Following a 12-week, $20 million renovation, the all-inclusive BodyHoliday resort on St. Lucia is scheduled to reopen Sept. 18.
"We are ramping up this resort with significant updates and expansions," said Andrew Barnard, marketing director. "The resort has a massive brand name in the U.K. and Europe. This renovation project serves to build the name and awareness in the U.S. with our travel agents and customers."
The health and wellness property is part of SunSwept Resorts, the hotel management company founded and run by Craig Barnard, Andrew's father.
The U.S. market currently makes up 20% of BodyHoliday's business. Travel agents account for 60% of those bookings.
Agent initiatives include the SunSwept Preferred Agent incentive program and a website feature that enables agents to show clients their wellness itineraries, customized by the resort's experts, prior to arrival.
"It makes the agent look like a hero," Barnard said.
For the renovation, many of the resort's facilities were rebuilt from the ground up, according to Barnard.
"In hard times you either cut costs and reduce marketing or step up to the plate and do the opposite," he said.
New to BodyHoliday will be a two-level infinity pool with underwater, raised-stone seating and a penthouse suite featuring a Turkish-style hammam with a marble-slab massage bed and a steam room.
The gym will double in size and include floor-to-ceiling windows.
The 30,000-square-foot Wellness Center, staffed by 60 therapists, will add a couples' treatment room with a soaking tub, and the resort's five dining and beverage venues will offer more seating and expanded menus.
A new Clubhouse Pavilion will offer a wood-fired oven and a wraparound deckoverlooking the beach. "BodyHoliday is a not a lettuce-eating starvation camp. We offer a social beach vacation wrapped in a blanket of well-being," Barnard said.