This sponsored content has been created in collaboration with Skift partners.
Blue Diamond Resorts is celebrating its 15th year anniversary in 2018. The company has continued to redefine the hospitality industry. What began as an investment in a more tech-forward, modern model for the all inclusive category has grown into a portfolio of products that have helped redefine what travelers expect from the segment.
Blue Diamond Resorts has grown over the years by recognizing changes in traveler behaviour and challenging long-standing industry standards. Blue Diamond Resorts introduced technologies like RFID bracelets to allow room entry, smart televisions and resort apps before they became commonplace. These early moves moved away from the cookie cutter resort experience, and opened the door to a more connected all-inclusive approach.
SkiftX spoke to Jordi Pellefort, the president of Blue Diamond Resorts. They discussed how their 15-year journey had shaped their growth strategy, the evolution of their brand and where they see the category going in the future. This included the launch of Royalton Vessence, a new concept for adults only.
What have you learned from the past 15-year history of SkiftX?
Jordi Pelfort: We’ve learned that staying nimble is important. Being able to adapt and innovate while providing exceptional service has been crucial to our growth. As a brand that was a challenger, we are now one the fastest growing resort brands in Mexico & the Caribbean. This didn’t just happen. It was because we listened and learned, but we never settled.
What has Blue Diamond done to adapt to the changing expectations of travelers over the years?
Travel with meaning and personalization are becoming increasingly popular. People want to be able to connect with a place, culture or even themselves. We’ve responded by creating more customizable options across our properties. This includes our dining experiences, wellness programming and in-room experience. We have introduced more immersive activities and locally inspired design. Our wellness offerings go beyond spa treatments.
The technology has played a huge role. Our guests demand seamless, intuitive services, so we’ve incorporated smart tools and digital comforts. But not to replace human service. In the end we are not in just the hotel business. In the end, we’re not just in the hotel business.
What is the current Blue Diamond Resorts portfolio structure, and how does each brand differ?
Our portfolio is unique in that we cater to the needs of different travelers through our diverse brands. Royalton Luxury Resorts, our flagship brand, is the best-known. Our flagship is Royalton Luxury Resorts. It offers upscale amenities for guests of any age, including modern design, fitness centres, full-service spas and thoughtful touches such as reservation-free dining, DreamBeds and our exclusive handcrafted mattress. Guests will find water parks, bowling alleys, trampolines, laser tag, and wine tastings — something for everyone.
Royalton CHIC Resorts, a resort inside a larger resort, offers a more lively atmosphere. Hideaway at Royalton is an adults-only resort that is peaceful and focuses on relaxation. This is for adults looking for a social and high-energy environment. Services include CBD or Tequila-infused Massages, lively rooftop bars, and ocean views.
Planet Hollywood is more of a pop culture experience, bringing in movie memorabilia as well as entertainment, FlowRider Surf Machines, lazy Rivers, and movie theaters. It doesn’t matter if you are 25 or 55, it is still fun.
Royalton Vessence is our latest brand for adults looking to enrich their lives with more mindful experiences.
What was the inspiration behind Royalton Vessence and where does it fit in the portfolio?
The idea for Royalton Vessence arose from a market gap. Hideaway was for rekindling, and Royalton Chic for the party vibe. But we did not have a separate adults-only brand focusing on mindfulness and wellbeing without being a strict wellness retreat.
In our research, we found that many adults are looking for experiences that enrich their lives. Not only sunbathing but also connecting with the place and people. Royalton Vessence was designed to provide guests with meaningful moments. There are cooking classes, art workshop, live music, rotating exhibitions of art, and even digital-detox dinners. Guests can leave their phones at home during dinner.
Small thoughtful touches are found throughout the space, including beach bags guests can have painted by local artists as souvenirs and local liquors in rooms to toast their trip. Even late-night swims with live music are offered by the brand. Royalton Vessence reflects the culture of each location. No two Royalton Vessences will be the same.
Royalton Vessence has been launched in Barbados and plans have already begun to expand the brand in other destinations.
What are the differences between Blue Diamond Resorts and its competitors in this market?
This year we celebrate our 15th anniversary. A good opportunity to reflect back on the beginnings. We knew that we were newcomers to an industry well established. We knew that we needed to be innovative, but we also had to change our thinking. We took bold risks and embraced new ideas from the very beginning. It’s now standard in the industry that RFID bracelets are used as room keys. We were one of the first all-inclusive resorts to do this. We’ve added butler service to our Diamond Club Suites. We built some the largest waterparks in the Caribbean. And we developed experiences that are tied to the local culture.
However, we never do things just to say we did them — it’s always about staying fresh for our guests. This is what keeps us not only modern, but also trendy. We don’t just chase the latest trend. We carefully listen to our guests, our team, and our partners, and evolve with purpose. It’s all about creating something that is authentic, relevant and lasts the test of time.
What has the overwater bungalow experience added to your overall guest experience?
Overwater bungalows are usually associated with the Maldives and Bora Bora. But we wanted to bring this level of exclusivity to the Caribbean to make it more accessible to our North American core markets. The bungalows offer privacy, direct sea access, glass floors, private plunge pools, butler service — the full luxury experience. Early on, we recognized that travelers desired this type of accommodation without flying halfway around the globe. It is all part of our larger philosophy. We identify what guests desire and find a way to make it happen in our destinations.
What can you tell me about Blue Diamond Resorts sustainability program?
We don’t treat sustainability as an afterthought — it’s part of everything we do. In celebration of our 15th year, we launched a campaign called “15 Years of Caring”, which includes 15 positive changes in communities where we work. There are reforestation programs, one tree planted for every year we have been in existence, beach clean-ups, donation campaigns, and educational programs.
We also work behind the scenes on reducing single-use plastics and improving energy efficiency. Our resorts often use seasonal local ingredients to help both the local farmers and the environment. Our newer resorts are built with smart systems that conserve water and energy. And our team is trained in best practices to preserve resources.
The guests can also participate in small ways. We host events, such as Global Wellness Day and the Sea Turtle Conservation Program, which allows guests to participate in projects like mangrove cleanups. We’re aware there’s more work to be done, but sustainability is a key part of what we do.
Where do you think the greatest growth opportunities will be in the future?
It’s about adapting to what travelers want. This means expanding wellness and lifestyle programs, introducing new tech to personalize every aspect of the guest experience, and utilizing data intelligently to improve services, from AI-driven personalized service to digital check-ins. Geographically, we are considering expanding to new international markets, including Europe, the United States and South America.
Our partnerships provide us with new growth opportunities. Of course, community impact and sustainability will remain central. We take our responsibility to guests very seriously. They care about the impact of their travel on the places they visit. We’ll lead the next chapter in the all-inclusive segment if we continue to deliver meaningful experiences, which feel relevant and personal, while also growing responsibly.
Blue Diamond Resorts – Learn More click here.
This content was developed collaboratively. Blue Diamond Resorts Skift’s branded content Studio, SkiftX.
