Coming off more than two years of restricted travel, Canadians are eager to go beyond their borders and create vacation memories. They’re willing to spend more than in the past, but they’re also being increasingly selective in their choices, and packing high expectations in their suitcases.

That’s the take of Frank Maduro, President of Premier Worldwide Marketing, the global marketing arm of Karisma Hotels & Resorts. The veteran all-inclusive executive spent many years with Sandals Resorts and AIC Hotel Group before joining Karisma a year ago.

The Karisma brand portfolio includes Azul Beach Resorts, El Dorado Spa Resorts, Margaritaville Island Reserve Resorts, Margaritaville St. Somewhere by Karisma, Nickelodeon Hotels & Resorts, Generation Resorts and Palafitos Overwater Bungalows.

Maduro says he joined the company because of its “great brands, financial strength, supportive and engaged ownership and a shared philosophy of travel agent support.” He believes the company is in a strong position post-pandemic, because its brands deliver the kinds of experiences that are in high demand.

“There’s a renewed sense of travel, with purpose, intention and fulfillment,” Maduro told an audience of about 400 top-selling travel advisors, tour operators representatives, media and Karisma staff at Nickelodeon Riviera Maya, during the company’s 15th-annual Gourmet Inclusive Vacation Consultant (GIVC) gathering and awards show.

“People are being choosy and selective. They want to have unique experiences. They felt imprisoned, but now they’re breaking out in a big way. They want authenticity, space and service. They’re careful who they book with -- they want brand assurance and to rely on experts to guide them.”

Maduro says the changes represent good news for travel agents – the experts guiding consumer decisions – and for Karisma, which offers distinct brands that stand out in a crowded marketplace.

During the event, top-selling advisors got an update on Karisma’s plans for 2023, which Maduro called “a year of evolution” for the company.

Here are some of the highlights of the year ahead for the company’s various brands:

Azul Beach Resorts

Popular with families and the wedding market, Azul offers “beyond all-inclusive” beach resorts in Negril, Jamaica, on the Riviera Cancun and on the shores of the Mediterranean in Montenegro. The Negril property – one of Karisma’s top-selling locations, will get a US$3 million upgrade over the next year.

El Dorado Spa Resorts

“When you think Mexico, you think El Dorado,” said Maduro. “It is truly an authentic product.” El Dorado properties are recommended for adult clients seeking “a true Mexican experience,” with an emphasis on food, nature and romance.

Karisma is promising substantial investments in 2023 and beyond at El Dorado properties. El Dorado Seaside Palms, where the brand started, is getting new one-bedroom Presidential Suites. El Dorado Seaside Suites has seen its Italian restaurant transformed into a Mexican specialty eatery.

Major suite renovations are planned for El Dorado Casitas Royale, where TravelPulse Canada stayed during the GIVC event. The only thing holding the company back is high occupancy at the 208-suite property. “That’s a nice problem to have,” said Maduro. “If I had 208 more of them I still wouldn’t have enough.”

Margaritaville Island Reserve Resorts

The next big opening for Karisma Hotels is the Margaritaville Island Reserve Riviera Maya, a 355-suite adults-only resort set next to the Azul Beach Riviera Cancun. TravelPulse Canada had a hard-hat tour of the property, which is due to open early in January and looks to be in great shape for an on-time arrival.

We also took a tour of the five-star Margaritaville Island Riviera Cancun. It’s a beautiful, tranquil spot that captures the laid-back Jimmy Buffett vibe in an atmosphere of elegance.

There’s also news about the Margaritaville Island Reserve in Cap Cana, which welcomed over 200,000 guests in its first year. The property has now been divided in the adults-only Hammock section and the family-friendly Waves area.

A specialist program for agents to learn more about the Margaritaville Island Reserve brand is currently under development.

Margaritaville Beach Resort Ambergris Caye Belize

The second 2023 opening, expected around March 15, will be the first property in Belize for Karisma. The 55-suite new-build Margaritaville Beach Resort Ambergris Caye Belize was originally designed as a condo project, so guests of all ages can expect oversized accommodations and a laid-back, family-friendly ambience.

Nickelodeon Hotels & Resorts

Built in 2016, the Nickelodeon Hotels & Resorts Punta Cana was the first property developed by Karisma for the brand that celebrates kids television heroes including SpongeBob, Teenage Mutant Ninja Turtles, Paw Patrol and others. That property will be substantially freshened up over the next 12 months.

The Nickelodeon Hotels & Resorts Riviera Maya and accompanying Aqua Nick waterpark was the biggest project in Karisma’s history. It recently earned AAA 4-Diamond status and has also been accredited as “Autism Ready,” with staff members trained to welcome guests with autism.

“Nickelodeon is not a resort, it’s not a hotel, it’s not a waterpark,” said Maduro. “It’s the #1 destination for families.”

Liz Fettes, Chief Sales Marketing Officer for Premier Worldwide Marketing, says the strength of Karisma’s brands is critical to its success, and in attracting Canadian travellers.

“Canadians want a branded experience they can trust,” Fettes told TravelPulse Canada. “You have to stand out from a sea of sameness. We truly offer distinctive, luxurious lifestyle brands.”