Barefoot Elegance: How Couples Stands Out in Jamaica
Despite the emergence of an array of new brands and products among all-inclusive resort properties, Couples Resorts stands out among the pack as the only brand whose very name is synonymous with the clientele it accommodates: couples seeking romantic getaways where they can create memories that will linger far beyond the vacation’s end.
In all, the brand has four Jamaican properties: two in Negril (Couples Negril and Couples Swept Away) and two in Ocho Rios (Couples Tower Isles and Couples Sans Souci). Guests enjoy 24-hour gourmet dining and unlimited premium-brand spirits and complimentary Wi-Fi, plus special activities including a sunset catamaran cruise excursion, water skiing, Hobie Cat sailing, golf, tennis, non-motorized water sports and unlimited PADI-Certified Scuba diving.
What distinguishes Couples Resorts from the other all-inclusive properties and brands?
Couples Resorts defined the all-inclusive experience in 1978 and we are constantly refining it. From our founding, our intent has been to deliver a level of barefoot elegance, amazing cuisine and almost limitless inclusions designed to delight and surprise our guests day in and day out.
Our product is so unique and occupies a niche within Jamaica’s product offerings that is very appealing—to our first-time guests, our large percentage of repeat guests and to me. We are not the largest, nor do we want to be. We offer an experience, a way of life that is truly Jamaican. We are authentic to our core. All we have to do, as a sales and marketing team, is provide the exposure. As one of the prior Jamaica Advertising campaigns stated, ‘Once you go, you know.’ Find someone that has experienced Couples first-hand and you’ll see the delight in their eyes.
Whether you are the GM, the president of a large tour operator, a travel agent who works out of the home or the front desk agent who welcomes a guest to a property, our goal is to deliver an amazing experience that is above anything ever anticipated. Everything that we do must be focused on the guest experience, which in turn produces a product that is second-to-none.
How does Couples Resorts work with travel agents?
From our founding, the success of the Couples brand has been directly tied to the success of thousands of travel agents across the globe. Travel agent partnerships are a key part of our DNA. And with one of the most attractive agent incentive programs in the industry, we are working on future initiatives that will be even more rewarding.
In your view, what are Couples Resorts strong selling points—in terms of what guests will enjoy most?
Family—which may seem like an odd reply. We pride ourselves by saying, ‘We never have guests, we have family.’ Our property teams and countless guest volunteers work year-around to give back to the country of Jamaica through medical missions and adopting schools. Lee Issa, our chairman, with the soul of Jamaica pumping through his veins, is on property every day for hours, mixing and talking to countless guests. Our staff has developed countless bonds through the years with thousands of guests, each time welcoming them back by name.
Lee Issa, our chairman—with the soul of Jamaica pumping through his veins—is on property every day for hours, mixing and talking to countless guests. Our staff has developed countless bonds through the years with thousands of guests, each time welcoming them back by name. Our property teams and countless guest volunteers work year-around to give back to the country of Jamaica through medical missions and adopting schools.
How would you describe the typical Couples guest in terms of demographics and vacation styles?
First and foremost, our guests are anything but typical and range across all demographics. We have many guests from many walks of life, and they all come together for ‘One Love’ of Jamaica, and its people and a resort experience that is unique and unmatched … to celebrate a marriage or renew vows—the list goes on and on.