South Florida is an extremely competitive travel market, but Lago Mar had an advantage. The Banks family treats every guest like they were staying at their family home. They are also committed to a family experience instead of the sexy singles destinations. Instead of competing with the ever-popular northeastern United States audiences segment, we targeted more conservative markets driven by family values and updated website to be ADA Compliant and Certified to be more inclusive. Lago Mar now enjoys one of the highest Trip Advisor ratings in the region and an extremely high repeat guest rating.