Americans have long been drawn to Los Cabos as a luxury destination, which along with Acapulco, is considered one of the two most premium holiday spots in Mexico. But now, more and more high-end Australian travellers are targeting the Mexican destination on the tip of the Baja California Sur peninsula.
In an interview with Karryon on a recent trip Down Under, Los Cabos Tourism Board Managing Director Rodrigo Esponda says he predicts more than 8,000 Australians will visit the region this year. And, “the Australians that come are luxury travellers”.
“Out of 18,000 rooms, 3,000 are luxury rooms. And that’s one of the highest ratios of any destination,” he says.
“For example, we have 11 [AAA] Five Diamond hotels in the destination. Mexico only has 18. Los Angeles has 5.
“We have 14 Virtuoso hotels – there is no other destination that has 14, as a destination.
“I would need to check if Australia has 14 Virtuoso hotels altogether.”
On top of this, Esponda says the region boasts “almost every single brand” of luxury hotel.
“One&Only, Rosewood, Nobu, Montage, Viceroy, Waldorf Astoria, Ritz Carlton Reserve… and they’re all spread out, so they don’t compete against each other – they get to a different profile of traveller.”
The destination isn’t resting on its laurels either, with more luxury hotels on the way. Like Los Cabos’ second Four Seasons hotel, which has just opened, and St Regis, Aman, Park Hyatt and Sofitel properties “all opening this year”.
Not just luxurious, the properties are also boutique.
“We are not a destination that our focus is to offer a hotel with 5,000 rooms,” Esponda explains.
“The other day I went to a conference in Hawaii, and they said it is going to be at the Waldorf Astoria. And I came and it’s 900 rooms. Really? So here we have 90 rooms; the Waldorf has 90 rooms, the St. Regis has 90 rooms, the Four Seasons 95, Aman 20. The Sofitel has 25 rooms. So the experience is very personal, very intimate.”
Beyond accommodation, Rodrigo waxes lyrical about Los Cabos’ food scene, especially its farm-to-table offering, which “is a big, big trend in the destination”.
“We [the hotels] can schedule whatever fresh product we want and the farms will provide it to us,” he says.
But the region is also famous for its sustainable fish farming (especially snapper) and beef.
“Before tourism, the main economic engine of the region was cattle,” he adds.
“So then we have good meat, a good seafood base, good vegetables and fruits… and good chefs. So you can have everything that you want.”
And you won’t just find good food in luxury hotels. You’ll find it on the street, adds Esponda, like fish tacos at “any taco stand”.
The tourism boss says the region’s open-mindedness about food also gave it an edge.
“We don’t have any cultural attachments as other regions, where there is a very strict traditional cuisine [and] if somebody wants to break it, it will be criticised. Here it is not [like that].”
Wellness trend
With top-notch resorts and restaurants, it’s little wonder Los Cabos is increasingly focusing on wellness tourism.
“It’s a very laid-back destination. Even the luxury hotels are not a place where you have to try to be somebody that you are not,” Esponda says.
“That’s why celebrities come and they like it. Nobody’s pretending [to be] anything.”
When it comes to wellness, nature plays a big role. But there’s also yoga, golf, water sports, fishing… the list goes on, he says.
And much of its business is driven by the travel trade, especially luxury advisor network Virtuoso.
“They generate business in general to the destination, so it’s the number one partnership that we have,” Rodrigo says.
“We work with them in Australia, Europe, South America, the United States… we engage with them in almost every single space – we even push them to generate new engagement for us, with the advisors. Precisely because it’s a very product-driven destination.
“For example, the wellness thing… has to be understood by the advisors, to fulfill the needs of the client.”
So travel agents, watch this luxury space.