Mexico – October 19, 2026 -- AIC Hotel Group has appointed Alliance Connection to lead public relations, influencer marketing, content collaborations, executive thought leadership and resort launch campaigns in the North American trade and consumer markets, extending a relationship that began 16 years ago when AIC became the agency's first client.
Agency to support launches and rebrandings across the AIC portfolio
Alliance Connection will run integrated campaigns designed to build anticipation, consideration and conversion among North American travelers. The mandate covers several portfolio milestones:
- The debut of UNICO 18°N 77°W Montego Bay.
- The complete reinvention of Hard Rock Hotels Cancun and Vallarta, and the expansion of Hard Rock Hotel Los Cabos.
- New guest experiences at AVA Resort Cancun.
- The continued elevation of Nobu Hotel Los Cabos, spanning accommodations and culinary offerings.
AIC Hotel Group is contracted by PAM Hotels to lead sales, marketing and communications for its portfolio in the United States and Canada.
Discovery shifts toward creators, social video and AI search
AIC says it is investing in a more connected approach to brand visibility as travelers find brands through creators, social platforms, earned media and AI-powered search. Deloitte's 2025 holiday travel research found that more than half of Gen Z travelers use short-form social video for travel research. The research also found that generative AI adoption for trip planning has accelerated.
Oscar Serrano, VP Global Marketing at AIC Hotel Group, said the future of resort marketing belongs to brands that create cultural relevance and visibility across every touchpoint of the consumer journey.
Alliance Connection brings 200-resort track record in Mexico and the Caribbean
Alliance Connection has spent more than 15 years in luxury hospitality and all-inclusive resort marketing. It has launched and represented more than 200 resorts and hospitality brands across Mexico, the Caribbean and beyond. Its services cover integrated public relations, influencer marketing, experiential activations and strategic brand partnerships.
Founder and President Melissa Mango said the old model of separating PR, influencers, social media, partnerships and guest engagement no longer reflects how modern visibility works. Her agency has partnered with AIC for nearly two decades.