Industry Insider: The Riviera Maya with Maroma, A Belmond Hotel’s Jacqueline Martinez
“Maroma is peaceful, warm, and inviting — like visiting a dear friend’s home by the sea.”
Jacqueline Martinez
Belmond Area Leisure Sales Manager, Mexico
30 miles south of Cancún, you’ll find the turn off for Maroma, a Belmond Hotel. In this corridor of properties both large and small, Maroma has been known since its 1995 opening as the tastemaker’s home base (so much so that when it closed in 2021 for a two-year renovation, the first of its kind in Belmond’s North American portfolio, a wave of panic rumbled through the travel industry.) Fortunately, the property is back and better than ever, with a commitment to local artisans and sustainability setting it apart from its neighbors. We chatted with Sales Manager Jacqueline Martinez about how the hotel taps into the soul of its surroundings, and her favorite places to explore on and off property.
The Soul of Maroma
Jacqueline has worked along the Riviera Maya for years, but feels like she’s found a home at Maroma. “From day one, I felt the property’s soul,” she says. “Beyond the setting on one of the most beautiful beaches in the world, what I love most is the genuine warmth of our team. No two days here are ever the same.” Mornings often begin with calls from travel partners, followed by designing proposals or collaborating with operations to ensure offerings are aligned. But her primary responsibility is sharing Maroma’s story — hosting site inspections, training travel advisors, or curating guest experiences - no matter how out-of-the-box. “We had a guest recently who wanted to propose underwater, surrounded by marine life,” she recalls. “Our team worked with local experts to make it happen — followed by a private dinner on the beach. It was the perfect example of what we like to call our ‘anything is possible’ approach.”
Locally Sourced
The hotel’s transformation, which was helmed by designer Tara Bernerd, features more than 700,000 individually hand-painted Saltillo tiles and in-room guest kaftans that have been hand-embroidered by female artists in Chiapas. “The caftans have been reimagined by designers like Collectiva Concepción, transforming them into contemporary fashion that celebrates identity, craftsmanship, and social evolution,” she says. In fact, Martinez notes with pride that 80 percent of the furnishings were crafted in Mexico by local artisans. “These details tell the story of the community that surrounds us. Maroma is peaceful, warm, and inviting — like visiting a dear friend’s home by the sea.”
There are other friends to make on property, too, thanks to the conservation efforts prioritizing and protecting endangered local turtles, parrots, and in particular, the Melipona bees. These small, stingless buzzers are friends, and have been cultivated for centuries by the Mayan people. They’re the pollinating intermediary between coastal flowering plants and the tall forest trees in the area’s Sian Ka’an Biosphere Reserve, and are also one of very few natural pollinators for the vanilla orchid, meaning the Central America is the only place on earth where the flower doesn’t have to be pollinated by hand. The Maroma team has partnered with Guerlain and the bee organization Mayahuum to care for the on-property hives, and their honey is incorporated into the wellness offerings on property. “Sustainability isn’t a side project here,” Martinez explains. “It’s part of daily life.”
A Taste of the Region
Jacqueline’s own love for the Riviera Maya often comes through food. She recommends visitors try cochinita pibil, the slow-cooked Yucatán specialty, made with pork and achiote wrapped in banana leaves. “There’s a small, family-run restaurant nearby called La Perla Pixan that makes an unforgettable version, plus they have great live music” she says. On property, don’t miss the Nixtamal Class, which celebrates corn and its position as the most traditional and essential ingredient in Mexican gastronomy. “In Mexico, the word taco is a generic term like the English word sandwich. A taco is simply a tortilla wrapped around a filling,” Jacqueline says. “There’s so much possibility in a taco - it doesn’t have to be just the flavors and ingredients you’re used to.”
Beyond the Beach
While the resort’s spa and beachfront quietude are a major draw, Martinez encourages travelers to look outward as well. “This region offers an extraordinary mix of potential activities — you can explore Mayan ruins like Tulum or Coba, swim in hidden cenotes, or visit Sian Ka’an Biosphere Reserve, one of the most pristine biosphere reserves in the world.” Sian Ka’an covers more than 2,000 square miles and was designated a UNESCO World Heritage site in 1987, drawing scientists, students, and tourists alike keen to learn about the incredible depth of biodiversity that thrives along Mexico’s Caribbean coast. And even if you’re not ready for a deep dive into the region’s ecology, there are natural wonders to explore just down the road. “There’s also a small, secret cenote a short drive from Maroma that we can arrange as a privately guided tour exclusively for our guests. It feels like your own paradise.”
For Martinez, the magic of the region is most palpable in the early winter months. “The sea is calm, the weather is perfect, and there’s a festive energy everywhere, especially around Dia de los Muertos.” Mayan culture is on full display over the holiday, which falls over the first two days of November; the area is full of colorful, marigold-strewn altars and kitchens are turning out special dishes like calabaza en tacha and pan de muerto. Jacqueline calls it “a cultural experience unlike anywhere else in the world.” She also recommends a visit to one of the small artisan cooperatives in Playa del Carmen or Valladolid, where handcrafted items like hammocks, furniture, lamps, local clothing, and other unique crafts that reflect the region’s culture and traditions are on offer from the makers themselves.
More Mexico
While many American travelers prize both coasts of Mexico for beaches and r&r, Martinez offers a keen reminder that Maroma isn’t just a standalone destination, but works well as a final stop on a wider journey. “Start in Mexico City for history and gastronomy, continue to San Miguel de Allende for colonial charm and art, then finish at Maroma for barefoot luxury on the Caribbean Sea,” she suggests. The culture, cuisine, and nature of the country mean it merits a multi-stop itinerary, with ample time to slow down and appreciate the craftsmanship and hospitality that inspired the hotel and keeps guests returning for the third decade running.
More of Jacqueline’s Favorites
Markets & Shops
5ta Avenida (Playa del Carmen) – A bustling pedestrian street lined with boutiques, restaurants, and nightlife.
La Isla (Cancún) – An open-air shopping village featuring international brands, dining, and lagoon views
Landmarks
Chichén Itzá – One of the New Seven Wonders of the World, home to the iconic Temple of Kukulkán.
Tulum Ruins – A dramatic cliffside Mayan site overlooking the turquoise Caribbean Sea.
Cobá – An ancient city where visitors can still climb Nohoch Mul, one of the Yucatán’s tallest pyramids.
Cenote Dos Ojos – A stunning underground freshwater cenote ideal for snorkeling and diving adventures.
Sian Ka’an Biosphere Reserve – A vast UNESCO-protected reserve teeming with diverse wildlife and ecosystems.
Restaurants
Ictio Restaurant – A refined spot specializing in ultra-fresh seafood prepared with modern flair.
Perla Pixan – A contemporary Mexican restaurant blending traditional flavors with creative presentation.
La Cueva del Chango – A beloved jungle-style eatery known for its rustic setting and authentic Mexican dishes.
Bars
Trujillos Cantina – A lively cantina with inventive cocktails and a warm, bohemian atmosphere.
Zenzi Beach Bar – A beachfront hangout offering tropical drinks, live music, and ocean views.
Zapote Bar – A chic bar inspired by regional ingredients, serving craft cocktails in a stylish setting.
