A FAM (but not a FAM): Playa team chills with agents, guests at The Yucatan Resort

It was FAM but not a FAM.

The Canadian team at Playa Hotels and Resorts lived it up with Canadian travel advisors in Playa del Carmen, Mexico this past weekend where it hosted an unconventional FAM trip at The Yucatan Resort, Tapestry Collection by Hilton, an all-inclusive, adults-only hotel located on the town’s famed Fifth Avenue.

What made it a FAM (but not a FAM) was the fact that agents (and the industry at large) were invited to bring travel companions and, collectively, stay at the boutique hotel at a discounted rate to really experience it.

A workcation, of the sorts, to not only kick back in one of the hippest areas on the Riviera Maya strip, but to also connect with the Playa sales team in a casual (and very chic) environment.

In fact, unlike “real” FAMs, nothing on the trip from June 22-25 was mandatory, giving attendees plenty of time to socialize over martinis, wade in the property’s rooftop pool and enjoy the moment.

Amanda Morris, Playa’s director of sales for Canada, said the concept stemmed from “wanting to show off” The Yucatan Resort, a four-storey property with 60 rooms and suites that opened in May of 2020.

“We were thinking of past FAMs and how often those trips end with the group wanting to plan a reunion,” Morris told PAX. “This was the perfect opportunity to host a trip like this.  However, we didn’t want to limit it to only past FAM attendees. We opened it up to everyone in the Canadian travel industry, because let’s face it, we are all part of one big travel family!”

“And since we were opening it up to our travel family, we thought, ‘Why not just open it up to their family and friends, too?’ And that’s how our ‘FAM but not a FAM’ was born.”

Sold out in 48 hours

The idea certainly caught people’s attention.

After the Playa team emailed invitations to its network of travel advisors, and posted the offer to Facebook for everyone to see, “the response was overwhelming,” Morris said.

“We were blown away,” she said. “In less than 48 hours, our entire room block sold out!”

And although it was technically not a FAM, the team did plan some activities for the group, including a welcome cocktail reception on The Yucatan Resort’s sexy rooftop.

Site inspections at nearby sister properties – the Hilton Playa del Carmen and Wyndham Alltra Playa del Carmen – were also arranged for anyone who was interested (the Wyndham property, for one, hosted a private breakfast).

“Even though these were not mandatory – because it was a FAM but not a FAM – we were thrilled that almost all advisors joined us,” Morris said.

The team wrapped up the weekend with another optional event, a “Karibbean Karaoke” night, which was hosted at Hilton Playa del Carmen. 

“The team there did the most incredible job putting together a stunning private event in La Mejorada, our Mexican-inspired canteen,” Morris told PAX. “We enjoyed fantastic food, great company, and each other’s musical talents (or not) singing karaoke. It was honestly one of the best nights I have ever had on a FAM (but not a FAM)!”

VIDEO: “Wow”: PAX visits the adults-only Yucatan Resort in Playa del Carmen

The rest of the time was spent lounging in The Yucatan Resort's rooftop pool and taking an opportunity to enjoy attractions in and around the neighbourhood.

“We had some who decided to do some excursions while others just relaxed and enjoyed time with their travel companion,” said Morris, calling the event “an incredible success.”

“Whatever everyone was doing though, I can promise you, that many new friendships were created this weekend and memories that will last us all a lifetime!”

A place of richness

Formally a Live Aqua, the Yucatan Resort, which Playa manages, is for travellers who want to take in the best of Playa del Carmen in a sophisticated environment, surrounded by beautiful architecture, as PAX learned during a visit to the stylish resort in late 2021. (Watch our video report here!)

The lush greenery, regional-inspired artwork and wooden materials utilized throughout the hotel’s lobby immediately evokes a place of richness.

“Place of richness” is, in fact, the meaning behind the Nahuatl word “Yokatlān,” which is the origin of the more familiar name, “Yucatan,” the peninsula of the same name where Mexico’s Riviera Maya region is found.

Inside the property, there’s El Mural, a courtyard breakfast spot, offering an international buffet and artfully-presented fruits, pastries, fresh juices, cereals and sliced meats and cheeses, in addition to local eats.

The space is named after the gigantic, hand-painted, Mayan-inspired mural by street artist Eduardo Kobra that fills an entire wall.

There are rustic canoes placed throughout the hotel – a tribute to Playa del Carmen’s fishing village past – and other playful installations, such as Volkswagens covered in pink and cream seashells

And the Yucatan Resort is definitely close to the action.

With direct access to pedestrian-friendly Fifth Avenue, guests are a salsa step away from Playa del Carmen’s many bars, restaurants, cafes, and retail stores, the beach and local entertainment.

The property, in many ways, feels like a luxury home – one you’ll quickly adopt as your own – where it’s very easy to grab a cocktail and get comfy.

The stylish rooftop has a gorgeous infinity pool, along with soaring views of the town, including the ocean, which is just a few blocks away.

There are also two outdoor restaurants on the roof: La Terraza Snack Bar (serving tacos, salads, ceviche, wings and more) and Sakura Maru Sushi Bar, which offers Nikkei cuisine (a Japanese and Peruvian fusion) consisting of sushi, ceviche and other delights.

Already planning the next one

“It was so nice spending time with travel industry colleagues and their spouses and companions,” said Freddie Marsh, Playa’s BDM for Western Canada, commenting on the trip, which drew 33 attendees. “Based on the positive feedback, we can’t wait to start planning the next one.”

Andi Bacho, Playa’s BDM for Ontario, called it “an incredible opportunity that not only allowed us to showcase one of our beautiful properties, but to also connect and create new friendships.”

“Being able to meet our agents’ partners, best friends and parents was a bonus,” Bacho said. “We had so much fun together and we’re definitely looking forward to planning our next ‘FAM but not a FAM’ in 2024!”

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