September 4, 2026 5:03 AM
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“The most important thing is the experience”: Grupo Vidanta is taking VidantaWorld’s luxury offering to global MICE travellers, targeting new connections beyond Mexico at IBTM Americas 2026.
“The most important thing is the experience.” That message from Grupo Vidanta captures the company’s focus at IBTM Americas 2026. The group is using the event to showcase VidantaWorld, its luxury offering and its wider hospitality experiences to the global MICE market.
Importantly, Grupo Vidanta is looking beyond Mexico as it seeks new international connections with people interested in its resorts, products and experiences. Meanwhile, changing expectations across business travel are pushing experience higher up the agenda. For VidantaWorld, luxury and distinctive experiences are therefore becoming central to its proposition. Now, the company wants to turn that positioning into stronger international relationships and continued growth.
Grupo Vidanta used its presence at IBTM Americas 2026 to spotlight its luxury hospitality experiences and expand connections with the global meetings, incentives, conferences and events (MICE) market, according to an exclusive interview with Miguel Bolaños, Sales Manager at Grupo Vidanta, conducted by a Travel And Tour World journalist at the event.
Bolaños explained that the company’s focus is increasingly centred on the experience it can provide to groups, rather than simply the accommodation or destination itself. He described the opportunity to present Grupo Vidanta’s products directly to industry professionals as one of the key reasons for participating in IBTM Americas.
Experience Takes Centre Stage
During the interview, Bolaños repeatedly emphasised the importance of experience in today’s business travel and MICE sector.
“The most important thing is the experience itself,” he said, explaining that Grupo Vidanta aims to demonstrate the level of experiences that groups can have through its products.
For the company, the emphasis is on creating distinctive experiences that can give meetings and incentive groups something beyond a conventional hotel stay.
Bolaños described the experience associated with VidantaWorld as “one-of-a-kind” and identified the quality and uniqueness of the experiences as a major advantage for the organisation.
His comments reflect a broader shift within the meetings and incentives sector towards experiences as an important component of group travel. Rather than focusing exclusively on rooms, meeting facilities or conventional hospitality services, destinations and hotel groups are increasingly looking to offer experiences that can become an integral part of an event programme.
VidantaWorld Presented to the MICE Market
At IBTM Americas 2026, Grupo Vidanta was showcasing VidantaWorld, with a particular focus on group business.
Bolaños explained that the company works with groups and was using the event to present its products to buyers and professionals interested in bringing groups to its destinations.
The presentation of VidantaWorld formed part of Grupo Vidanta’s broader effort to communicate its hospitality and experience offering to the meetings and events industry.
Rather than limiting its outreach to individual leisure travellers, the company is seeking to strengthen its position within the group and convention segment.
Looking Beyond Mexico
Another key point from the interview was Grupo Vidanta’s ambition to broaden its reach.
Bolaños said the company is looking to connect with more people not only in Mexico but internationally, particularly those interested in its experiences, products and resorts.
This international approach makes industry events such as IBTM Americas particularly important. Such events provide an opportunity for hospitality companies and destinations to meet buyers, planners and other professionals involved in organising business events and group travel.
For Grupo Vidanta, the objective is to use these connections to introduce its products to a wider pool of potential clients.
Luxury as a Core Differentiator
Bolaños also identified luxury and experience as central to what makes VidantaWorld distinctive.
When asked what makes the organisation and its offering unique, he pointed directly to the luxury experience.
“Our experience VidantaWorld itself is all about luxury experiences,” he said.
The positioning places the quality of the guest experience at the centre of Grupo Vidanta’s proposition for the MICE market. The company is seeking to demonstrate how its hospitality products and experiences can serve groups looking for a more premium environment.
Responding to Changing Expectations
The interview also addressed changing expectations across the travel industry.
Bolaños acknowledged that the industry is evolving and said Grupo Vidanta is responding by concentrating on the experiences it can offer.
For the company, this means continuing to develop and communicate experiences that can appeal to groups and business travellers as expectations within the sector change.
His comments suggest that experience-led travel is not being treated as a short-term marketing theme but as an important part of how Grupo Vidanta presents its products to the market.
From Timeshare Roots to a Broader Experience Offering
Bolaños also discussed the company’s evolution.
He explained that the company was previously associated with the timeshare model but has since evolved towards VidantaWorld, allowing it to showcase not only its products but also its experiences.
He described this evolution as an opportunity to present the company’s hospitality and experience offering to the wider industry.
The change is significant in the context of Grupo Vidanta’s efforts to engage with the MICE sector. By presenting a broader portfolio of products and experiences, the company can approach group business from a wider hospitality perspective rather than relying on a single accommodation proposition.
IBTM Americas Provides a Platform for Industry Connections
Bolaños described IBTM Americas as a valuable opportunity to display Grupo Vidanta’s products alongside other destinations and industry participants.
The event also featured discussions and activities covering developments such as artificial intelligence, while exhibitors and destinations presented their respective offerings.
For Grupo Vidanta, however, the central message remained clear: its participation was focused on reaching professionals involved in groups, conventions, meetings, incentives and events.
The company is looking to use these industry relationships to support its next stage of growth and increase awareness of its products and experiences among international buyers.
What Comes Next for Grupo Vidanta?
Looking ahead, Bolaños said the company intends to continue growing.
He connected that ambition with Grupo Vidanta’s evolution into VidantaWorld and its efforts to showcase its products and experiences to the wider hospitality and events industry.
The interview therefore points to three central priorities for Grupo Vidanta: continued growth, stronger international connections and greater emphasis on luxury experiences for groups and business events.
“Grupo Vidanta’s focus on experience reflects one of the most important shifts taking place across the global MICE sector. Buyers are increasingly looking beyond traditional hospitality and seeking distinctive experiences that can add greater value to meetings, incentives and events. VidantaWorld’s emphasis on luxury experiences gives Grupo Vidanta a compelling platform to engage with this changing demand. Its participation at IBTM Americas 2026 also demonstrates the importance of international industry connections as destinations and hospitality groups compete for global business. The company’s ambition to reach beyond Mexico is particularly significant, as international MICE markets continue to create opportunities for differentiated hospitality products. The evolution towards VidantaWorld also provides an interesting example of how a hospitality business can broaden its proposition around experiences. At Travel And Tour World, we see this experience-led approach as an important trend to watch across global business travel and tourism.”, says Anup Kumar Keshan, Editor-in-Chief, TTW
At IBTM Americas 2026, the message from Grupo Vidanta was not simply about selling hotel stays. It was about positioning experiences as the central component of its offering and using the MICE industry to reach a broader international audience.
As business travellers and event organisers increasingly look for experiences that can differentiate their programmes, Grupo Vidanta is seeking to place its luxury experience proposition at the heart of that conversation.
The cause is a changing MICE landscape, where travellers and event organisers increasingly value meaningful experiences alongside hospitality. The answer for Grupo Vidanta is to place VidantaWorld’s luxury experiences at the centre of its international outreach. The reason is straightforward: the company sees its experiences as one of its biggest advantages and wants to demonstrate what groups can experience at its resorts and destinations. At IBTM Americas 2026, that strategy gives Grupo Vidanta a platform to connect with meetings, incentives, conventions and events professionals. Consequently, the company is pursuing broader international connections while continuing its evolution from its previous timeshare association towards a wider VidantaWorld experience proposition.
Grupo Vidanta’s presence at IBTM Americas 2026 highlights a clear priority: experience. Through VidantaWorld, the company is presenting a luxury offering designed to attract attention from groups and MICE professionals while expanding its international connections. The message from Miguel Bolaños, Sales Manager at Grupo Vidanta, was consistent throughout the interview: the experience itself is a major advantage. Furthermore, the company is not limiting its ambitions to Mexico. It is seeking to connect with people worldwide who may be interested in its products, resorts and experiences. At the same time, Grupo Vidanta is responding to an evolving travel industry by placing greater emphasis on what travellers can actually experience. Its future direction centres on continued growth, wider industry connections and the development of VidantaWorld as a platform for showcasing its products and experiences. Ultimately, Grupo Vidanta wants luxury experiences to remain at the heart of its MICE proposition.
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