Published on: August 10, 2010
Sandals Resorts International (SRI) Chairman and founder Gordon “Butch” Stewart said that beginning Sept. 1, the Royal Plantation Collection brand will be retired and properties operating under the Royal Plantation banner will be folded into Sandals Resorts or operated independently. Stewart said the move has been in the works for the past year and is part of an overall strategic plan that began nearly a decade ago to elevate the Sandals Resorts experience.
“We have been on a long and determined journey for the last 10 years to develop Sandals Resorts into a true luxury product,” Stewart said. “When we introduced the Royal Plantation brand in 2000, it allowed us [Sandals Resorts International] to acquire properties, talent and practices that have now become part of the Sandals Resorts Luxury Included experience. Our reasons for a second brand no longer exist. Sandals Resorts defines luxury within our company. We are confident in our product and feel now is the time to bring the family together.”
Officially launched in 2006, Sandals Resorts’ Luxury Included concept was aimed at setting a new standard of luxury at Sandals Resorts, featuring better service and amenities, including suites with private plunge pools and Jacuzzis, exclusive dining options and partnerships with the London-based Guild of Professional English Butlers, Beringer Wines and Martha Stewart Living Omnimedia. In February 2010, Sandals introduced a 500-acre beachfront resort, Sandals Emerald Bay, Great Exuma, Bahamas, as the first Sandals Resort offering butler service to all guests, a championship golf course designed by Greg Norman and a world-class marina.
As a part of the brand restructuring, Royal Plantation Ocho Rios, Jamaica will become Sandals Royal Plantation, Ocho Rios, Jamaica; and like all Sandals Resorts, will no longer offer an EP plan or accept singles. The resort will remain open during the transition and guest services will not be interrupted. Sandals Royal Plantation, which offers 74 oceanfront suites, joins sister property Sandals Emerald Bay in providing every couple with a professionally-trained butler during their stay and will embrace all of the amenities that Sandals Resorts is known for including a Red Lane Spa, gourmet a la carte dining and luxury accommodations.
With regard to the villas operating under the Royal Plantation brand, Royal Plantation Island, Exumas will revert to its original name, Fowl Cay Resort, while Royal Plantation Private Villas, located in Discovery Bay, Ocho Rios and Whitehouse, Jamaica, will retain its name. These properties will not become part of Sandals Resorts and will be marketed independently.
If you have any questions or would like to know more about Sandals Resorts, let me know! I am a Gold Certified Sandals Specialist! Contact me at lisa@traveldivalisa.com or call (330) 329-9178.
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