“It feels like coming home.”
At Marival Resorts, that feeling is by design. With Canadian ownership and decades of repeat guests, the Riviera Nayarit-based company says it is seeing continued demand from Canada as operations on the ground remain steady.
“Across our properties, our operation [is] running pretty stable,” said Salvador Ramos, Vice President of Sales and Marketing for Marival Group, in an interview with TravelPulse Canada.
“Arrivals, departures - the whole feeling of the destination and our hotels are pretty good right now.”
A family business, in every sense
What sets Marival apart isn’t just its Canadian ownership, it’s how deeply that ownership is embedded in the day-to-day experience.
Marival Resorts traces its roots back to 1982, when Canadian Senator Pietro Rizzuto purchased land in Nuevo Vallarta with the goal of creating a family-oriented business. The first hotel opened in 1984, and more than four decades later, the company remains family-led, with his son, Alfonso Rizzuto, serving as President and CEO.
“Our founder… came here in the 80s, originally to have a place for his friends and family. Then it became a hotel,” Ramos said.
Salvador Ramos, Vice President of Sales and Marketing for Marival Group (Photo Credit: Marival Resorts)
Today, that philosophy still shapes the business, quite literally.
“They live at the resorts… we have breakfast, lunch and dinner here,” he said, referring to the ownership team, who remain present on property and actively involved in operations.
“Our offices are here in the hotel… we’re very accessible for everybody, staff and clients.
It also shows up in the relationships built over time, with many guests returning year after year, while bringing the next generation with them.
“Now their children… or their grandchildren are experiencing the beach for the first time,” he said.
Behind the scenes, that same sense of continuity extends to staff, many of whom have spent years, even decades, at the properties.
A “home away from home” approach
Marival’s strategy right now isn’t about reinventing the guest experience; it’s about doubling down on what’s already working.
“We want to give hyper-personalization and a very, very personalized service to everybody that is arriving, so they feel secure… like at home,” Ramos said.
That approach is deeply rooted in the company’s history.
“It is very common here to see people that came many years ago… and now their children or grandchildren are experiencing the beach for the first time,” he said.
The result is a product that leans heavily on familiarity, relationships and consistency.
Canadian market remains critical
Canada remains a core source market for Marival; in some months, it's the top one.
“I would probably say 35 to 40% of our business,” Ramos said.
Seasonality still plays a role, but the winter months remain dominated by Canadian travellers, with strong lift from Western Canada and steady interest from the East.
Ramos also pointed to an insight advisors are already seeing firsthand: familiarity drives confidence.
“Whoever comes to Vallarta… always wants to come back,” he said.
Marival Emotions Resort & Suites Riviera Nayarit by Mercure (Photo Credit: Marival Resorts)
Booking trends
While March and April saw more last-minute bookings, forward-looking demand is trending positively.
“We’ve been getting pretty good numbers… for May, June and even shoulder months like September or October,” Ramos said.
Group and wedding business, often booked further in advance, is also returning, signalling renewed confidence in the destination.
“That gives you a very good feeling of people really feeling okay about coming back again,” he added.
Armony Marival Resort & Spa Punta de Mita (Photo Credit: Marival Resorts)
For the trade, he says the focus has been to reinforce confidence and maintain communication.
“We’ve been… in contact with tour operators, consortia and travel advisors, letting them know that we are working as we were before — fully operational,” Ramos said.
FAM trips and site visits remain a priority, with Ramos emphasizing that seeing the product firsthand is still the most effective sales tool.
“There is no better way… than if they come down,” he said.
Marival Distinct All-Suites & World Spa (Photo Credit: Marival Resorts)
Employee experience drives guest experience
Behind the scenes, Marival continues to invest in training and workplace culture, something Ramos says directly impacts service delivery.
“We always try to work on creating a positive and respectful workplace culture,” he said.
With long-tenured staff and ownership present on property daily, the company leans into a hospitality model that feels more personal than transactional.
“It doesn’t feel like a hotel. It feels like I’m coming home,” Ramos said, recalling feedback from a repeat guest.
Product differentiation across three resorts
While grouped under one brand, Marival’s three properties are designed to serve distinct segments:
* Marival Emotions: High-energy, family-focused
* Marival Distinct: Upscale, multi-generational and villa-style stays
* Marival Armony: Wellness-driven, nature-forward luxury
“All of our hotels are family-oriented… and a great time for sure,” Ramos said.
Armony Marival Allure Junior Suite swim up jungle view (Photo Credit: Marival Resorts)
What’s next: enhancements, not overhaul
Looking ahead, the focus remains on incremental improvements rather than major repositioning.
That includes:
* Expanded beach experiences across all properties
* New dining concepts, including omakase-style offerings
* Continued upgrades to food and beverage programming
* A new residential-style concept with hotel services
“We’re constantly trying to make the guest experience better… following the trends of the market,” Ramos said.
“We just want to make everybody feel very comfortable… and secure while they are with us,” Ramos said.
Topics From This Article to Explore
