Following the sale of Cap Juluca in Anguilla earlier this year, new Chairman and CEO Adam Aron and company decided to pour $22 million into refurbishments and close the resort in September. On Thursday, Travel Agent sat down with Aron to discuss these upgrades so agents can tell clients what to expect when this popular Caribbean luxury resort reopens December 15.
“There are basically two ways to get customers,” Aron told us. “The first is you can make your product better, and the second is you can cut prices. When you are in position as being one of the best resorts in the world like ours and like Sandy Lane [in Barbados], your prices are already pretty high so, even if you cut the rates from say $1,200 to $1,000, people may not even notice the difference. A better way is to upgrade and make your product better. The type of people our resort attracts will pay for better service and this is the route that Cap Juluca has decided to take.”
All of the 98 rooms were renovated including the addition of 40-inch Sony TVs and DVD players, new beds, new bedding from Morocco and custom-made rugs. These renovations were done to all of the rooms, and 21 of the 98 rooms also had new doors installed and new furniture added. The rest of the rooms will also get these upgrades sometime next year, Aron says. Other notable upgrades include the addition of three restaurants, a widened beach, and a new landscape with the planting of 40,000 trees, plants and flowers to add some more color to the property.