Grace Bay Club in Providenciales, Turks and Caicos, weathered the recession by adding value perks and incentives to its high-end packages instead of dropping rates, according to Nikheel Advani, COO and principal of Grace Bay Resorts, the developer and operator of Grace Bay Club, its flagship property.
“Moving rates is difficult. By offering value to our guests, we were able to sustain our price structure and continue to offer the luxury product and quality of service that we’re known for,” he said.
Bookings and occupancies this year have been strong and continue to indicate growth in the luxury market, he said.
“We have good lift into Providenciales, especially with the new flights on JetBlue and Continental out of New York, Newark and Boston. The destination needs more lift out of the Midwest, however,” Advani said.
The all-suite Grace Bay Club is divided into three separate sections, targeted at specific markets: the adults-only, 22-suite Hotel at Grace Bay Club with private restaurant, bar and pool; the family-oriented 38 Villas at Grace Bay Club with their own restaurant, bar and pool; and the Estate at Grace Bay Club, comprising 22 residence-style accommodations with pool, cabanas, personal concierge services and restaurant.
The company also manages the Veranda Resort & Residences, the first all-inclusive resort in Providenciales.
It opened in February 2010, “and feedback from travel agents and clients has been great,” according to Advani.
“Veranda adheres to the same service standards followed at Grace Bay Club. There was a need for a luxury all-inclusive in Turks and Caicos, and I envision more,” he said.
Possible locations could include other Caribbean islands, South America and even one in the U.S.
“Agents tell me there is a need for that, and they could fill [the property]. Nobody has yet jumped on that bandwagon,” Advani said.