the past eight years,” Vassell shares. This year, they’re taking it up a notch with a theme called “Vampire Retreat.” Brackett elaborates on the festivities: “For Halloween, we have five days of activities where guests can participate and earn Coco points.” These points can then be accumulated and redeemed for free nights, adding an element of fun and friendly competition to the experience. RESILIENCE AND EXPANSION In the wake of the pandemic, Coco La Palm has shown remarkable resilience, surviving and thriving in a challenging environment for the tourism industry. “I believe we have done pretty well coming back from Covid 2020,” Brackett says confidently. “We have surpassed our target and are doing very well.” Vassell explains this success by noting, “Based on where we were in 2020, 2021, the numbers were really down.” But since then, there’s been a significant turnaround. “Since 2023, we have surpassed 2019 numbers, which was a good year for us,” he adds. Further supporting this growth, the hotel is investing in infrastructure and guest amenities to ensure the resort remains a top choice for travelers seeking a high-quality experience. Vassell outlines some planned upgrades: “We don’t have enough land space for a significant expansion of room stock, so we’re capping it at around 110-115 rooms.” Instead, the focus will be on enhancing the existing facilities. “The new project coming in for 2024-25 includes a complete refurbishment of our adult pool, including all the tiles on the deck,” he explains. This attention to detail extends to the courtyard pool and the junior suites, where they plan to “change out cupboards, sinks, and back tiles.” These improvements are part of a broader initiative to ensure that every aspect of the resort meets the high standards their guests have come to expect. INNOVATING EXPERIENCES However, Coco La Palm is also looking beyond traditional offerings to innovate regarding guest experiences. Vassell is exploring the idea of a “cliff day” in partnership with other properties in the region.“People who love the beach will always stay on the beach,” he notes, but there’s also a desire to offer guests more variety. “For 24, 25, maybe and beyond, I want to work out something where guests can stay at one place but have the option for experiences at two.”This initiative could include a day trip to a cliffside hotel, where guests can enjoy a different perspective of Negril. “We’re working on something where we can send our guests up to the cliff, and the cliff can send guests down to the beach,” he explains. 27 BUSINESS VIEW CARIBBEAN VOLUME 11, ISSUE 09 COCO LA PALM SEASIDE RESORT JAMAICA
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