The appointment signals a bold next chapter in how hospitality brands are built, discovered, and experienced, expanding a relationship that began 16 years ago when AIC Hotel Group became Alliance Connection's first client. Building on its work in brand partnerships and experiential marketing, the agency will now lead public relations, influencer marketing, content collaborations, executive thought leadership, and resort launch campaigns for the North American trade and consumer markets.
As travelers increasingly discover brands through creators, social platforms, earned media, AI-powered search, and cultural influence, AIC Hotel Group is investing in a more connected approach to brand visibility, storytelling, and guest experiences. Deloitte's 2025 holiday travel research found that more than half of Gen Z travelers use short-form social video for travel research, while generative AI adoption for trip planning has accelerated, reinforcing the importance of visibility across emerging discovery channels.
"At AIC Hotel Group, we have never believed in standing still," said Oscar Serrano, VP Global Marketing. "The future of resort marketing belongs to brands that can create cultural relevance, emotional connection, and visibility across every touchpoint of the consumer journey. Alliance Connection understood that immediately. Their vision for modern PR strategy, integrated storytelling, and brand discovery aligned perfectly with where we see the industry going."
"Travel and tourism PR has fundamentally changed," said Melissa Mango, Founder and President of Alliance Connection. "Consumers no longer experience brands in channels; they experience them through moments, conversations, recommendations, and culture. The old model of separating PR, influencers, social media, partnerships, and guest engagement simply no longer reflects how modern visibility works."
She continued, "The brands that will lead the next decade are the ones that become emotionally resonant, culturally relevant, and impossible to ignore wherever consumers are paying attention. Having partnered with AIC Hotel Group for nearly two decades, we know firsthand they understand that better than almost anyone in the industry, and we are incredibly excited to help build what comes next together."
Alliance Connection has spent more than 15 years shaping luxury hospitality and all-inclusive resort marketing, launching and representing more than 200 resorts and hospitality brands across Mexico, the Caribbean, and beyond. Specializing in integrated public relations, influencer marketing, experiential activations, and strategic brand partnerships, the agency connects earned media, creator influence, and brand experiences to strengthen discoverability, build credibility, and drive measurable business impact throughout the traveler journey.
The deepened partnership comes as AIC Hotel Group enters an exciting new chapter across its luxury and lifestyle portfolio, including the highly anticipated debut of UNICO 18°N 77°W Montego Bay; the complete reinvention of Hard Rock Hotels Cancun and Vallarta and expansion of Hard Rock Hotel Los Cabos; exciting new guest experiences at AVA Resort Cancun; and the continued elevation of Nobu Hotel Los Cabos' luxury offerings, from sophisticated accommodations to distinctive culinary experiences.
Alliance Connection will support these milestones through integrated campaigns designed to build anticipation, consideration, and conversion among North American travelers.
For more information, visit www.allianceconnection.com and https://aichotelgroup.com/.
About AIC Hotel Group
AIC Hotel Group is contracted by PAM Hotels to lead the sales, marketing, and communications of its portfolio in the United States & Canada. The portfolio comprises distinctive hotels, resorts, and residential projects across Mexico and the Caribbean, including AVA Resort Cancun, a multigenerational all-inclusive resort; the UNICO Hotel Collection, UNICO 20°87° Riviera Maya, UNICO 20°105° Riviera Nayarit, and the upcoming UNICO 18°77° Montego Bay; Hard Rock Hotel & Casino Punta Cana, the world's first all-inclusive Hard Rock Hotel, Hard Rock Hotel Cancun, Hard Rock Hotel Vallarta, Hard Rock Hotel Riviera Maya, and Hard Rock Hotel Los Cabos; as well as Nobu Hotel Los Cabos and the forthcoming DOMA Residences. Through its commercial leadership, AIC Hotel Group supports the positioning and growth of the portfolio's distinctive brands and hospitality experiences in the U.S. market. For additional information, visit www.aichotelgroup.com.
About Alliance Connection
Alliance Connection is a leading integrated marketing and communications agency specializing in hospitality, travel, and tourism. With more than 15 years of industry expertise and over 200 resorts and hospitality brands launched and represented, the agency is helping shape the future of hospitality visibility, influence, and consumer engagement. Its integrated approach brings together public relations, influencer marketing, content collaborations, experiential marketing, strategic brand partnerships, and modern brand discovery to help hospitality brands build cultural relevance, meaningful connections, and measurable business growth. For more information, visit www.allianceconnection.com.
Media Contact:
Malaika Hollis, Alliance Connection
[email protected]
SOURCE Alliance Connection
Share this article
