Despite the competitive nature of the tourism sector, Vassell is confident in the resort’s unique offering. “The good thing about it is that a lot of our clients really and truly want peace, good service, and relaxation,” he says. This insight into guest preferences shapes the resort’s overall strategy. “Most of our guests from North America want good service, peace, and quiet—a nice place on the beach,” he adds, embodying the hotel’s slogan of creating a “home away from home,” a guiding principle that influences everything from staff interactions to the layout of the rooms. STRATEGIC VISION FOR THE FUTURE As Coco La Palm looks to the next 18 months, its focus is on revitalizing the resort’s infrastructure and expanding its market reach.“We are refurbishing right now,”Vassell shares, highlighting the immediate priorities on his agenda. One of the key projects involves the junior suites.“I want to refurbish those. I want to change all my sinks and my countertops,” he explains. The resort’s adult pool is also set for a major overhaul alongside the suites.“I want to refurbish my adult pool and my kids’ pool, which is the courtyard pool,”Vassell adds.The materials are already on-site and ready to be used. To carry out these upgrades with minimal disruption to guests, Vassell plans to strategically close sections of the hotel during the slowest months.“I’ll shut down that particular section to actually get the work going,” he says, aiming to complete the first pool within three weeks before moving on to the next phase. On the sales and marketing front, Brackett outlines an ambitious vision. “We’re looking at exceeding 2023 and 2019,” she states, revealing the drive to surpass not just the pre-pandemic numbers but also the strong performance the resort has seen this year. “We are currently working with the local travel agents to see how best we can push the local business,” Brackett notes. Alongside are efforts to diversify the resort’s international clientele.“We have contacted people in the European part of the world to see how much of the European market we can get,” she explains. By aligning operational upgrades with strategic marketing initiatives, Coco La Palm sets itself up for a future that promises sustained success and enhanced guest experience. This dual focus on infrastructure and market diversification ensures that the resort remains at the forefront of the Jamaican hospitality industry, ready to meet the evolving needs and expectations of travelers from all corners of the globe. 28 BUSINESS VIEW CARIBBEAN VOLUME 11, ISSUE 09
RkJQdWJsaXNoZXIy MTI5MjAx