Five for Five with Frank Maduro

Five for Five with Frank Maduro

Vice President of Marketing at AIC Hotel Group

Alliance Connection is beyond fortunate to work with some of the brightest minds in travel marketing. Our strategic marketing skillset can’t help but be elevated just by working with them, so we’re sharing the wealth! Each month we will profile a top mover and shaker in the industry who can help us all up our marketing game.

This month’s strategic marketing spotlight is on Frank Maduro, Vice President of Marketing at AIC Hotel Group.



Frank Maduro is a travel industry sales & marketing veteran of more than 25 years, a dad, and a force to be reckoned with when it comes to disruptive and innovative marketing tactics. Our chat gave us some interesting insight into Frank as a person and as a marketer. We learned that he has a deep family history of perseverance in the face of adversity. His grandfather was a prominent politician in Nazi Germany who was persecuted for his views, and sent to a concentration camp. Thankfully he lived to tell a tale of grace and strength when confronted with hardship; a trait we also admire in Frank.

We also learned he was once named one of the Top 30 Under 30 Most Influential Executives in the Industry, although he won’t specify exactly in which year he won. We are assuming this is to keep us guessing on his age but for the record, he doesn’t look a day over 35…

Since 2010, when Frank was brought onboard at AIC Hotel Group, he has triumphed with the launch of the first ever all-inclusive Hard Rock Hotels (in Cancun, Riviera Maya, Puerto Vallarta, and Punta Cana), successfully launched a new generation of all-inclusives with Unico 20˚ 87˚ Riviera Maya, and brought cutting-edge luxury to Miami Beach with Eden Roc Miami Beach and Nobu Hotel at Eden Roc.


As a great leader, Frank knows that building the right team is key. Keeping a team inspired and motivated is one skill he’s quite proud of, and one thing that helps him and the AIC brand continue to rise to the top. But when those team members grow under his guidance and continue their successes in other places or other positions? That is when Frank really beams with pride.

When it comes to driving success in the travel market, great ideas are just as important as a great team. Luckily, Frank and his team have no shortage of groundbreaking ideas that tend to completely change the industry’s approach to things.

“We always try to disrupt the space. We always try not to follow the leader or try not to do things the same way as other hoteliers. We like to take risks. We like to try things that are out-of-the-box, or unexpected and I think that (helps us) create a level of innovation.”


You can see examples of this when you take a look at how Frank and the AIC Hotel Group approached the marketing plan for Unico 20˚ 87˚ Riviera Maya. We all know that authenticity in marketing, and Instagrammable moments are trends that all hoteliers are clamoring to achieve to stay relevant (thanks, Millennials). The Unico brand was created and marketed with this in mind.

“Our Unico Hotel product was really built on the back of a social experience, influencers, bloggers, without necessarily putting much money into traditional marketing. That really shows the way the industry is leaning, the way the travel consumer is leaning and the way that marketing is really heading towards an entirely new direction.”

One factor that continues to draw top influencers and social media marketers to the Unico brand is its Mexican authenticity. Unico 20˚ 87˚ exudes authenticity like no other all-inclusive before it due to its commitment to showcasing local culture and local artisans. From the interior design to the artwork to the experiences offered, everything was designed to give guests a genuine, yet luxurious Mexican vacation. Supporting and helping to sustain the local communities within which their hotels lie is one thing AIC Hotel Group and Frank Maduro are passionate about.

In fact, at the end of our interview, we asked Frank if he could be world famous for any one thing, what would it be, and sustainability was at the top of his list.

“I would love to be able to solve the energy crisis, global warming, the trends in weather, and clean up ocean pollution. That’s what I’d like to be remembered for.”


  • 1.
    Developing an inspired and motivated team is an important step to success.
  • 2.
    Don’t follow the leader, BE the leader. Disrupt your industry to take it to the next level.
  • 3.
    Travelers are craving authenticity above all else right now!
  • 4.
    Don’t be afraid to take risks, like relying mostly on social media marketing to launch a new hotel brand. It can pay off big time, as it did with Unico 20˚ 87˚ RIVIERA MAYA.
  • 5.
    Frank cares about the environment, and you should too!

About Alliance Connection:

For nearly a decade Alliance Connection has been successfully guiding marketers in the hospitality, entertainment, and retail industries through innovative marketing strategy, product development, and promotional initiatives. Alliance Connection has a proven track record of increasing profits, moving market share, and propelling business objectives forward with a simple but effective strategy to “connect, engage and close more business for our clients.” The company’s portfolio includes many of the nation’s leading companies and travel partners, such as Sony Corporation of America, Nickelodeon, All-Inclusive Hard Rock Hotels, Melia Hotels & Resorts, Karisma Hotels & Resorts, Sandals & Beaches Resorts, CMT, Wheel of Fortune and more.

About AIC Hotel Group:

AIC Hotel Group spearheads sales and marketing efforts for luxury resort properties in the United States, including Eden Roc Miami Beach, Nobu Hotel Miami Beach, and Nobu Hotel Chicago (set to open in 2019), as well as throughout Mexico and the Caribbean, including Hard Rock Hotel & Casino Punta Cana (the world’s first all-inclusive Hard Rock Hotel) in the Dominican Republic, in addition to six Mexico properties including Hard Rock Hotel Cancun, Hard Rock Hotel Vallarta, Hard Rock Hotel Riviera Maya, Hard Rock Hotel Los Cabos (set to open in 2019), Nobu Hotel Los Cabos (set to open in 2019), and UNICO 20˚87˚ Hotel Riviera Maya, the first of a new luxury all-inclusive concept. For additional information, visit

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