Meagan Drillinger
2022 was one of the best years on record for Los Cabos. According to the Los Cabos Tourism Board, the destination is expected to close this year with a 20% growth in visitation. There were more than 3.3 million visitors this year, a more than 20% projected growth when compared with 2021 and a 32% compounded growth over the past five years.
To celebrate the destination's commitment to travel advisors, who are crucial in helping to sell and promote the Pacific Coast luxury hot spot, the tourism board has launched a new rewards program for its Los Cabos Specialist program, which will help travel advisors better sell the destination — and earn benefits every time that they do.
Related: Get a closer look at the past year in our Travel Industry Survey 2022
"Travel advisors are so important to the destination, and we value their partnership and investment in furthering their knowledge about Los Cabos," said Rodrigo Esponda, managing director of the Los Cabos Tourism Board. "In turn, we offer them access to our new database of perks and exciting incentives, which include perks that their clients can take advantage of, as well."
Perks for advisors and their clients
Some of the perks that advisors can look forward to include special discounts to exclusive rates or free hotel nights. The new rewards program, launched for certified Los Cabos Specialists, allows advisors to earn rewards as they sell the destination. Advisors can record client bookings into the online platform to accumulate points, which will qualify them to receive a choice of gift cards.
To get involved with the specialist program, advisors can get set up at the Loscabosspecialist.com portal. The portal has training, guides, maps, videos and a B2B marketplace.
"The first thing agents need to do is take the four-course training program to become a certified Los Cabos Specialist," said Esponda. "The course breaks down the information into digestible segments that they can navigate at their own pace."
After the course is completed, agents will receive a certificate and can download the Los Cabos Specialist badge to use on their website or in their email signatures.
Destination focused on sustainability
The hope with this new rewards program is that advisors will continue to sell Los Cabos and educate their clients on the diversity of the region. 2022 was a stellar year for tourism, particularly in the luxury travel market.
"In Los Cabos, we have really seen a great increase in affluent travelers looking for tailored experiences," said Esponda. "Their interests are varied, but the one theme that connects across the board is the desired personalization in services. This could range from private aviation and private accommodation to unique, authentic experiences with a high level of customer service."
Visitors spend an average of $2,500 per trip in Los Cabos versus $1,100 for Mexico overall.
"Going forward, we are increasing our focus on a holistic approach to sustainability in Los Cabos. To us, sustainability does not only focus on the environment, but also our community, culture and beyond," Esponda said. "This includes ways for our visitors to get more involved, as well, whether it is a sea turtle preservation program, enjoying restaurants that offer foods grown in the region, to selecting a hotel with sustainability practices woven throughout its development. Travelers now look for a more meaningful connection between the community and the environment."