Texas-Themed Promotion Boosts Biz at Karisma's El Dorado Royale
F&B is the main attraction, not an afterthought, at this all-inclusive property.
All-inclusive resorts build their business around enticing locations and profitable package deals. One price takes care of nearly everything for the guest, with the option of purchasing upgrades like F&B along the way.
But at Karisma Hotels & Resorts—a brand with more than 20 properties around the world—F&B is the main attraction, which the company reinforces by branding themselves “gourmet inclusive” to set them apart from their all-inclusive competitors.
“Today’s traveler is looking for an experience,” says Jeroen Hanlo, VP of F&B operations at Karisma. “In the past, people opting for all-inclusive packages would end up somewhere sunny, lying on the beach all day, and eating and drinking as much as they could to get their money’s worth. That’s not the case anymore. Today’s guest wants an experience they can’t get back home, so an experience at Karisma is based on unique F&B programs rather than volume consumption.”
Karisma offers curated F&B experiences year round, including the popular fall Chili Pepper Festival and the Lone Star Food, Art, & Music Festival, both held at Karisma’s El Dorado Royale resort in Mexico’s Riviera Maya. Lone Star is aimed at Texas travelers seeking a getaway from the state’s mid-year heat from June to September, with one week each month featuring two Texas chefs working in tandem for five days of gourmet activities.
“It’s about a two-hour trip for Texans by plane, and we typically have a high volume of them come here during the year, so they’re familiar with our resorts and the area,” Hanlo says.
Lone Star was strategically placed on the calendar to boost the bottom line during what is typically the summertime slow season for Caribbean resorts, and the additional “heads in beds” have driven extra package and non-package revenue for Karisma. This is Lone Star’s second year, and here, we’ll show how Karisma handles logistics and labor for visiting chefs, guests, and musicians at each five-day session.