Sandals Resorts International (SRI) has announced that from 1 September 2010 The Royal Plantation Collection will be re-launched as Sandals Resorts or operated independently. According to Sandals Resorts founder and chairman, Gordon “Butch” Stewart, 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 Luxury Included® experience.
“We have been on a long and determined journey for the last ten years to develop Sandals Resorts into a true luxury product. 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,” said Stewart.
Officially launched in 2006, Sandals Resorts’ Luxury Included® concept redefined the standard of luxury at Sandals Resorts, featuring unprecedented services and amenities including lavish suites with private plunge pools and Jacuzzis, exclusive dining options and celebrated partnerships with London-based Guild of Professional English Butlers, Beringer Wines and Martha Stewart Living Omnimedia.
In February 2010, the concept was epitomized with the debut of a 500-acre beachfront resort, Sandals Emerald Bay, Great Exuma, Bahamas. It is 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 be for couples only. 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.
All 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.