In Cuba’s tourism ecosystem, every rhythm seems to have its own colour. For Iberostar Cuba Hotels & Resorts, the prevailing tone on its current roadmap is a deep blue. Iberostar Origin Laguna Azul, a striking resort with 814 rooms located on the iconic Varadero beach, is not just a sun-and-sand destination; it has become the center of an operational transformation that marks a turning point for the company on the island.

Since January 1, this resort has taken on a leading role as the first hotel in the chain to operate under the new lease management model. This transition is not a mere change in terminology, but a strategic step designed to grant the property unprecedented operational autonomy, aimed at raising quality standards and competitiveness in the international market.

A Management Model Designed for Operational Excellence

Iberostar Cuba’s decision to assume the lease of Iberostar Origin Laguna Azul responds to a long-term vision. This model enables a comprehensive transformation that spans from infrastructure to human capital. Operating under this framework ensures greater agility in decision-making, allowing the hotel to align more effectively with the brand’s global standards.

The transformation is built on fundamental pillars: asset renewal, the incorporation of cutting-edge technology, and the optimization of sales channels. It also includes strengthening operations and modernizing financial structures to ensure more efficient resource management. This approach not only seeks to improve profitability but also to consolidate a robust marketing and communication strategy that positions the hotel as a benchmark in the leisure and premium experiences segment.

The Horizon of 2026: Investments and Structural Renovations

Iberostar Cuba’s vision for this property is ambitious, with a concrete improvement agenda projected for 2026. These actions are designed to revitalize the physical facilities and ensure that the guest experience remains first-class. Among the most notable interventions are:

• Comprehensive buffet renovation: An essential update to elevate the gastronomic offering and improve guest flow. 
   
• Renovation of 250 rooms: A modernization process aimed at adapting accommodations to the aesthetic and functional demands of the contemporary traveller. 
   
• Enhancements to the Relax Zone: Including the refurbishment of the adults-only pool and the renovation of its ranchón, strengthening the exclusivity segment. 
   
• Technical upgrades: Installation of four new elevators, ensuring efficient mobility in a resort of this scale. 
   
• SPA restructuring: A key space for the wellness segment that will undergo a complete renewal.

This investment plan confirms the company’s commitment to quality and the resilience of Varadero as a destination, while betting on strategic alliances that guarantee long-term business sustainability.

Immersive Experiences: Beyond the Traditional All-Inclusive

Iberostar Origin Laguna Azul has succeeded in standing out in a saturated market thanks to an entertainment program that goes beyond the conventional. Through themed décor and carefully designed environments, the hotel seeks to create an emotional impact on guests, transporting them to different eras and sensations.

A High-Value Entertainment Agenda

The resort has crafted specific experiences that leverage both its infrastructure and the natural surroundings of Varadero:

• Star Show Dinner Experience: An event combining live music, a VIP sunset cocktail, and an aquatic ballet performance, offering an evening of high sophistication.
   
• Cinecar 50 Experience: One of the hotel’s most original proposals, allowing guests to enjoy outdoor cinema from classic 1950s convertibles, accompanied by a themed gastronomic offering of burgers and milkshakes.
   
• Beach Party: Monday nights transform into a Caribbean celebration with fire shows and professional dancers under the stars.
   
• Sunset Experience: For electronic music lovers, Saturdays bring an Ibiza-style atmosphere directly on the white sands.

In addition to these events, the hotel promotes an active lifestyle with initiatives such as the weekly 4-kilometer marathon within the resort and large-format shows like The Greatest Showman, which integrates circus, magic, and dance.

The Romance Segment: A Driving Force for the Professional Channel

For travel agents and specialists in the MICE segment (Meetings, Incentives, Conferences, and Exhibitions), Iberostar Origin Laguna Azul stands out as a strategic partner, especially in the area of weddings and intimate celebrations. The versatility of its spaces—from a pristine beach for events of up to 70 guests to intimate terraces in the spa area and romantic gazebos—allows each ceremony to be personalized.

Wedding Packages and Benefits for Agents

The romance offering is structured into four main packages, designed for different budgets and needs:

• Palms Breeze: Ideal for those seeking a simple yet elegant ceremony.
   
• Elopement Wedding: An exclusive package for couples who desire a private wedding.
   
• Glimmer of Love: Includes additional services during the stay and offers complimentary options under specific requirements.
   
• Crystal Wave Romance: A high-end package that includes a complimentary three-night stay at the hotel.

It is important to highlight that these packages are commissionable at 10% for travel agents, with a direct billing system that streamlines professional management. Additionally, new features have been announced, such as scalable complementary services for groups booking a minimum of 20 rooms for three nights, further incentivizing group tourism.

Sustainability: A Commitment to the Future of the Caribbean Sea

In line with Iberostar Cuba’s DNA, Iberostar Origin Laguna Azul integrates sustainability as a transversal axis of its operations. The chain has set the goal of fostering resilient destinations and experiences that coexist in harmony with nature.

A fundamental milestone in this management is the complete elimination of single-use plastics in all rooms, replaced with eco-friendly materials. This effort is part of a circular economy strategy aimed at reducing environmental impact, lowering emissions through the use of renewable energy, and supporting local communities. For Iberostar, economic success is inseparable from caring for the planet—a vision translated into concrete actions to preserve Varadero’s marine ecosystem for future generations.

A New Chapter for Hospitality in Cuba

The transformation process of Iberostar Origin Laguna Azul symbolizes the evolution of hospitality in Cuba toward more autonomous and modern management models. The commitment to innovation, continuous infrastructure improvement, and a differentiated entertainment offering positions this resort not only as a place of rest but also as an emblem of the excellence Iberostar Cuba projects for the future.

Varadero remains the beating heart of Cuban tourism, and with projects like this, Iberostar Origin Laguna Azul ensures that heart continues to pulse with the strength of the “deepest blue.”

To learn more about facilities and accommodations, please visit Iberostar Cuba's website: ibercuba.com.

To obtain pictures, videos and fact sheets, you can register on the Iberostar Cuba Brand Center brandcenter.ibercuba.com.

Iberostar Cuba Hotels & Resorts also has an exclusive Facebook Group for Canadian Travel Agents, where agents can request additional information