Acquisitions & Hotel Openings

Elegant Hotels Group Acquires Treasure Beach Hotel in Barbados

BARBADOS. May 18, 2017 - Elegant Hotels Group has acquired Treasure Beach in Barbados, a charming boutique hotel on Barbados' west coast, in a sales agreement that was finalized on May 5, 2017.

Treasure Beach is a 4-star, 35-room hotel in Paynes Bay, in the parish of St. James in Barbados. It is the adjoining property to Elegant Hotels’ Tamarind hotel, which in turn is situated next to Daphne’s and The House, which are also owned by the Group. As a result, the acquisition will mean that four of the now seven Elegant Hotels’ Barbados properties will account for a continuous 300 metre stretch of the prestigious west coast, or “Platinum Coast”, of Barbados. Treasure Beach occupies around 1.18 acres of land, and its amenities include a swimming pool, spa, and restaurant.

The hotel will be operated under the existing brand until the end of July 2017, whereupon it will be closed. Upon completion of the sales agreement in May and up to the closure date in July, Elegant Hotels will operate the hotel within the framework of its current product offering. During the closure, it will be refurbished, repositioned, and ultimately re-priced before being rebranded as ‘Treasure Beach by Elegant Hotels’, and it is expected to re-open for business at the start of November 2017. The Group plans to operate Treasure Beach as an adults-only European Plan hotel with an emphasis on a high-quality food offering. Guests of Treasure Beach will also be able to make use of the facilities of the neighbouring Tamarind hotel.

"We are delighted to be acquiring such an attractive, well known asset in one of the most desirable locations in Barbados so close to a number of our other sites. Set on the most idyllic of the island’s legendary beaches on the west and south coasts, each of our hotels features unique attributes and a distinctive personality. Together, they offer styles to suit every taste, from classic to contemporary, family-friendly to adults-only and traditional to all-inclusive. The hotels share a commitment to superb service and fine culinary experiences, and provide the ultimate beach and water sports environment for their guests. We see enormous potential for Treasure Beach, and we are excited about the prospect of creating a resort that will complement our existing portfolio and meet the exacting standards that our guests have come to expect from Elegant Hotels," said Sunil Chatrani, Elegant Hotels Group Chief Executive Officer.

Following our successful launch of Waves Hotel & Spa by Elegant Hotels last August and on the heels of its recent announcement regarding the management and sales and marketing agreements with Hodges Bay Resort & Spa in Antigua, set to open October 2017 as well as The Landings Resort & Spa in St Lucia, this newest addition to the Elegant Hotels family shows that the brand is more committed than ever to executing its long-term expansion strategy.

Superior service remains its central focus for all guests and partners, and Elegant Hotels will ensure that its top level of service continues to be a hallmark in its relationships within the travel industry itself.

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Feature Focus
Sales & Marketing: Who Owns the Guest?
Hotels and OTAs are, by necessity, joined at the hip and locked in a symbiotic relationship that is uneasy at best. Hotels require the marketing presence that OTAs offer and of course, OTAs guest’s email when it sends guest information to a hotel, effectively allowing OTAs to maintain “ownership” of the guest. Without ready access to guest need hotel product to offer their online customers. But recently, several OTAs have decided to no longer share a data, hotels are severely constrained from marketing directly to a guest which allows them to capture repeat business – the lowest cost and highest value travelers. Hotels also require this data to effectively market to previous guests, so ownership of this data will be a significant factor as hotels and OTAs move forward. Another issue is the increasing shift to mobile travel bookings. Mobile will account for more than half of all online travel bookings next year, and 78.6% of them will use their smartphone to make those reservations. As a result, hotels must have a robust mobile marketing plan in place, which means responsive design, one-click booking, and location technology. Another important mobile marketing element is a “Click-to-Call” feature. According to a recent Google survey, 68% of hotel guests report that it is extremely/very important to be able to call a hotel during the purchase phase, and 58% are very likely to call a hotel if the capability is available in a smartphone search. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.