For 45 years, Grupo Lomas has built its presence in Mexico alongside the travel professionals who have connected generations of travelers with the Mexican Caribbean. That relationship took center stage during Lomas Appreciation Week (LAW) 2026, which brought 178 travel advisors together with tour operators from across North America, South America, the United Kingdom and Europe. The gathering also marked the first participation of MICE professionals and saw increased representation from Mexican advisors, reflecting the changing breadth of the travel industry and Grupo Lomas’ advisor community.

Held primarily at El Dorado Royale, the week offered attendees a behind-the-scenes look at the group’s hospitality portfolio, from gastronomy and beach experiences to family-focused entertainment at Nickelodeon Hotels & Resorts Riviera Maya. The program combined business updates and professional development with distinctly Mexican experiences, including the Legacy 45 Gastronomic Market and a playful Super Sliming at Aqua Nick. The week concluded with the LAW Awards, recognizing travel professionals across sales, specialization and wedding travel, while special honors highlighted relationships that have stretched across different stages of Grupo Lomas’ 45-year history.

The Curated Take:
For an industry built on relationships, LAW offers a useful reminder that the travel advisor remains an important part of how destinations and hospitality brands reach travelers. What makes the gathering particularly interesting is its blend of recognition and immersion: advisors aren’t simply being thanked for selling the product, they are being invited to experience the people, food, properties and experiences they ultimately recommend to their clients.