According to a Wall Street Journal article from November, many luxury hotels in the US and the Caribbean are planning rate hikes of up to 15 percent, the first since before Sept. 11. In contrast, Half Moon flies in the face of the trend, maintaining its 2002 rates for the upcoming winter season. According to Richard Whitfield, Managing Director of Half Moon Montego Bay, the resort saw 17.5 percent increase in its 2002/2003 winter business and wants to continue attracting new clients with the rates currently in existence.“By remaining consistent with our price we have avoided the pricing fray that many in the industry have been forced into over the past two years,” he said. “We believe that given the quality holiday our clients enjoy at Half Moon Montego Bay, we are attractively priced against other competitors in the luxury tier.“Currently reshaping the 50 year-old brand, Mr. Whitfield expects this strategy attract travellers to Half Moon, thereby increasing the company’s market share in the US and Europe. “We want to develop devotees to the Half Moon brand.By maintaining our competitive pricing strategy we will be able to achieve that objective this winter and be strategically placed to attract travellers who were not previously aware of Half Moon,” Mr. Whitfield said.With rates starting at US$390 per night for a superior room and $2730 per night for a seven-bedroom villa, the 400-acre, beachfront resort is poised to do just that.Previously named Half Moon Golf, Tennis & Beach Club, the resort is slated to finish construction of 66 new suites and a new swim-up pool bar in time for the upcoming season. An upgraded golf pro shop and David Leadbetter Golf Academy along with a new wedding chapel will also debut this winter.