Travel Weekly - Selling Mundo Maya

2012
AND BEYOND
selling
MUNDO
MAYA
produced by
selling MUNDO MAYA
TULUM, QUINTANA ROO
MEXICO’S MAYAN HERITAGE
SALES OPPORTUNITIES ABOUND
ALL ARTICLES BY
ANA FIGUEROA
FOR MORE
INFORMATION
▲ CLICK live link
Information on the significance of 2012 in the Mayan
cosmology is available on
the Mundo Maya Organization’s official website,
www.mundomaya.travel.
Website features include
explanations of the countdown toward the new era,
an overview of how the
Maya understood the world,
and extensive destination
information and images.
Discover more at
www.visitmexico.com or
call 1-800-44-MEXICO
For educational courses
about Mexico, go to
www.magicofmexico.com
2
To sign up for a
planner profile, go to
www.mexicomeetingsnetwork.com
This is an auspicious year for travel to Mexico,
focusing on the winter solstice date of Dec. 21,
2012, when the Mayan Long Count calendar resets.
The solstice has been hyped as doomsday by
Hollywood releases, and although the dire scenarios
have little to do with the start of a new era actually
predicted by the Maya, the resulting buzz has created unprecedented international interest in travel
to Mexico—and generated an array of tours and
experiences agents can promote and sell this year
and beyond.
Five southeastern states form the focal point
of the Mayan world in Mexico. These states—
Campeche, Chiapas, Tabasco, Quintana Roo and
Yucatan—each offers visitors a variety of opportunities to explore the accomplishments and impact of
Mayan civilization.
Campeche is home to two UNESCO World Heritage Sites, including its walled capital city and the
ruins of Calakmul, which are set amidst a biosphere
reserve. The state of Chiapas houses the largest
indigenous population in Mexico, making interactions between visitors and modern-day Maya
possible. Visitors can also tour the ruins of
Palenque, a UNESCO World Heritage Site dating
back to 100 B.C.
In Tabasco the focus is on adventure travel into
the world of the Maya; a 1.5 million-acre biosphere
reserve and ruins accessed only by riverboat are
among the state’s many nature-based attractions.
Tabasco is known for the unusual Mayan site of
Comalcalco (constructed in brick), and for tours
along the “Chocolate Route,” where cacao was first
cultivated.
Quintana Roo is home to Cancún and the
Riviera Maya, which draw millions of visitors to the
Caribbean coast each year. Attractions in the state
include sacred Mayan cenotes, eco-parks and
biospheres, as well as the ruins of Tulum and Cobá,
Chacchoben and Kohunlich.
Yucatan state’s two UNESCO World Heritage
Sites include the renowned ruins of Chichén-Itzá
and Uxmal. Cenotes, wildlife sanctuaries and Mayan
villages attract visitors as well, as does a nature
preserve and the premier Museum of Anthropology
and History.
WHAT IT MEANS FOR AGENTS
Agents who understand and promote Mayan Mexico
can tap into the unique sales opportunities available
in 2012, and position themselves to expand their client base and Mexico expertise by selling the world
of the Maya for years to come.
“The public is not simply looking for a vacation
package these days. They want experiences,” said
Jim Tedesco, marketing director for GOGO Vacations.
This year those experiences will include indigenous
music festivals, Mayan ceremonies, and processions
and celebrations at archaeological sites. Yucatán is
said to be planning a rock concert at Chichén-Itzá,
featuring an international superstar.
Rock concerts aside, the wealth of events and
activities taking place throughout the
five states this year can be leveraged
BEACH VACATIONS PLUS
into generating interest in Mexico, and
Most clients interested in Mexico travel these days, have
increased destination sales. “Agents
beach vacations in mind. Noted Sharyn Lewis, owner of Lewis
should take advantage of all the extra
attention focused on Mexico right
Travel Management in New York, N.Y., “I try to promote the
now,” said Federico Moreno-Nickerarchaeological sites, but many clients just want to get a tan.”
son, director of Caribbean & Mexico
Even so, day trips and add-ons can generate more commisproduct development for Classic
sion for agents. Clients visiting Cancún and the Riviera Maya
Vacations.
are prime candidates for day trips (bookable in advance) to
Stephanie Schneiderman, owner
the Mayan sites of Tulum and Cobá, as well as the region’s
of Tia Stephanie Tours, noted that
many Mayan-themed ecological parks. Chichén-Itzá is
the benefits of this year’s internabookable as a lengthy day trip from Cancún. More intensive
tional focus on the unique culture and
Mayan-focused excursions come in the form of two- or
civilization of the Maya will extend
three-night add-on trips to Chichén-Itzá, Uxmal and other
well beyond 2012. “While 2012 is
attractions in neighboring Yucatán state. Available from
exciting, the people and region will
mainstream and specialty operators, these trips can result in
remain for years to come. And that is
a compelling reason to keep returning
several hundred dollars worth of commissions for a family or
to Mexico.”
small-group booking.
2012
AND BEYOND
TRADITIONAL MAYAN DRESS
CHICHÉN-ITZÁ, YUCATÁN
VARIETY & ABUNDANCE
RESOURCES
THE TOUR PRODUCT
THE RIGHT TOUR FOR YOUR CLIENT
MAYAN DRESS PHOTO: THE MUDDY BOOT
UNDERSTAND YOUR OPERATORS
It’s essential for agents to understand the differences between Mayan-focused tour products in
order to find the best product for a particular client.
Here’s an overview:
Mainstream Tour Operators
Maya-focused experiences are usually part of a
more varied tour in programs from mainstream
operators. These tours are appropriate for generalinterest travelers and first-time Mexico visitors.
Programs: Tours generally include the best-known
and most popular archaeological sites and eco-destinations, as well as cenote dives and soft adventure
Specialty Tour Operators
Maya-focused sites and experiences are often the
sole focus of tours from special interest operators.
These tours are most appropriate for repeat visitors
to Mexico, or for clients with a special interest in
history, culture, archaeology, or astronomy.
Programs: Tours generally include archaeological
visits to lesser-known or more recently discovered
sites and/or UNESCO World Heritage Sites. Expert
lecturers in the fields of archaeology, history or
astronomy accompany many tours. Special features
include “one-time-only” festivals in 2012 at sacred
Mayan sites, as well as participation in Mayan rituals, in-depth exposure to Mayan communities, and
regional Mayan cuisine.
Geographic Focus: All five of the Mundo Maya
states in Mexico.
Tour Length: From one night (Mexico Unlimited’s
“Mayan Sampler”) to 14 nights (Adventure Center’s
“Mexico in Depth”).
Price Range: From $185 (Mexico Unlimited’s
“Mayan Sampler”) to $3,250 (The California Native’s
“Chiapas and Yucatán Combined Tour”).
Commission Levels: Typically 10%, with 15%
on groups of six or more. Some operators pay
slightly less if payment is not made by agency
check.Sample commission on average length/price
specialty tour: $171
FOR MORE
INFORMATION
▲ CLICK live link to access the article
U.S. agents are accustomed to selling mainstream
tour operator programs to Mexico that focus on a
beach vacation. While many of these operators also
offer programs that include aspects of the Mayan
world, specialty tour operators offer the bulk of programs that focus exclusively on a Mayan-centered
travel experience.
Specialty operator Tommy Thomson spent a full
year developing a series of “2012-themed” tours
for his company, The Mayan Traveler. Stephanie
Schneiderman, owner of the Ann Arbor, Michiganbased Tia Stephanie Tours, this year introduced
tours that showcase Maya advances in mathematics, astronomy, architecture, art and writing.
Mainstream and special interest operators will
continue to include Maya components and exclusive Maya-focused tours in their programs long
after 2012, giving travel agents additional sales
opportunities well into “the new era.”
activities. Hotels are most often located in major
tourist areas; some high-end operators include luxury
properties or haciendas near archaeological sites.
Geographic Focus: Most mainstream tours originate in Quintana Roo state, home of Cancún and
the Riviera Maya, and remain in the region. A few
mainstream operators offer tours from Mérida or
Campeche City. Some offer tours starting out from
destinations outside of the Mundo Maya entirely,
including Mexico City.
Tour Length: From three nights (Classic Vacations’ “Our Wonders”) to 10 nights (GOGO Vacation’s “Treasures of the Yucatán with Cancún”).
Price Range: From $825 (Pleasant Holidays’
“The Mayan Experience, Mérida & Chichén-Itzá”) to
$4,770 (Abercrombie & Kent’s “Signature Mexico”).
Commission Levels: Typically range from 12%
to 15%, depending on the agent’s sales volume,
preferred supplier relationship via agency marketing
group, and/or eligibility for group sales overrides.
Sample commission on an average length/price
mainstream tour: $335
▲ CLICK live link for the operator’s website
From immersive cultural experiences to day trips
and adventure treks, tours to Mexico’s Mundo Maya
offer agents a wide variety of sales opportunities.
Though exact numbers are hard to pin down, at
least 60 different tours marketed to U.S. travelers by
mainstream and specialty operators feature some
aspects of Mexico’s Mayan world, according to
figures from the Mexican Tourism Board.
Maya-focused tour options range in length from
two days to two weeks. All typically include one or
more archaeological sites as well as natural attractions, such as cenotes, waterfalls, and biospheres
or other preserves. Many also include some traveler
involvement with present-day Mayan culture.
This is a partial listing
of operators that sell
tours with some focus
on the Mayan world:
Mainstream
tour operators
Abercrombie & Kent
Apple Vacations
Classic Vacations
Funjet Vacations
G Adventures
GOGO Vacations
Pleasant Holidays
Trafalgar Tours
Travel Impressions
Specialty
tour operators
Adventure Center
A Closer Look Tours
Adventures Mexico
Catherwood Travels
Journey Mexico
MayaSites Travel
Services
Mexico Unlimited
The California Native
The Mayan Traveler
The Muddy Boot
Tia Stephanie Tours
See Travel Weekly’s
series of in-depth advertorials about Mundo
Maya destinations.
The Mundo Maya Tour
Product in Yucatán,
April 2, 2012
The Mundo Maya Tour
Product in Chiapas,
April 9, 2012
The Mundo Maya Tour
Product in Tabasco,
April 16, 2012
The Mundo Maya Tour
Product in Quintana
Roo, April 23, 2012
The Mundo Maya Tour
Product in Campeche,
April 30, 2012
3
selling MUNDO MAYA
CAÑÓN DEL
SUMIDERO,
CHIAPAS
POINTS OF INTEREST
MEXICO’S MAYAN WORLD
This map shows just a few of the top Mayan
archaeological sites, and the state capitals,
in the five states that are home to the
majority of Mexico’s Mayan heritage.
MARKETING MATTERS
Use images on social media to tell the tale
Melisa Nicolet, an independent affiliate for Avoya Travel / American
Express in Seattle, Wash., thinks few destinations are as visually
interesting as the Mundo Maya. “I’ve climbed the pyramid at ChichénItzá and wandered all over Tulum and Xel-Ha. I post pictures of my
travels all over Facebook and Twitter to help build up interest and get
new business,” said Nicolet. She also makes it a point to snap plenty
of photos during her frequent familiarization trips to the Mundo Maya
in Mexico. “If I do a hotel inspection, I come back and post photos
of the rooms to show my clients. I tell them, ‘this is what the rooms
look like; this is what the amenities look like.’ It’s a great selling tool,
especially because hotel websites aren’t always true-to-life. And,
I sometimes think words aren’t sufficient to describe a product as
colorful as Mexico.”
MARKETING MATTERS
Connect creatively
with family travelers
MEXICO CITY
é
MARKETING MATTERS
Send out a ‘new era’ newsletter
Pacific Ocean
UXMAL,
YUCATÁN
2
Agents can take advantage of misplaced “end of the world”
Mayan calendar hype in the media to promote a more authentic
message. Destinations such as Cancún are integrating the
mysticism of the Maya culture with the “new era” that the Maya
envisioned. That’s also a great theme for a series of newsletters
aimed at clients interested in wellness and spa travel, or spiritual
retreats. Activities from sunbathing to spa treatments can be
recast as opportunities to revitalize, reconnect and achieve selfrenovation. “We’re letting everyone know that 2012 is a perfect
time to recharge your energies, embrace a civilization that dates
back to 2600 BC and marvel at ancient ruins,” said Erika Mitzunaga from the Cancún Convention and Visitors Bureau. Agents
can pass the same message along to their own clients.
COBÁ,
QUINTANA ROO
Agents should get creative when
it comes to promoting the Mundo
Maya’s family appeal, advises Sandy
Babin, formerly Apple Vacations’
vice president of marketing. “Get
busy talking and sharing on mommy
blogs and other family thoughtleader social media outlets. Share
your knowledge at schools, Spanish
clubs, social and sports groups and
meetings. Make a list of the top 10
reasons why families love Mexico
and talk about it every day,” said
Babin. Another good tip: remember
that the traditional school year is
changing in many districts, so that
your clients’ children and grandchildren may have vacations throughout
the year, not just during the summer.
Many family-friendly resorts in the
Mundo Maya have expanded their
“summer vacation” marketing to include year-round promotions. Others
are increasing their number of family
suites or offering special pricing for
single-parent families.
2012
AND BEYOND
EDZNÁ,
CAMPECHE
MARKETING MATTERS
YUCATÁN
Emphasize authenticity
for adventure travelers
Adventure travelers are a huge subset of potential clients to
Mayan Mexico. That’s especially true with 2012 tour offerings focusing on rafting, hiking and rappelling as well as visiting lesserknown archaeological sites. “Adventure travelers are driven by
the quest for authentic experiences. Mexico has come of age
as an adventure destination,” said Shannon Stowell, president
of the Adventure Travel Trade Association. One way to tap into
the adventure travel scene is to follow top travel bloggers that
specialize in adventure experiences. Join the conversation by
commenting on blog posts and tweeting adventure-related
tidbits about Mayan travel. You’re likely to inform, impress and
pique the interest of some potential clients.
éMÉRIDA
●Cancún
▲ Ek Balam
▲ Chichén-Itza
▲ Cobá
Uxmal ▲ ▲Mayapán
éCAMPECHE CITY
▲ ▲
Edzná
Hochob
CAMPECHE
Gulf of Mexico
Comalcalco▲
TABASCO
é
VILLAHERMOSA
El Tortuguero▲
▲ Tulum
QUINTANA ROO
▲Calakmul
▲Chicanná
▲ Pomoná
▲ Chacchoben
éCHETUMAL
BELIZE
MARKETING MATTERS
▲ Palenque
▲ Yaxchilán
CHIAPAS
éTUXTLA GUTIERREZ
GUATEMALA
▲ Izapa
CACAO PREPARATION,
TABASCO
Close the deal
with some tasty
recommendations
“Gastronomy is pretty hot
throughout Mexico. In the Mayan
areas, there are pre-Hispanic
markets and Mayan dishes that
will make the entire trip worthwhile,” said travel consultant
Adamarie King, the Mexicobased owner of Connoisseur’s
Travel. Tour operators are
spotlighting the diverse culinary
heritage of the five Mundo Maya
states with special tours that
include regional cooking classes
and visits to ranches, farms and
fishing villages. States such as
Tabasco, where cacao originated, are also promoting “Ruta
de Cacao” tours, which feature
visits to cacao plantations and
demonstrations on how the ancient Maya prepared chocolate.
selling MUNDO MAYA
MAKE IT SPECIAL
EVENTS & ATTRACTIONS
Mexico’s five Mundo Maya states have planned
an array of cultural events and activities for 2012
ranging from concerts at archaeological sites to
traditional Mayan ceremonies, dance performances, theatrical productions, museum openings and
gastronomic festivals. Mayan-focused festivities
are scheduled throughout 2012, culminating with
the end of the Mayan Long Count calendar on the
winter solstice, Dec. 21.
MUSEO DEL MUNDO MAYA,
The grandest spectacles are planned in the
MÉRIDA, YUCATÁN
state of Yucatán, home to the most-visited Mayan
archaeological sites
MAKE IT MORE MEANINGFUL
in Mexico. Events
While promoting Maya-focused events
will take place on
and attractions will not bump up comthe summer solstice,
missions, it will enable agents to direct
June 21, at Uxmal,
their clients toward a broader, and
and on the autumnal
hopefully more meaningful, experience
equinox at Chichénof Mexico.
Itzá. Simultaneous
In this regard, Luis Herrera-Albertos,
events will be staged
owner of Adventures Mexico, believes
on the winter solstice
travel agents have an especially imat Chichén-Itzá,
portant role to play this year. “It’s an
Uxmal and Dzibilincredible opportunity to connect clients
chaltùn.
with an ancient culture celebrating an
“Agents should
era change. Clients are already enjoying
the natural wonders of Mexico. This is a keep in mind that
Mayan celebrations
chance to make a beautiful destination
will take place all
all that more meaningful,” he said.
year. We are grateful
that so many tour
operators know and appreciate Yucatán and are
providing wonderful options for the traveler,” said
Jorge Romero Herrera, director of promotion for
the state of Yucatán.
Two new museums also are scheduled to open
this year in Yucatán state: the much-anticipated Museo del Mundo Maya in Mérida and the Palacio de
la Civilización Maya in Yaxcaba, near Chichén-Itzá.
EVENTS AND ACTIVITIES
6
While many Mundo Maya events for 2012 are
already planned and on the calendar, destinations
are still developing additional activities. “As we
get closer to the last day of the Mayan calendar,
Cancún will announce celebrations throughout the
destination to welcome in the new era,” said Erika
Mitzunaga from the Cancún Convention and Visitors Bureau.
Cancún and the Riviera Maya have already
incorporated the Mayan “new era” concept into
some “new age” ideas. Visitors can help create
a modern-day pyramid built from recycled water
bottles near Tulum and attend monthly yoga meditation sessions overlooking the ocean. The latter
take place at the Xel-Ha archaeological site on the
closest Saturday to the 21st of each month (tying
in to the winter solstice date).
Yet another event being considered is a “human
chain” throughout the beaches on Cancún’s hotel
zone to welcome in the new era. Guests and locals
will be asked to dress in white for the occasion.
Additional scheduled events include the “Sacred
Mayan Journey” in May in which oarsmen from the
Yucatán Peninsula depart for their yearly pilgrimage across the water to Cozumel to honor the
goddess Ixchtel.
In the state of Tabasco, special dance presentations are taking place at the Pomoná Archaeological Site through the end of April. July brings
a “Traditional Mayan Medicine Encounter” at the
Museum Carlos Pellicer, and a Chocolate Festival
with a Mayan legacy theme is scheduled for late
November.
In Campeche state, a concert is set for May 23
at the Xpujil Biosphere Reserve. The “World Festival of the Dead in the Mayan World” takes place in
the town of Pomuch November 2nd. And, on Dec.
21, the capital of Campeche City hosts the “Great
Seafront Concert Last Sun of the Mayan World.”
Of course, the Mayan world isn’t actually coming to an end. “I’m on a personal crusade to correct
misinformation,” said Kilbourne Craddock, travel
counselor with New Act Travel in Century City, Calif.
“Once you get an appreciation for the Mayan world,
you want to spread it around like Johnny Appleseed. This is the perfect year to do that.”
MAYAN JOURNEY PHOTO: JOHN MITCHELL
MUSEUM OF MAYAN
ARCHAEOLOGY,
CAMPECHE CITY
SACRED MAYAN
JOURNEY TO
HONOR IXCHTEL
2012
AND BEYOND
ENTRANCE, KINAN SPA,
MAROMA RESORT AND SPA
CHACHAC RAIN RITUAL,
FAIRMONT MAYAKOBA SPA
RESORTS & SPAS
PACKAGING THE
MAYAN EXPERIENCE
of coming here,” said Lourdes Mejia, reservations
manager at the Chicanná Ecovillage Resort in Xpujil,
Campeche.
MAYA-INSPIRED SPA PACKAGES
“Mayan Spa Renewal Package” at the Grand Velas
Riviera Maya. All-inclusive
rates from $395 per person
through April 30; $361 per
person May 1-Dec. 19, 2012
(children $99 per night).
Includes one Mayan-inspired
treatment at the Spa Grand
Velas Riviera Maya plus
accommodations in a Zen
Grand Suite. Five-night
minimum. 10% commission.
Sample minimum commission: $360
“Ultimate Beachside Escape
Package” at the Fairmont
Mayakoba, valid through
Dec. 23, 2012. From $519
per person; includes beach
area accommodations, private check-in, butler service,
and choice of unlimited
daily golf for two or $50 daily
(non-cumulative) spa treatment credit at the Willow
Stream Spa. 10% commission.
Sample commission:
$208 per night for two
guests.
▲
A perennial selling point for resorts in Mayan
Mexico, commissionable spa packages focusing
on traditional or Mayan-inspired treatments have
been added or expanded by many properties; some
spa packages are “for this year only.” Properties in
Cancún and the Riviera Maya have developed the
widest array of options for clients interested in spa
and wellness vacations.
Traditional Mayan treatments such as Temazcal
sweat baths are popular offerings at a number of
resort-based spas. Signature treatments inspired by
Mayan rituals are also appearing on spa menus. The
Kukulkan Massage practiced at the Beach Palace
Resort in Cancún includes a shamanic purification
before a four-hand massage performed by two
therapists. The Fairmont Mayakoba’s Chachac Rain
Ritual features a traditional blessing and burning
of incense, followed by a cornmeal, clay and oat
mask, rainwater rinse and sage oil massage.
“We did extensive research before we developed
these treatments in order to provide an authentic
experience. Some local Maya still perform this
rain ritual. We try to support them by purchasing
supplies used in our treatments from them,” said
Roselia Flandes, spa director for the Fairmont
Mayakoba’s Willow Stream Spa.
New Mayan-themed therapies at Grand Velas
Riviera Maya include a Mayan Shawl Treatment, a
traditional technique using rhythmic movement to
align posture, and the underwater Nik Te Ha Aquatic
Massage. At Ritz Carlton Cancún, a series of
Mayan-inspired treatments are available only during
2012. They include a Mayan Seashell Massage, Mayan Healing Ritual massage, and a Mayan Renewal
Bath that uses medicinal mint leaves, precious
woods, lemon rind and seeds of annatto, as well as
an organic cactus facial mask.
A 2012 PACKAGE SAMPLER
▲
Commissionable packages including Mayan
themes, events and spa treatments have been
introduced or are under development by many
hotels and resorts in Mexico’s Mundo Maya regions.
Packages currently on the market carry two- to fivenight minimum stays, with rates ranging from $185
to nearly $2,000 per day.
In addition to packages, boutique hotels, ecoresorts, historic
haciendas, and
“It’s hard to
all-inclusives have
describe the
added an array of
anticipation
activities and offers
surrounding the
for 2012 to capitalMayan calendar.
ize on heightened
There’s truly a
interest in all things
feeling that we’re Mayan, including
Mayan-themed
on the verge of
cooking lessons,
a special
chocolate facials
experience.”
and exclusive ac— Omar Delgadillo,
cess to archaeoMayaland Hotel, Chichén-Itzá logical zones. Even
hotels that primarily cater to a business clientele have jumped on the
bandwagon; the Hilton Villahermosa & Conference
Center in the state of Tabasco is offering a “Chocolate Route” package and a “Deluxe Chocolate Spa
Treatment” for guests.
“It’s hard to describe the anticipation surrounding
the Mayan calendar,” said Omar Delgadillo, sales
department manager of the Mayaland Hotel on the
grounds of Chichén-Itzá. “There’s truly a feeling that
we’re on the verge of a special experience.”
Those in Mexico’s accommodation industry advise U.S. travel agents who have clients interested
in Mayan culture, history and heritage—or clients
who are simply attracted to “once-in-a-lifetime”
experiences—to nail down their 2012 bookings to
Mayan Mexico as early as possible. “We’ve seen
great interest from Europeans who want to be near
the Mayan ruins. Mexico is going to be an international gathering spot, which adds to the appeal
TEMAZCAL TREATMENT,
LIVE AQUA CANCÚN
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