May the Fuerza Be with You

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With one of the largest sales forces on the planet, Fidelis Marketing Group is changing the way travelers experience the journey

In her final painting, Frida Kahlo portrayed a bounty of luscious, ripe watermelon inscribed with the words “Viva la Vida” — an invitation to enjoy life. Travelers choosing some of Mexico’s most alluring destinations do so to take a juicy slice of experience into their hearts and feel the deep and lasting satisfaction that Kahlo urged. As the marketing company promoting access to some of the most exclusive vacation experiences in Mexico, Fidelis Marketing Group is integral to making that happen.

The importance of enjoying life is just one raison d'être for the company, which came into being in 2013. Fidelis markets extraordinary beach resort offerings in Mexico's most coveted locations, including in Nuevo Vallarta, Riviera Maya, San José del Cabo, and Acapulco, as well as operating tours showcasing the country's natural splendor and beauty.

We recently spoke to Valentino Danchev, Founder and President of Fidelis Marketing Group, to learn more about Fidelis and its vision for destination travel.

Despite a growing preference for online shopping when it comes to vacation planning, rumors of the end of travel agencies have been greatly exaggerated. In reality, a new generation of travel agents is emerging, a cadre of highly skilled partners who add value and ease to the process of planning and executing the ideal trip, along with ensuring that travelers get the most for their investment. While anyone can book a trip or tour online, the need for the human touch has never really gone away, and through Fidelis’ “The Tour Agency,” travelers can take advantage of that connection.

“This is becoming more and more important again,” Danchev said. “Yes, you can book everything online. But it’s also an overwhelming and time-sensitive experience. Keep in mind that there are 5,000 U.S. citizens turning 65 every week for the next 10 years or more. This generation loves to have human interaction to assist in planning their trips. But even young people are looking for human interaction. It might be on a chat instead of a phone call or in-person meeting, but prompt and authentic communication is more crucial than ever. ”

While the baby boom generation prefers personal intermediaries, it may come as a surprise that their notably independent offspring do as well. In Danchev’s view, generational preference doesn’t necessarily influence the use of travel agents. “It’s more a question of channels than if people want a dialogue and advice,” he said.

Travel in the Sharing Economy

What is noticeably different in the ways the millennial generation makes travel choices are the competing desires they must manage to make their dreams a reality, such as the need for value, the desire for luxury, and a craving for authentic experiences.

“I believe there are many misconceptions about millennials: they are entitled, they don’t want to work, etc.,” Danchev opined. “The reality is that this millennial generation is not as confident as it appears. It’s the generation that takes fewer vacations than any generation before, mainly because they are afraid of being offline from their job. So, we need to address these anxieties with empathy and create offers that make them feel comfortable going on vacations.”

As generations shift, vacation trends are also reshaping the industry. “There is definitely a strong trend towards ‘shareability,’ especially younger people who seem to be more worried about having an experience that gives great pictures and videos than really being in the moment,” Danchev explained.

“Another trend is instant availability. People are getting more and more used to services like Uber, Netflix, Amazon, etc. In the past, you would have had to wait, but today everything needs to be at their fingertips. This is something that we need to adjust to and take advantage of the opportunities it provides.”

Fidelis markets for a private vacation club model, an increasingly popular way to participate in local cultures. “People want to have access to experiences that others don’t and share it with the world. They are looking for social equity, meaning they want to surround themselves with social peers,” he stressed.

As the luxury travel experience reinvents itself with each generation, millennials are viewing luxury travel through a more expansive lens than that of their parents. “More than ever, luxury means having access to exclusive and extravagant experiences and sharing these with the world on social media,” he affirmed.

Changing the Travel Industry, One Trip at a Time

“The biggest motivator in creating Fidelis Marketing Group was to set a new industry standard in terms of results but also to innovate in areas like lead generation and sales communication,” Danchev revealed. “As a result, we are aiming to become the largest independent marketing company within the industry.”

Central to that focus is fuerza, or force. “Fidelis Marketing Group's biggest asset is that we are one of the largest sales forces in the world. So, the word `force' is part of our DNA, which is comprised of the strength and capability of our people.”

Promoting that strength and capacity across the Fidelis organization takes time, patience, and dedication, the qualities that give the company life. ‘“Culture eats strategy for breakfast.” That’s what Peter Drucker once said. And I believe he is correct. This kind of strength cannot be created through training alone — it needs to be carefully managed and cultivated. It’s part of every aspect of our business from hiring, onboarding, training, meetings, and events. The entire company is living and breathing this value.

“Fidelis Marketing Group is proud to be a lifestyle enhancement company, and actively improving the lifestyles of our clients and employees.”

Viva la Vida, indeed.