Last week, Marriott International hosted its first-ever Discover CALA conference in sunny Riviera Maya, Mexico. The event brought together respected travel advisors and representatives from each of Marriott International’s brands in the CALA (Caribbean and Latin America) region, with the company saying it hoped attendees would make connections and learn about each other all while discovering the magic of an incredible destination.
Why CALA? According to Marriott International, the region is a place that tells a story, immersing visitors in its authentic flavors and colorful traditions. CALA is vibrant and unforgettable, it’s more than just a destination, it’s a feeling and a vibe. In a more tangible sense, CALA is seeing rapid growth in the luxury travel sphere in 2025, and Marriott International plans to tap into that growth via a slew of resort renovations and openings, including the introduction of some of the company’s first-ever all-inclusive properties across buzz-worthy brands in its expansive portfolio.
When asked what he thinks is driving growth to the CALA region, Brian King, president of Marriott International Caribbean and Latin America, told The Compass he thinks it boils down to three things: People’s desire to discover new destinations; A growing interest in culture, tradition, heritage and culinary experiences; and accessibility to this part of the world. “I honestly do believe that, in the age of social media, people are getting more access to content than ever before,” said King. “And what may have once seemed unfamiliar, seems like a place people want to discover.” King went on to say that, while traditionally, travelers only explored the coastlines of countries in the CALA region, they’re starting to dive deeper, “Now they’re going into the country, finding amazing cities and beautiful town squares, (they’re) going into the Amazon, it’s becoming very accessible which is great.”
Acting as the backdrop for the inaugural event was The Riviera Maya EDITION at Kanai, a luxurious new property that first opened its doors in November 2023. Throughout the week, attendees enjoyed the lavish accommodations at this minimalistic, yet well-appointed resort — including guest rooms with private plunge pools, soaring rain showers and incredible housekeeping staff — in addition to exciting days and evenings spent partying by the pool — with no shortage of champagne — beachfront dinners with freshly-made eats and live entertainment and sweeping views from the comfort of the hotel’s magnificent Sky Rooftop Villa.
For the folks at Marriott International, travel advisors are an integral part of encouraging people to visit the CALA region, and the team was honored to have so many respected professionals in attendance. When asked why it’s so important for Marriott International to partner with advisors, King has a saying: Partner to prosper. “People can see things online, which is great, that might be when they start to discover, but what they really want is expert insights,” he said. “I think (the) travel advisor’s role has changed a little bit over the years, but more so than ever, their expert knowledge is what people are seeking out, because there’s information overload, there’s so much to filter through, where do you start? And a good travel advisor is always going to start with (questions like), ‘What are you looking for?’ ‘What is your dream vacation?’ ‘Who are you traveling with?’ They ask a lot of these questions first and then they start to say, ‘You know, here’s a good match for you.’ Digitally, that’s hard to do. (Advisors have) that human knowledge.”
Louise Bang, chief commercial officer for Marriott International Caribbean and Latin America, shared a similar sentiment saying, “We’re definitely seeing the importance of that role. (Advisors) know the personal preferences, they know the habits, they know the desires, they’re also able to be a great guide for the customer to discern which brands are appropriate for each stay.” Bang went on to say that advisors play an essential role in vetting travelers via qualifying questions, helping to narrow down the right location and right experience for each guest, including which Marriott property is the right fit. Additionally, Bang said insights from advisors and their clients help the Marriott International team anticipate guest needs and preferences, allowing them to prepare more personalized stays at their properties across the CALA region.
“We talked early about the growth we’re having in the Caribbean and Latin America, and we’re opening many new destinations. For our guests to think of a new destination, somebody needs to inspire them and tell them that they’ve tried it,” said Bang. “That’s where we rely heavily on the travel agents too, as we’re doing this week, introducing them to destinations, not just hotels, but destinations and experiences as we’re doing tonight so that they can then enjoy those and relay that experience back to their travelers. It’s really about finding the right hotel, the right destination, the right experience for every single trip purpose, and I think the travel agent plays a really, really key role for us in that space.”
Whether they’re looking to experience the region’s vast beauty — be that in the form of sprawling beaches, underground caverns, ancient volcanoes or vibrant treetops — are hoping to attend an upcoming music or sporting event — headliners like Beyonce and Taylor Swift recently toured in Latin America, while Bad Bunny and the NFL both have upcoming shows and games lined up — or want to discover someplace that’s truly unique, CALA has it all, and the region’s people are excited to welcome travelers to the place they call home.
“People carry their hearts on their sleeves here, there is this authentic hospitality that people thoroughly enjoy, showcasing their homes, their cultures, their gastronomy, their way of life to others,” said Bang. “It’s one of those things that appeals to everybody, that authentic experience that people are looking for where they can immerse themselves into gastronomy, nature, history … we have it all in the Caribbean and Latin America.”
Discover CALA 2025 was such a success that Marriott International is already underway with plans for the next iteration of the conference in 2026. While we don’t know much about the agenda yet, we can reveal that the event will take place in May 2026 at the W Punta Cana, a brand-new property set to open this June, and the first all-inclusive resort under the W umbrella.
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