Oasis Hotels & Resorts is no longer
limited to its namesake brands. This year, the company unveiled
Sens, a chain providing a boutique complement to its established
Oasis brands.
The first Sens
property, the 58-room Sens Cancun, opened in August as a conversion
of part of the Oasis America. The 260-room Sens del Mar is slated
to open in Cancun on Dec. 20, next door to the Oasis Viva Beach
Resort.
The company now has
the Sens, Oasis and Grand Oasis brands. It operates seven all-inclusive hotels in Mexico and four in
the Dominican Republic.
The introduction of
the new brand was a logical strategy for today's marketplace,
according to Enrique Klein, vice president of sales and marketing
at TravAmerica, which markets the Oasis brands in the
U.S.
"It is clear that
today's consumer is more sophisticated and educated than ever
before," Klein said. "A more upscale segment of the market is
looking for a more personalized, unique and tailor-made travel
experience regardless of where the specific hotel is located. At
the same time, today's consumer is also looking for the best value
for their money -- best product and best service at the right
price."
This is where the
new brand in the Oasis family comes into play, Klein
said.
"The Sens brand
represents a more upscale travel experience, with a more boutique
resort feeling," he said. "This new brand represents the most
upscale, higher-priced of our hotel group today.
"The Sens brand
will cater to our guests' needs," he added. "Upon arrival, guests
will be able to select the type of music they enjoy, specific
aromas they prefer."
In addition, the
hip ambience is enhanced with "chill-out music" throughout the
resort plus "beautiful decor with a minimalist, South Beach look
and feel," Klein said.
The Sens Cancun
features guest rooms with plasma TVs, Internet access, 
iPod docking stations and
aromatherapy scents. The property also has a spa, coffee shop,
Japanese restaurant and bar. The Sens del Mar will have similar
amenities.
Since its
introduction this year, reaction to the Sens brand has met the
company's expectations, according to Klein.
"Consumer response
to this new product and concept has been very positive," he said.
"There is clearly a considerable market niche looking for smaller,
more personalized resorts. Acceptance by our travel partners has
also been very positive."
Big spending on upgrades
Oasis has invested
about $90 million within the past year to upgrade its seven
properties in Cancun and the Riviera Maya. By the end of this year,
the company will operate 4,000 rooms in 10 all-inclusive resorts in
Mexico.
In addition to the
Sens hotels, the company will open the 385-room Grand Oasis
Caribbean Beach Resort in Cancun on Dec. 21. The resort, a new
construction, had a soft opening in August, but then closed to
finish preparations.
To help keep
consumers interested in the Oasis family of properties, the company
last year introduced the Oasis Loves You loyalty program. Klein
said the program has been "growing consistently" since its
launch.
Oasis now offers a
free Weddings at Oasis package that it values at $1,199. Included
are the services of a wedding coordinator, priority room
assignments, VIP check-in for the couple and guests, an upgrade to
a suite for the bride and groom, a civil ceremony and a 10%
discount on select spa services.
The package is
available to couples who book at least five double rooms, with a
minimum four-night stay. The package is applicable for weddings at
the Grand Oasis Cancun, Grand Oasis Riviera Maya, Grand Oasis
Playa, Oasis Cancun and Oasis Viva Beach.
Also key to Oasis's
strategy is the travel agent community, Klein said. The company's
Travel Agent Rewards Program "represents a key element within our
marketing and sales mix," according to Klein.
"The retail travel
community represents a key source of distribution and business for
Oasis Hotels & Resorts," he said. "Although this is a
relatively new program, its growth rate is very
consistent."
The agent program,
which is accessible through the Oasis Web site, "is very friendly
to the user and very simple to manage and maintain by each
participating member," Klein said.
"Another key is the
fact that this program generates very quick and consistent rewards.
Agents don't have to wait long periods of time before receiving
cash awards."
Cancun and beyond
With Cancun a
hotspot for Oasis' growth, the destination's overall performance
during low and high seasons is important to the company, and Klein
said he's pleased with booking trends.
"The booking pace
for 2008 is looking very healthy from all geographic markets," said
Klein. "The highest level of booking activity starts in
mid-October."
Part of Cancun's
popularity, Klein said, is the result of efforts to educate the
public about the destination's recovery following Hurricane Wilma
in 2005.
"Communicating the
great news about Cancun's incredible recovery, which took place in
a remarkably short term, has been a team effort involving Mexico's
authorities and the private sector, including hotels and all other
hospitality service providers, wholesalers and tour operators as
well as the professional travel community.
"We feel that at
this time, the consumer is very well aware of the fact that Cancun
is not only ready, but better equipped than ever before," Klein
added.
The chances are
that the Oasis brand, and perhaps Sens, will be popping up in other
destinations.
"At this time there
are multiple potential areas for growth, both within Mexico as well
as other key destinations, such as the Dominican Republic and in
Europe," said Klein. "There is no question that the Oasis group,
through our diverse brands, will continue to expand."
For more
information about Oasis Hotels & Resorts and Sens Resorts, call
(800) 44-OASIS, or visit www.oasishotels.com.
To
contact reporter Mark Chesnut, send e-mail markchesnut@aol.com.