overwater bungalows so travelers don’t to spend a day of traveling in order to enjoy this one-of-a-kind experience,” Chomat said. “The guest and industry response to the fall 2016 opening of the palafitos at El Dorado Maroma—Mexico’s first overwater bungalows—has been tremendous.” Karisma will next bring the luxury experience to Generations Riviera Maya.

For agents, Chomat suggested getting to know each brand and resort intimately, so you know the best fit got clients, whether they are singles, couples or families. “It’s crucial to understand personally the customized offerings [of each brand],” he said.

Karisma’s “business model of consumer to agent and agent to wholesaler is intended to support agents,” he noted, and its Gourmet Inclusive Vacation Consultant program is offered to an elite group of travel agents in return for benefits from marketing tools to added incentives to offer consumers. In addition, Karisma pays a 21% commission on all bookings.