Sandals and Beaches Resorts are seeing more families booking top-end rooms and suites as they look to make their money go further.

Jeremy Jones, regional director for the Eastern Caribbean, said many returning clients were opting to pay slightly more for butler suites and concierge rooms as they recognised the value of personal service.

“It did take us slightly by surprise, but our customers are looking to get as much value as possible for their money, and that is reflected in families paying slightly more but getting that personal service for them and their children.”

Sandals is coming to the end of a $500 million refurbishment of its portfolio, which Jones said was a reflection of the company’s determination to take a “bold approach” in the face of global economic uncertainty.

“We need to educate people that the product is still fresh. A lot of economies have been stagnant, so we need to persuade customers that they should make the booking and experience a product which is absolutely top-notch.”