Auberge Resorts and its beautiful collection of properties has unveiled Auberge Adventures, a series of unique discovery programs for guests inspired by each hotel’s setting and traditions. Mark Harmon, CEO of Auberge Resorts, talked to us about this new program and the resorts’ “Essence of Place.”
Sarah Muñoz: What is the concept behind Auberge Adventures?
Mark Harmon: The idea behind Auberge Adventures was to organize, celebrate and name the exceptional, memorable and highly personalized experiences that we’ve been providing our guests at our resorts. Each resort, through our expert concierges and knowledgeable hotel staff, has always been able to source and arrange distinctive, authentic, handcrafted local outings for our guests. So with Auberge Adventures we simply decided to give these outings the name “Auberge Adventures” and also created some brand-new experiences.
The Auberge vision is “To engage and enliven each guest with a passion for providing personal experiences that transcend expectations, reflect the unique romance of our settings, and inspire deepened connections with friends and family.” Auberge Adventures is a natural extension of this vision.
SM: Can you provide some examples of the experiences available through this new program?
MH: Auberge Adventures includes a variety of unique offerings across a range of categories that includes cultural, adventure, and culinary explorations. Experiences range from alligator tracking at South Carolina’s Palmetto Bluff to twilight dog sledding at Hotel Jerome in Aspen, and from a private guided tour of Georgia O’Keefe’s Ghost Ranch at Encantado in Santa Fe to a seaside cooking class with the executive chef at Esperanza in Cabo San Lucas, where guests will dig for their own indigenous chocolata clams before learning how to prepare ceviche and other treats on the resort’s private beach.
SM: What are some other programs or perspectives that are common to the Auberge properties?
MH: One of Auberge Resorts’ brand pillars is “Essence of Place,” and at each resort the essence of the destination permeates every detail of its design and overall guest experience. In creating a rich experience for each guest, Auberge celebrates the natural beauty of our surroundings as well as the history and culture of our destinations.
Auberge Adventures is one of the first programs we’ve created to showcase the depth and breadth of resort offerings, and we look forward to announcing more Auberge initiatives encompassing environmental, wellness, food and beverage, and other offerings.
SM: Are there any new properties or enhancements coming up?
MH: In 2011, we expanded the Auberge Collection with the management of the historic Hotel Jerome in Aspen, Colorado. At the Hotel Jerome plans are underway to make selective enhancements to the service and decor of the hotel in addition to updates of the hotel’s culinary and spa offerings. On the real estate front, Auberge saw further 2011 expansion into ski country with the addition of Auberge Residences at Element 52 in Telluride, Colorado and the Auberge Residences at Mammoth, California.
SM: So what should travel agents know about selling and booking with Auberge?
MH: One, the programs allow you to recommend unique experiences for your clients, couples and families and eliminate the need travel abroad. They are rich culturally and educationally and right in your own back yard.
Two, it’s always great to book in advance so we have availability to accommodate your preferred dates.
Three, utilize our onsite Concierges. They serve as an “experience advocate” and have a deep understanding of the destination and able to help you craft the perfect itinerary.
For more information, visit aubergeresorts.com.