Avia Collinder, Business Reporter
Blue Diamond Hotels & Resorts, owned by Canadian tour company Sunwing, says its new hotel acquisition in Trelawny, branded Royalton White Sands, will reopen for business on October 31 as a five-star luxury family hotel.
Janine Chapman, vice-president of marketing for Sunwing Travel Group, said Tuesday that some US$50 million (J$5.2 billion) has been invested to date in the property.
The hotel, previously known as Starfish Trelawny Resort & Spa hotel, was acquired from the SuperClubs resort group last year.
Blue Diamond Hotels & Resorts is a hotel management company with differentiated brands to suit each market's demands, the company notes on its website, where it also indicates that it currently operates well over 5,000 rooms in all-inclusive resorts in six Caribbean destinations under the Memories Resorts & Spa, Royalton Luxury Resorts and Grand Lido brands.
Blue Diamond planned initially to rebrand the hotel as Memories White Sands Beach Resort & Spa, but switched to Royalton brand.
"The Royalton White Sands represents a complete transformation into a modern luxury all-inclusive property," Chapman told Wednesday Business.
"The original eight-story structure was stripped down to bare concrete and more than 75 per cent of the resort represents completely new materials," she said.
The 352-room resort will reopen with what Chapman describes as "all-in luxury" features and amenities ideal for families, adults, weddings and groups.
In June 2012, SuperClubs, announced the property's sale to Sunwing, after 12 years of ownership. Before the property was renamed Starfish, it operated as Breezes Trelawny. SuperClubs purchased the hotel from Finsac in 2000.
The sales trend ahead of the opening has been positive, Chapman said.
Blue Diamond Hotels also acquired another SuperClubs property, Breezes Negril Resort & Spa, in April of this year.
Chapman said that hotel now operates as the "adults-only all-Inclusive, Grand Lido Negril Resort & Spa".
"We have just announced additional inclusions at this resort such as a US$1,250 resort credit offer, free Wi-Fi throughout, and unlimited free calling to North America and Europe. We will continue to announce exciting enhancements to this property and its offering over the busy fall and winter season," she said.