p30-38 ttg_lux_caribbean 5/3/10 12:00 Page 33
in Montego Bay this spring. A raft of other By the end of 2009, Barbados was
Encouragement
new resorts across its Secrets, Dreams, nearly 9% down year-on-year, and the
Zoetry and the newly devised Now Cayman Islands saw a 10% drop. Mid-year
can be taken from
brands are also in the pipeline. The figures had Anguilla a massive 22% down
Dominican Republic is a key focus, but and the BVIs 17%.
AM Resorts is eyeing other destinations The imminent increase in Air Passenger
the prevalence too, such as Aruba, which also recently Duty (APD) in the UK in November poses
announced it is to get a Ritz-Carlton hotel. another huge threat. Since the tax is
of investors who calculated on the distance of a country’s
An inconvenient truth capital city from London, clients will
are confident in
Yet excitement over new projects must have to pay more to fly to Caribbean
be tempered by the stark warning issued destinations than to Hawaii.
the Caribbean’s
by the Caribbean Hotel and Tourism An additional £20 of APD will be added
Association (CHTA) earlier this year. to economy airline tickets, totalling £120 in
future as a tourist
CHTA director general Alec Sanguinetti tax, while premium economy, business and
said the Caribbean’s total arrival figures first-class tickets will have £60 of APD
destination
were around 9% down in 2009 compared added, taking the tax per passenger in these
with 2008, and that he still expected to see classes to £170 for flights to the Caribbean.
hotel closures throughout the region. Jamaica has carried out research into
“I see no indicators out there that 2010 how many travellers might be dissuaded
Demand for mainstream all-inclusive is going to be better than 2009,” he warned. from visiting by this increased tax, and
product has soared, and the same can be While two countries, Jamaica and Cuba, puts it at around 10%. The luxury sector
said for demand at high-end resorts too. had seen an increase in total visitors last could be hit just as hard as the mainstream:
Jamaica’s Half Moon resort saw a 50% year, this was at the expense of revenue per four-fifths of ITC Classics and Caribtours
increase in clients opting for all-inclusive available room (RevPAR), with revenues clients flying to the Caribbean fly
in 2009 compared with 2008. around 19% down on the previous year. premium economy or above.
The hotel’s director of sales, Myrtle
Dwyer, says the resort devised a new,
unique range of all-inclusive packages
when the economic crisis began to set in.
“We anticipated that travellers would be
looking for improved value for money,”
she explains. “So we introduced the
‘Ultimate Escapes’ range, which includes
extras such as golf, spa treatments, horse
riding or romantic dinners, suited to
individual needs.”
AM Resorts introduced an all-inclusive
plan at both Zoetry Paraiso de la Bonita in
Mexico and Golden Bear Lodge and Spa in
Dominican Republic in response to
demand. “Customers with all levels of
budget are looking for value for money.
Even at the luxury end of the market, an
all-inclusive product now has great
appeal,” says AM Resorts’ James Bell.
How to sEll: Sandals Emerald Bay
If you build it... Philippa Jacks checks out the one of the best in the Caribbean. emerald necklace from space, and
Some encouragement, however, can be latest opening in the Caribbean With rocky coastline, crashing are a playground for watersports.
taken from the prevalence of investors and discovers some key sales tips waves and strong winds, it’s also Recommend the fantastic full-day
who are confident in the Caribbean’s one of the most challenging. Thunderball boat trip – swimming
future as a tourist destination. (clockwise from main) with wild pigs and nurse sharks,
Harlequin Hotels and Resorts is four All-butler service Royal Villa snorkelling inside the cave from
months from opening the doors of the Emerald Bay is Sandals’ first For real wow factor, book the the James Bond film, and lunch at
exciting Buccament Bay on St Vincent, all-butler service property. Polite fabulous two-storey Royal Villa, Royal Plantation Villas at Fowl Cay.
and the group has already broken ground and friendly butlers, trained by frequented by Celine Dion when $375pp, or clients can have the
on The Merricks in Barbados and The the Guild of Professional English the property was Four Seasons boat to themselves for $2,000.
Marquis Estate in St Lucia. All in all, Butlers, offer services such as Exuma. It costs £5,862 per person
Harlequin will open a total of 8,000 unpacking, pre-booking meals at per week and has one bedroom, Red Lane Spa
rooms in four Caribbean destinations Il Cielo and surprising clients with beautiful dark wooden floors, a The 16,000sq ft Red Lane Spa is
over the next five years. romantic in-room dinners or huge walk-in closet, marble Sandals’ biggest and best, and
Starwood meanwhile is opening both a petal-strewn bubble baths. bathroom and its own pool. is the first to offer Dermalogica
W Retreat and a St Regis property – its first treatments. It has 17 therapy rooms
in the Caribbean – in Puerto Rico this year. Golf Location and an outdoor relaxation area with
AM Resorts is continuing major The stunning 18-hole Greg The 365 stunning islands of the plunge pool and whirlpool.
expansion, with two Secrets Resorts opening Norman-designed golf course is Exumas are said to resemble an sellingsandals.co.uk
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