Latin America, as a region, is an emerging one for
meetings and
incentives, and Cusco, Peru, is one such destination that is garnering interest from more U.S.-based companies and organizations. We recently interviewed Cecilia Rispa, a sales executive at the
JW Marriott Cusco, to ask her about meeting and incentive trends in the popular South American destination.
Are you seeing more U.S.-based groups heading to Cusco or to Peru in general for meetings or incentive trips? Why or why not?
Rispa: While most of our meetings and incentives business come from Lima, Peru, and other locations in Latin America, we’re seeing a gradual increase in U.S.-based groups who are choosing Cusco as a destination for both meetings and incentive trips, because of the rich cultural experience the destination provides and accessible price points that vary by season.
Why do you think U.S. groups should consider traveling to Cusco for a meeting or incentive? What kind of value proposition or ROI can a group have by meeting or traveling there?
Rispa: Cusco is one of the world’s most cultural destinations and because of its proximity to Machu Picchu, one of the most desired places to visit. We are also famous for our gastronomy and historical sites and attractions, all of which our team can incorporate into the meetings and/or incentives trip experience. The addition of our JW Marriott property assures visitors a high level of products and services that only our brand can provide.
What makes Cusco and the property a unique site for meetings and incentives?
Rispa: The JW Marriott Cusco was built at the site of the 16th century convent of San Agustin and was restored to preserve an amazing amount of history. Some of our hotel rooms have pre-Inca walls and there are archeological ruins on suite for guests to enjoy. Although the property is steps away from Cusco’s Main Square, guests are submerged in the city’s culture without even stepping outside. Our team embraces and takes pride in the destination and its culture, and incorporates it all into group itineraries.
What unique activities can groups engage in when they are in Cusco?
Rispa: Our team has become very creative in providing groups with a rich cultural experience. On property, we create magical Inca themed parties and corresponding menus, working with local vendors to make sure all of the details are as authentic as possible. Our outdoor courtyard, which keeps the same dimensions as the original 16th-century convent, can host lunches and/or dinners for up to 350 guests.
In addition to Cusco city tours, popular activities off property include outdoor barbeques at the picturesque Urubamba Valley and sit-down dinners in La Merced Convent and the palace of Archbishop of Cusco, which we coordinate with offsite vendors using Marriott product. We also arrange teambuilding exercises like dyeing alpaca wool. The city is also home to many acclaimed restaurants and we’re able to coordinate meals off property as part of the experience.
What are some misconceptions that you find among U.S.-based travelers when it comes to Cusco or to Peru?
Rispa: Some tend to perceive Cusco as an unsafe destination. Other believe it is a poor city with no infrastructure when, in fact, this is a fully developed area that provides travelers with modern amenities and brands they can trust, like the JW Marriott, for instance.
How can meeting planners or incentive planners work with the hotel to create memorable meetings, events, and trips?
Rispa: Our staff can work with planners to accommodate the needs of any group. The hotel has a trusted network of vendors, including travel agencies with which we schedule off-property tours, and designers to craft unique experiences.
Can you give any examples of groups that have had a meeting or incentive at the hotel and what they did that was particularly unique or special?
Rispa: One group wanted us to create a menu around the potato, of which there are more than 3,000 varieties grown in Peru. From cocktails to desserts, we created an entire menu that gave them an understanding of the different shapes, colors, and flavors of potatoes found in the region. It’s all part of providing a memorable experience for the client, and using the property’s resources and those found around this spectacular destination.