Hedonism III to rebrand as a more conservative resort

By Gay Nagle Myers

The Hedonism III resort in Runaway Bay, Jamaica, will drop its erotic theme, as parent company SuperClubs will rebrand the property.

Hedonism III will close Aug. 22 and reopen Oct. 14 as SuperFun Resort & Spa.

The rebranded 225-room property will be "targeted at the wallet-conscious adult traveler looking for an all-inclusive vacation, minus some of the amenities that are included in our higher-priced, super-inclusive Breezes and Hedonism II plans," said Paul Pennicook, president of International Lifestyles, SuperClubs’ worldwide representative.

Airport transfers, motorized water sports and premium-brand liquors won’t be included in SuperFun’s rates. Local wines and liquors will continue to be included, as will all meals, accommodations, and entertainment.

The resort will offer a small clothing-optional beach but no nude pool.

Hedonism is known for its wild theme parties, a nude water slide that snakes through the disco and its nude beach and nude pool.

"The specific niche market which Hedonism Resorts traditionally has attracted will continue to be served by the 280-room Hedonism II resort," Pennicook said.

The target market for the SuperFun Resort will be couples in their 20s, 30s and 40s, looking for a lively, fun vacation, Pennicook said. "These travelers want plenty of bang for their buck, but the vibe will be completely different from that at Hedonism II."

SuperClubs launched a rebranding program last fall that resulted in three brands: Breezes, Hedonism and Rooms.

"That rebranding has resonated well with our industry partners and clients. We expect that the SuperFun Resort will be booked primarily through tour operators with whom we have already negotiated contracts," Pennicook said.

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