Riviera Maya’s Lomas Hospitality names Cara Global as exclusive UK and Europe trade representative

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Lomas Hospitality, a fully Mexican-owned hotel group operating along Mexico’s northeastern Yucatán Peninsula, has appointed Cara Global Sales & Marketing as its exclusive representative across the United Kingdom and Europe. The agreement is part of the group’s broader strategy to expand its distribution network and strengthen commercial visibility within key European markets.

The partnership brings together a leading Riviera Maya resort operator with a sales and marketing agency known for its experience in promoting Mexican travel products across Europe. It is expected to open new commercial pathways between Mexico’s Caribbean coast and European tour operators seeking authentic and sustainable resort experiences.

A portfolio of eight Riviera Maya resorts

Lomas Hospitality manages eight resorts positioned along the Riviera Maya, one of Mexico’s top coastal destinations known for coral reefs, cultural heritage, and luxury tourism. The company operates under its “More Inclusive” brand model, which blends traditional all-inclusive convenience with locally rooted hospitality.

Its portfolio includes El Dorado Casitas Royale, El Dorado Royale, Generations Riviera Maya, El Dorado Seaside Palms, El Dorado Seaside Suites, Hidden Beach Au Naturel Resort, El Dorado Maroma, and Palafitos Overwater Bungalows. Each property emphasizes personalized service, environmental responsibility, and distinctive Mexican character.

Cara Global to oversee trade development

Under the new partnership, Cara Global Sales & Marketing will lead all business-to-business operations for Lomas Hospitality across the UK and Europe. Its role covers account management for tour operators and travel agency consortia, including contracting, revenue-management planning, and sales and pricing analysis.

The company will also design trade-facing marketing and brand-building initiatives such as training sessions, roadshows, and travel-industry events. Joint marketing with distribution partners, as well as focused development of group and MICE (meetings, incentives, conferences, and events) travel, will form part of the ongoing strategy.

This approach is intended to raise awareness of Lomas Hospitality’s resorts, improve market reach, and ensure stronger representation within European sales networks.

Expanding brand awareness across key European markets

The appointment reflects Lomas Hospitality’s plan to deepen its commercial footprint within Europe, particularly in the United Kingdom, which remains one of Mexico’s largest inbound markets from the region. According to Mexico’s Secretariat of Tourism (SECTUR), more than 400,000 UK travellers visit Mexico annually, with Quintana Roo—home to the Riviera Maya—receiving the majority.

By establishing dedicated representation, Lomas Hospitality aims to engage directly with tour operators and agents, simplify contracting processes, and align its pricing strategies to European consumer demand. The group expects to enhance its visibility through regular trade engagement and targeted marketing that highlights both luxury and authenticity.

Focus on cultural authenticity and sustainability

Lomas Hospitality identifies itself as a “More Inclusive” resort group, positioning its properties to offer both upscale experiences and genuine cultural connection. The brand’s philosophy integrates sustainability, community engagement, and Mexican ownership as central pillars of its identity.

This focus mirrors Mexico’s national tourism goals, which prioritize responsible tourism and the diversification of inbound travel beyond major urban centers. The Riviera Maya, in particular, has been a showcase for environmentally conscious hospitality that supports local employment and conserves natural assets such as mangrove forests and the Mesoamerican Reef.

Aligning with European traveller expectations

European travellers are showing growing interest in destinations that combine resort comfort with cultural depth. Industry data from SECTUR and Visit Mexico indicate that demand for experiences highlighting local cuisine, nature, and heritage has increased steadily among visitors from the UK, Spain, Germany, and France.

Lomas Hospitality’s emphasis on genuine Mexican service, regional gastronomy, and sustainable resort design places the group in a strong position to attract this audience. Through Cara Global, it intends to communicate these values directly to European travel professionals and consumers.

Trade benefits for agents and operators

For travel agencies and tour operators, the new representation means easier access to contracting, detailed resort information, and coordinated marketing support. Cara Global will serve as the primary point of contact for sales inquiries, promotional collaboration, and group-booking management.

Training programs and roadshows are expected to help UK and European travel agents gain product knowledge about Lomas Hospitality’s resorts and differentiate them within the wider all-inclusive market. The initiative also supports the growth of MICE travel from Europe to Mexico’s Caribbean coast, leveraging the region’s established infrastructure and air connectivity through Cancún International Airport.

Strengthening Mexico’s tourism presence in Europe

The partnership contributes to broader national efforts to reinforce Mexico’s tourism presence in long-haul markets. The Riviera Maya continues to rank among the most visited destinations in Latin America, driven by its blend of luxury resorts, ecological attractions, and Mayan cultural sites.

By expanding its representation, Lomas Hospitality aligns with government objectives to sustain growth while promoting responsible tourism and local ownership within Mexico’s hotel sector.

Outlook and long-term objectives

In the coming year, Cara Global plans to roll out promotional campaigns and partner events highlighting Lomas Hospitality’s properties as examples of authentic Mexican hospitality. Both companies will monitor performance through key metrics such as distribution reach, agent engagement, and group-travel bookings.

The partnership reflects a shared goal: to increase European awareness of Riviera Maya resorts while supporting Mexico’s vision of sustainable and culturally grounded tourism growth.