The Reef Resorts in Playa del Carmen to Join Marriott’s Tribute Portfolio

Playa del Carmen, Quintana Roo — The Reef Resorts & Spas has signed an agreement with Tribute Portfolio, part of Marriott International, to gradually incorporate its three properties in Playa del Carmen into the international hotel collection. The deal was formalized at a media event held at The Reef Playacar.

The properties — The Reef Playacar, The Reef Coco Beach and The Reef 28 — together have 514 rooms. They will keep their respective names and identity while adjustments are made to meet Tribute Portfolio’s standards and requirements.

The adaptation process covers image, spaces and operations, and is expected to be completed within a maximum of seven months. Once the integration is complete, the hotels will be added to Marriott’s distribution channels and the Marriott Bonvoy loyalty program.

“This is a giant step for a company that has remained local since it opened its doors. With this alliance, we reach new markets and give our hotels access to a much broader distribution network,” said Jorge Montalvo, representing The Reef Resorts & Spas.

Founded in 1998, The Reef is a 100 percent Mexican hotel group with three properties in Playa del Carmen serving different tourism segments.

The signing marks the start of a new stage for The Reef, which aims to bring its Riviera Maya experience to an international audience while maintaining the identity that has characterized the group since its founding.