Jamaica invites travellers to come back to luxurious
ANN RUPPENSTEIN
Jamaica has a long history of attracting celebrities and high-profile individuals from the likes of Marilyn Monroe to Beyonce. It’s also been an idyllic filming location for features like How Stella Got Her Groove Back and Bond films like No Time To Die. Now, a newly launched partnership with Ensemble, North America’s leading travel consortium, is aiming to raise the profile of Jamaica’s luxury tourism products among discerning Canadian travellers.
“We do have luxury offerings of the highest quality and so we want to invite you now to come back to Jamaica, come back to luxury, that’s how we actually started,” Jamaica’s minister of tourism, Edmund Bartlett shared. “Even the early, early periods in the latter part of the 19th century, we were a luxury destination. Jamaica was known to be the playground for the rich and famous and most of the celebrated film stars in the United States of the mid-20th century —all, I mean all, you name them — they came to Jamaica. I know that we are ready again for them.”
Donovan White, director of tourism at the Jamaica Tourist Board, explained that the new partnership will take Jamaica’s luxury tourism product to the next level.
“Together we will empower Ensemble travel advisors to sell Jamaica’s premium hotels, resorts, tours and attractions, helping them to deliver the very best VIP experiences to their clients,” White said. “As part of Destination Jamaica’s come back to luxurious campaign with Ensemble, the Jamaica Tourist Board will host a series of educational activities, curated FAM trips, and professional development opportunities for Ensemble’s North American travel advisor members.”
This fall and winter, Ensemble members will be able to take part in a series of educational activities and engagement initiatives and tools about Jamaica’s unique luxury offerings to raise awareness of what awaits premium clients. Advisors will also have access to exclusive training programs and comprehensive marketing materials on Jamaica’s various luxury offerings.
“We’re creating a strategic partnership that is designed to spotlight Jamaica’s upscale and unique tourism offerings,” Bartlett added. “So as North America’s leading travel agent consortium, with members across Canada and the United States, Ensemble is an ideal strategic partner to launch Jamaica’s reimagined luxury tourism products.”
Partner representatives were on hand at a Toronto launch event from Round Hill Hotel & Villas, Jamaica Inn, The Trident Hotel, The Tryall Club, and Chukka Caribbean Adventures to share insights into their luxury offerings for clients. Meanwhile, the partnership also includes other elite on-island hotel and tour operator partners including Half Moon, Island Routes, Club MoBay/Club Kingston VIP Attractions and more.
“Together with our on-island partners, the JTB is ready to leverage Ensemble’s powerful network of travel agencies and advisors in order to drive the next era of luxury travel in Jamaica,” said Bartlett.
Ensemble members will also have the opportunity to participate in exclusive curated FAM trips to explore Jamaica’s upscale hotels, attractions and concierge services.
“We are thrilled to launch this exclusive partnership with the Jamaica Tourist Board as it is not only one of the top selling destinations for our members, but also reflects the kind of selective opportunities and luxury partnership opportunities we seek to offer exclusively to Ensemble advisors,” said Michael Johnson, President of Ensemble. “We are confident that this will deliver enhanced sales for our partners and members alike – which is always our priority.”
Among the luxury offerings is Round Hill Hotel & Villas, originally built as a colony of cottages for the rich, famous and glamorous of the 1950s. The property sits on 110 acres with ocean-view rooms and suites designed by Ralph Lauren and boasts a 44% return repeat rate and features. Featuring 36 rooms and 26 villas with butlers staff, Round Hill is celebrating its 70th anniversary this year and the 20th anniversary of being a filming location for How Stella Got Her Groove Back.
Another great option is The Tryall Club, a collection of luxury villas with up to nine bedrooms. Even smaller parties can consider this option as there are also two bedroom villas available. Every villa is different and comes complete with a chef. Guests also have access to a beach club with infinity pool.
Home to 11 oceanfront villas across 10 acres, Trident appeals to high end guests and celebrities like Beyonce and Jay Z alike. Situated along Jamaica’s northeast coast, Port Antonio, Trident is a member of Small Luxury Hotels of the World. Upscale clients looking for a scenic destination wedding should consider Trident Castle.
Meanwhile Chukka Caribbean Adventures, a nature-adventure tour operator that recently expanded into St. Thomas, USVI, is also debuting a new luxe experiences. The new tailor made travel experiences will feature private tours and private transfers. Chukka will also launch a new agent portal soon where agents can register to earn commission and easily purchase packages.
