Over the past 18 months Sandals has spent £10m introducing European spas at four of its signature properties in St Lucia, the Bahamas, Antigua and Jamaica.
It is also working on subtle enhancements such as increasing the number of ‘ambassadors’ who look after guests’ needs at its resorts.
“Everybody is looking for more for their money, and at Sandals we are always investigating ways to increase holiday value,” said Sandals Resorts managing director, international markets, Chris May. “We believe that, despite the fact that a Sandals holiday is not cheap, what we offer with our all-inclusive package is unrivalled.”
The group’s latest initiative is the Suite Concierge programme at two of its resorts in Jamaica. Guests staying in a suite at Sandals Dunn’s River and Sandals Negril can take advantage of a ’round-the-clock butler service’ offering all-day dining.
SuperClubs responded to demand with its own three-star brand three years ago. With properties in Jamaica, the Bahamas and Cuba, The Breezes group offers a moderately priced product, but includes high-value items such as scuba diving and free weddings with all-inclusives.