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Sandals scraps Royal Plantation Collection brand

Sandals Resorts International has announced that from September 1, The Royal Plantation Collection will be relaunched as Sandals Resorts.

According to Sandals Resorts founder and chairman, Butch Stewart, the move is part of an overall strategic plan that began nearly a decade ago to elevate the Sandals Resorts Luxury Included experience.

He explained: “We have been on a long and determined journey for the last 10 years to develop Sandals Resorts into a true luxury product.

“When we introduced the Royal Plantation brand in 2000, it allowed us 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.”

Officially launched in 2006, the Luxury Included concept redefined the standard of luxury at Sandals Resorts, featuring higher end services and amenities including suites with private plunge pools and whirlpool baths, exclusive dining options and celebrated partnerships with the likes of the Guild of Professional English Butlers, Beringer
Wines and Martha Stewart Living Omnimedia. 

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.

Villa resort Royal Plantation Island, Exumas will revert to its original name, Fowl Cay Resort, while Royal Plantation Private Villas, in Discovery Bay, Ocho Rios and Whitehouse, Jamaica, will retain its name.

These properties will be marketed independently.

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