Hotel Expansion

With expansion plans well under way, the Elegant Hotels Group aims to double the number of properties in their portfolio over the next couple years. Having undertaken extensive research and listened to feedback from guests, Elegant Hotels can confirm that both indicate a demand for an increase in the Elegant product.

In line with the research, Elegant Hotels is currently looking at a number of opportunities, offering a similar product, within the Caribbean region. Islands being considered offer strong potential for the UK, European and North American markets and include St Lucia, Grenada, Bahamas and the Turks and Caicos.

Appointed in October, Ian Reynolds is the new General Manager at the popular Turtle Beach Resort, a best seller among UK tour operators and the newest property within the Elegant Hotels portfolio. Turtle Beach Resort, on the south coast of Barbados, is all-suite, all-inclusive hotel offering a superb range of facilities for all ages.

Reynolds joined the Elegant Hotels Group from the Ramada Plaza Hotel and Suites in Windsor, Ontario.

Prior to his time in Canada, Reynolds spent seven years in the Caribbean working most recently as General Manager for Couples Resorts - in both Ocho Rios and Negril - in Jamaica.


Reynolds also spent five years with Sandals Resorts International in Jamaica, St. Lucia and the Turks and Caicos Islands, where he gained vast experience in the all-inclusive market.

Elegant Hotels launched their new corporate and individual hotel branding late last year at WTM. In line with the Group`s Sales and Marketing strategy of selling each property as an individual entity, endorsed by the Elegant Hotels` masterbrand, each hotel has now been given a distinctive new identity and positioning statement, designed to reflect its own unique style and personality.

The new corporate strapline highlights this:

At the same time the Group has embraced a new contemporary style, the Elegant Hotels Group logo now commanding a refreshing new look. Equally the individual hotel identities, specifically designed to appeal to the different target markets they seek to attract, go a long way to reinforcing each hotel`s positioning and to developing brand loyalty.

For example, the Colony Club logo now uses two rich, opulent colours: burgundy and gold, to reflect the hotel`s colonial heritage, and its flagship status. The typeface is elegant and sophisticated; it is also the only logo to command an icon. By contrast, Coconut Creek, which obviously appeals to a less formal audience, has a very simple logo and typeface, both chosen to promote this more relaxed, all-inclusive Elegant Hotel. The key positioning statements for each hotel complement the new creative work.

Collectively the new identities now go further to communicating Elegant Hotel`s position as one of the most successful, upmarket Caribbean hotel groups. Bold, with striking new colours, the re-branding represents a significant step forward and a group on the move.

In line with this, Elegant Hotels has developed exciting new collateral including a Group trade leaflet, which will assist the trade in selling the right hotel to the right client. This leaflet details an overview of each hotel`s unique selling points alongside their positioning statement. Key facilities are also listed, alongside information on golf, wedding and honeymoon packages and GDS coding.

Brand new individual hotel leaflets and a Group leaflet have also been produced for the consumer. Elegant Hotels has begun to phase in the new look within all six properties.