Quintana Roo’s Ultra-Luxury Hotel Boom

The Tourist Promotion Council of Quintana Roo (CPTQ) recently showcased the region's luxury tourism offerings at the World Travel Market in London and an event in New York. The Mexican Caribbean region, with over 133,000 hotel rooms, has grown significantly and now caters to various market segments.

The region, almost the size of Las Vegas, now boasts more than three thousand rooms dedicated to the ultra-luxury market, with prices starting from $700 per night. Notable examples in Cancún include the Kempinski, Nizuc, and Waldorf Astoria. The Riviera Maya and other southern destinations feature the St. Regis, Azulik, Chablé, and Ethereal.

The ultra-luxury market also includes special products like Sha Wellness, a hotel-spa concept representing the largest investment in this specialty in Mexico. The all-inclusive offerings in ultra-luxury hotels include La casa de la playa, Palafitos, two Impression hotels, Le Blanc, and Grand Velas.

The region also caters to high-income travelers with shopping options such as boutiques, jewelry, and watch stores. Numerous restaurants and bars recognized by the Michelin Guide and 50 Best are also present.

While there is no exact valuation of this market in Quintana Roo, the CPTQ has revealed that this segment represents $35 billion per year worldwide. These travelers often spend three or four times more than their room costs, contributing significantly to the local economy through experiences, gastronomy, and transportation.

Although the three thousand ultra-luxury rooms represent less than 3% of the total offerings, they attract aspirational travelers. It is estimated that up to 15% of visitors are drawn by this luxury segment. These tourists often stay in five-star hotels, which, while not ultra-luxury, still generate substantial spending.

The CPTQ is supporting this sector with targeted marketing, engaging with specialized media and travel agents who cater to this niche. This strategy was evident in their presentations at the World Travel Market for the European market and with agents from Manhattan, Chicago, and Philadelphia, where a concentration of wealthy travelers from the northeastern U.S. resides.