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Sandals to Retire Royal Plantation BrandAugust 9, 2010 By: Staff
Sandals Resorts International (SRI) Chairman and Founder Gordon “Butch” Stewart today announced that, beginning September 1, The Royal Plantation Collection brand will be retired and properties operating under the Royal Plantation banner will be folded into Sandals Resorts or operated independently.
According to Stewart, the move has been in the works for the past year and is part of an overall strategic plan that began nearly a decade ago to elevate the Sandals Resorts experience. "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," Stewart said. "Our reasons for a second brand no longer exist."
Officially launched in 2006, Sandals Resorts’ Luxury Included concept redefined the standard of luxury at Sandals Resorts, featuring private plunge pools and Jacuzzis, exclusive dining options and celebrated partnerships with London-based Guild of Professional English Butlers, Beringer Wines and Martha Stewart Living Omnimedia.
In February 2010, the concept was epitomized with the debut of a 500-acre beachfront resort, Sandals Emerald Bay, Great Exuma, Bahamas. It is the first Sandals Resort offering butler service to all guests, a championship golf course designed by Greg Norman and a world-class marina.
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 no longer offer an EP plan or accept singles. The resort will remain open during the transition and guest services will not be interrupted. Sandals Royal Plantation, which offers 74 oceanfront suites, joins sister property Sandals Emerald Bay in providing every couple with a professionally-trained butler during their stay and will include all of the amenities that Sandals Resorts is known for including a Red Lane Spa, gourmet a la carte dining and luxury accommodations.
Regarding the villas operating under the Royal Plantation brand, Royal Plantation Island, Exumas will revert to its original name, Fowl Cay Resort; while Royal Plantation Private Villas, located in Discovery Bay, Ocho Rios and Whitehouse, Jamaica, will retain its name. These properties will not become part of Sandals Resorts and will be marketed independently.