The numbers game works for some Caribbean islands, while others are taking a more diverse approach, reports James Litston
Accommodation on Jamaica ranges from huge all-inclusive resorts to this new Skylark boutique hotel
Multi-market appeal
M
any holidays to the Caribbean are all about palm trees and gleaming white sands – and
Dominica’s Secret Bay will reopen in 2019
with options ranging from mega-resorts to B&Bs, villas and luxury hotels, there’s certainly no shortage of places to stay. But while some regional stakeholders play the numbers game with mass- market strategies, others have taken a more niche approach to their tourism developments. And with continually evolving consumer tastes, demands and trends, the region is endlessly adapting to stay ahead of the curve. One such current trend is a widening diversification of product. In particular, says Carol Hay, the Caribbean Tourism Organisation’s UK and Europe marketing director, “We are seeing a growth in properties that cater to families and groups. We have also seen an increase in smaller, more luxurious properties and a swing towards authentic experiences such as forest hikes, birdwatching, diving, sailing and transformational wellness.” Although this points towards a growth in demand for niche developments, that’s not to say that large-scale resorts
36 wtm insights winter 2018
are falling out of fashion. One of the biggest players in this sector is Sandals, which operates 19 properties across seven Caribbean nations. New for this year was Sandals Royal Barbados, which opened adjacent to an existing andals property to offer a combined inventory of more than 500 rooms. The company has long led the way in all-inclusive holidays and, according to UK managing director Karl Thompson, “We are constantly innovating and developing our offering. This strategy has seen Sandals launch the aribbean’s first Maldivian-style over-water suites, as well as introducing “game-changing” extras such as rooftop pools and bowling alleys. “The hotels we are building average between 250 and 300 rooms, some of which are split into lower-density ‘villages’ for a more boutique feel,” says Thompson. “Future projects include our third resort in Barbados and a possible development in Tobago. We are also currently building a resort in St Lucia with plenty of signature Sandals innovations.” This will be St Lucia’s fourth Sandals resort, but St Lucia Tourism’s
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