by Parm Parmar
Last updated: 9:10 AM ET, Mon June 9, 2025
The stunning EDITION Riviera Maya at Kanai recently hosted Marriott International’s CALA Summit (May 26–30), bringing together 49 top-performing U.S. luxury advisors from the brand’s Stars and Luminaries programs, along with 36 hoteliers representing 48 Caribbean and Latin American (CALA) properties.
What is CALA?
CALA refers to Marriott’s Caribbean and Latin America region—a growing focus for the hospitality giant. Though no Canadian advisors attended this year, the event highlighted notable growth opportunities for the Canadian market.
A Serene, Spectacular Setting
Held at the exclusive EDITION Riviera Maya, tucked into a 680-acre nature reserve, the setting was as impressive as the content. The hotel is a masterclass in Mayan design and storytelling, from Aztec-inspired murals in the lobby to flowing water features evoking jungle cenotes.
The 182-room luxury property includes suites with plunge pools and two oversized pools. The showstopper? The Sky Rooftop Villa—the largest penthouse in North America—where welcome cocktails were hosted.
Edition Riviera Maya Resort lobby view. (Photo Credit: Parm Parmar)
Keynote by Brian King, President - Marriott International Caribbean & Latin America
Brian King, president, Marriott International Caribbean & Latin America (Photo Credit: Marriott)
The first meeting kicked off in the ballroom with the Marriott’s gregarious president, Brian King.
King spoke about Marriott's mission and the broader impact of the travel industry. Drawing on his 33-year career with the company, which included a stint in global sales, King emphasized that Marriott's progress—and indeed the entire travel sector—extends far beyond bookings.
King highlighted Marriott's impressive global footprint, and revealed the company's continuous growth. "We're up to 535 hotels and keep opening them."
This vast network now encompasses over 25 brands across 37 countries.
King noted that social media, particularly TikTok, is also playing a huge role in consumer behaviour in travel, allowing people to experience destinations visually before booking them.
He also touched upon the significant scale of Marriott’s loyalty program—Marriott Bonvoy—noting an astounding 8.7 million members and a global reach of approximately 237 million.
He talked about the burgeoning interest in Latin America, asserting that the region's appeal for travel has "exploded," with people "really discovering this part of the world for the first time."
The All-Inclusive Evolution
When it comes to all-inclusive resorts, King noted that “people are really embracing the 'pay once and you're done' model, much like the now-common subscription mindset—think Netflix or AppleTV. Apparently, many prefer to avoid a surprise bill at checkout."
The all-inclusive market has elevated substantially from the past "beach, sun, rum and fun" model, with customers now willing to pay $1,300–$1,500+ per night for elevated experiences. King emphasized that if the entire experience is to be elevated, aspects like food must also be "elevated substantially."
Marriott Bonvoy recently announced a partnership with Pati Jinich, a multiple James Beard Award-winning Mexican chef, New York Times best-selling author, and culinary ambassador. Marriott had also signed with Beyoncé for the Cowboy Carter tour, with more details to be released shortly.
Here’s a partial list of luxury all-inclusives opening soon:
- W Punta Cana, Dominican Republic, opening in 2025
- JW Marriott All-Inclusive Costa Elena, Costa Rica, opening spring 2026
- Yanuna, Punta Cana, A Luxury Collection All-Inclusive, opening 2027
- The Ritz-Carlton, Yanuna, Punta Cana all-inclusive, opening 2027
A rendering of a residence building inside the St. Regis Papagayo, to open in 2027. (Photo Credit: Marriott International)
Why Does the Canadian Market Matter?
TravelPulse Canada spoke with several individuals who see a significant opportunity for Canadian advisors.
The Canadian travel market is heating up—and major players in the Caribbean and Mexico are paying attention.
At the recent Caribbean Travel Marketplace in Antigua and Barbuda, Lauren Foy, Director of Travel Industry Sales for Ritz-Carlton and St. Regis properties in the region, said the Canadian market was a hot topic.
Online travel agencies like Expedia, Booking.com, and Apple Leisure Group are reporting a jump in Canadian bookings. “Many of these OTAs see Canada as an emerging market,” said Foy.
RELATED: Canada in the Spotlight: Caribbean Marketplace Kicks Off in Antigua
With fewer Canadians choosing to visit the U.S., many are opting for destinations further south. Hugo Desenzani, VP of Operations for Luxury CALA, said there’s been a 34% increase in Canadian travellers, especially to the Caribbean and Mexico. He also noted Canadians are exploring beyond the usual hotspots, heading inland to places like Mexico City.
Direct flights from Canada to these destinations are also increasing to meet demand.
Rebecca McArthur, who oversees travel industry sales in both the U.S. and Canada for Caribbean and Latin American resorts, said their team works closely with over 60 Canadian agencies and major wholesalers like Air Canada Vacations, WestJet, Sunwing, and TravelBrands.
“Our resorts appeal to the Canadian market because we're in warm destinations,” said McArthur. “The challenge is finding the best ways to bring that business down to Mexico or the Caribbean and demonstrate the value proposition.”
Rebecca McArthur, US Market Sales Team Leader, Travel Industry (Photo Credit: Parm Parmar)
She added, “We have offerings across various price points to accommodate different budgets,” and noted that many hotels are now offering special packages and Canadian dollar pricing to ease exchange rate concerns and help travelers feel more at home.
“We are actively focused on engaging and meeting their expectations, a priority that has increased given the current political climate in the U.S.,” said McArthur.
Beach Pier Advisor Reception (Photo Credit: Parm Parmar)
Insights from a Canadian Travel Advisor
"We're definitely seeing a significant increase in multi-generational and luxury all-inclusive travel," Ilana Vala of Twil Travel, Toronto, said.
"Our clients are really gravitating towards villas, homes that accommodate multiple family members which also include services and extensive amenities. With the Canadian dollar's current decline, it's more vital than ever for us to tap into our preferred partnerships and consortia memberships. This allows us to offer valuable perks like daily breakfast and food and beverage credits, helping to cushion the impact of currency exchange on their final cost. The strong appeal of luxury all-inclusive resorts, in particular, lies in their transparent, upfront pricing. It removes all those financial worries about meals and drinks, making them perfect for multi-generational families and groups who want to simply enjoy their trip without the headache of bill splitting or tracking expenses. It truly offers a worry-free holiday."
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