AMResorts team
When garnering coast-to-coast support from travel agents and growing sales at a pace of 18%, year over year, what’s a resort supplier to do? Foster that support with a reward program, of course. Loyalty begets loyalty.
That’s what the fastest growing all-inclusive company in North America, AMResorts, has done. A point based loyalty program called AMRewards was unveiled at events across Canada last month where the team donned matching pink tops to underscore the pink branding. (Unfortunately, not in honour of Open Jaw being there as I first thought.)
Rewards include prepaid Visa cards, stay certificates and even client gift vouchers which can be redeemed for spa treatments or dinners.
“The goal was simple: help agents deliver a premium experience to every client,” said Colette Baruth, Vice President of Sales and Marketing for AMResorts. “AMRewards is one of the only programs that allows travel agents to share booking benefits with their clients to enhance their vacation experience. Whether that means a romantic dinner on the beach or relaxing massage, we are looking to add value to the agent/client relationship.”
A subsidiary of the Apple Leisure Group, AMResorts has a lot of muscle behind it and is leveraging its broad industry connections and experience to support its growth. New properties are planned for Central America and Mexico, including Isla Mujeres and Playa Mujeres.
The vivacious Senior Director of Sales & Marketing, Jan Lapointe, likes to remind agents that the ‘no wrist bands required’ policy of AMResorts typifies the company’s policy of relaxed courteous service. It seems that many agents are noticing. According to Jan, Canada is the second largest source market for AMRewards and one the company is nurturing to its fullest potential.
