Expanding from being a collection of DMCs serving Los Cabos, Mexico, Terramar has grown like the destination it began in and now operates on an international level, celebrating its 30th year in operation with sister companies in the U.S., Panama and other Mexico destinations.
Beginning life as a transportation-focused company, Terramar now has eight offices in 17 destinations and offers services such as VIP amenities, decor, entertainment, gifting and bespoke experiences. Logistics capabilities include everything from staffing and registration to branding, signage and CSR programs.
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After 30 years in the DMC segment, the company is in a unique position to offer studied observations both on the destination it began in as well as the evolving needs of its clients.
“In 30 years, we have seen the increase in adventure activities,” said Lisa Deleon, vice president of global sales. “Programs have transformed from golf, fishing and spa to the need for adventure, recreation activities and authentic cultural experiences.
“Weaving well-being into overall programs and focusing on sustainability was not something that was as prevalent 30-plus years ago but is now the standard in nearly every program,” she continued. “We now also support securing speakers and various types of entertainment.”
Its original destination, Los Cabos, has certainly evolved over the past three decades, too.
“Cabo has grown from an exclusive hideaway to a bustling hot spot for celebrities and the jet-set crowd as well as incentive and meeting groups,” said Kate Patay, vice president of global engagement for Terramar.
“Starting with the expansion of the main airport and the addition of 26 new resorts, Cabo now truly offers something for everyone. Growing from under 100,000 to over 400,000 residents in the last 30 years has made this destination one of the most desirable and easy to reach.”
What Younger Clients Desire
Entering its fourth decade of service, Terramar has witnessed the evolution of client activity preferences through multiple generations. One of the younger members of its staff is well positioned to express the desires of her age group.
“Younger generations want to go international or to national parks,” said Kelly Truitt, director of sales, Southern California. “We frequently travel to major cities on our own dime, but a luxury or unique experience in Cabo—beyond what we would do with our friends—or an adventure that’s not yet popular draws us in.
“We’d love to be able to bring pets, as many of us don’t have kids, and many of us work away from family, so we incur costs for pet sitting,” she added. “A company we recently worked with offered reimbursement for an attendee’s dog sitter, so that allowed for them to genuinely relax and not worry about what was needed from them at home. That was a special touch to see, and I know they felt seen.”
In the end, no matter what generation is the beneficiary of its many services, the role of DMCs has evolved to one of becoming true partners in meetings, events and incentives programs.
“DMCs today focus on creating unique experiences that showcase the destination rather than just booking golf tee times,” Patay said. “As a sector of the industry that started as ground transportation operators, transportation was always the initial focus. Today, DMCs are an intricate part of painting the picture of the destination, starting from the initial site inspection. Local specialties, like cooking classes and CSR or teambuilding are all much more prevalent, and a local DMC is going to best know how to translate the authentic cultural experience from their region, specifically.”
Key Questions to Ask a DMC
Patay offered the following advice for MICE planners when it comes to sussing out any DMC.
“The first thing a planner should ask is if the DMC is local and if the event staff will be local,” Patay said. “A local DMC will know peak travel times, dates to potentially avoid and really have their finger on the pulse of the destination, so you’ll be set up for success.
“Asking your DMC, ‘What has always been your dream event to plan here but you haven’t yet had the right group?’ offers a glimpse into an idea or location with a creative twist versus a cookie-cutter program,” she added. “Even if the dream program is out of budget, you can still pull elements from it to uplevel the experience for your attendees.”
