Go big or go home could be Hard Rock’s unofficial mantra, where in true Hard Rock style, 100 agents from across the US and Canada have gathered for #AICFAMJAM 2024; a “mega training” at the company’s largest property, The Hard Rock Hotel & Casino Punta Cana.
BDM, AIC Hotel Group Jasmine Grant joined other BDMs from across the US and says the event is an opportunity for all agents to interact with their BDMs and also experience everything a Hard Rock has to offer.
LtoR: Bonnie Helena, Director PR, AIC Ramon Romero - Director of Sales and Marketing at Hard Rock Hotel & Casino Punta Cana , Carilis DiDonato - Director of Field Sales at AIC Hotel Group. (Photo Credit: Marsha Mowers)
“The intention is to bring a group of agents across the US and Canada together for the ultimate Hard Rock experience and training. For me, personally as a BDM, it's a good opportunity to get to know my Canadian agents better and to learn more about what drives and concerns agents overall.
With so many agents in training from across North America, it allows us all to hear different perspectives from fellow agents. I think it’s beneficial for all of us from a company and client perspective.”
Canadians remain a strong driver in overall Dominican Republic’s tourism.
“Our visitation from Canada this year is tracking at record levels with over one million expected to visit our shores by the end of the year,” Dominican Republic Tourism Minister David Collado told TravelPulse Canada late last year. “We eagerly anticipate strengthening our ties and continuing to create unforgettable moments for Canadians who choose to explore the wonders of the Dominican Republic.
At Hard Rock specifically, Carilis DiDonato, Director of Field Sales at AIC Hotel Group says the last two years have seen the company’s biggest growth from Canadian market.
“Our biggest growth from Canada was from 2022 to 2023, which resulted in about 140% increase in revenue. That came from the team we have here in place and also of course, the travel agents. Growth from our advisor business was very strong in Q1 and it’s not showing any signs of plateauing.”
Agents toured the recently renovated Punta Cana property (more on that later this week) and received updates on the company’s other properties: Hard Rock Hotel Rivera Maya, Hard Rock Hotel Cancun, Hard Rock Hotel Vallarta, Hard Rock Hotel Los Cabos, Eden Roc Miami Beach, Nobu Hotel Miami Beach, Nobu Hotel Los Cabos, Nobu Hotel Chicago and UNICO 20˚87˚ Hotel Riviera Maya.
The upcoming AVA Resort Cancun. (Photo Credit: Marsha Mowers)
Agents were also updated on AIC’s newest property opening June 1, AVA Resort Cancun. The all-ages, all oceanview room resort has 17 bars and restaurants, designed exclusively for AVA, and will “set a higher new standard of all-inclusive travel” by becoming a destination in itself.
"The AIC FamJam gave me a fantastic opportunity to be able to experience what the Hard Rock Punta Cana can offer our guests over a 3 night stay," Carolyn de Blieck, Pure Magic Vacations told TravelPulse. "Often when on a Fam, you have itineraries that include other site visitations, that you never get a chance to really know what a resort offers and runs like.
As with anything, you sell what you know, and getting agents to know this product first hand will certainly give a greater confidence in recommending this location to guests. The Hard Rock Punta Cana is going to be another great Dominican Republic Resort that will sit high on my list to offer my guests. Thank you again to Jasmine, and the team at AIC in allowing me to have this opportunity."
Agents are encouraged to apply to attend the next #AICFAMJAM by speaking with your BDM. Grant says a number of factors play into selecting who can be among the ten agents chosen to attend.
“I look at an agent’s potential. When an agent shows me they’re interested in the product, when they’ve attended trainings with me in the past, or they’ve asked to have a call with me because they’re interested in learning more – that shows there’s a willingness to learn.
If you’re eager and willing to learn and have the potential to be effective, that’s the right mix for our FAMJAMs.”
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