SuperClubs, Couples make a splash at Japex

OCHO RIOS, Jamaica -- SuperClubs' new Starfish Resorts brand will bring Jamaica "within reach of value-conscious vacationers" by pairing the inclusive concept with three-star hotels, said John Issa, executive chairman of SuperClubs.

The brand was announced at the 12th annual Jamaica Product Exchange here earlier this month. Issa said the brand will target budget-minded singles, couples and families.

Starfish Resorts will be managed by SuperClubs but will be marketed separately from the upscale SuperClubs Super-Inclusive Resorts brands, such as Grand Lido, Hedonism and Breezes.

Starfish properties will include all meals, drinks and nonmotorized water sports, plus a host of a la carte options.

The first property under the Starfish banner will be the Starfish Ocho Rios, formerly the Club Jamaica Ocho Rios. SuperClubs signed a 20-year lease on the property, which will reopen in October after a $2 million renovation.

A second Starfish Resort will open in December at the Trelawny Beach & Fun Resort, converted into the Starfish Trelawny after a $5 million refurbishment.

Other highlights:

Cruise passenger and stopover visitors to Jamaica increased by 7.6% and 5.1%, respectively, in the first two months of this year compared with the same period in 2000. In 2000, overall stopover visits increased by 6% to 1.8 million, cruise passengers by 17% to 900,000 and revenue by 5.6% to $1.3 billion.

After the launch, Swept Away Negril will be known as Couples Swept Away Negril and will begin promoting itself as a couples-oriented resort. The property will also target the incentives group and will still accept singles.