Karisma and Margaritaville launch laid-back luxury brand

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Rendering of a Margaritaville Island Reserve suite.
Rendering of a Margaritaville Island Reserve suite.

NEW YORK -- Karisma Hotels & Resorts and Margaritaville Holdings unveiled a new luxury all-inclusive brand, Margaritaville Island Reserve by Karisma.

Karisma CEO Kelly Poling said the brand aims to marry "the fun and escapism and the lifestyle that is Margaritaville" with "the five-star luxury, best-in-class service and F&B that comes with Karsima."

The first of four confirmed properties under the new brand, the Margaritaville Island Reserve Riviera Cancun, is scheduled to open this winter. The partners did not say if the resort is a conversion, and if it is, what resort will be reflagged. They said further details will be forthcoming over the next few weeks.

The partners also plan to brand resorts in Mexico's Riviera Maya, Jamaica and the Dominican Republic.

"Our partnership with Margaritaville delivers inclusive resorts unlike anything that has been done before, where guests will enjoy unforgettably luxurious vacations without any pretense," said Mandy Chomat, president at Premier Worldwide Marketing, the exclusive representative of Karisma.

Margaritaville chief marketing officer Tamara Baldanza-Dekker added, "With breathtaking beach views, friendly and anticipatory service and our signature Margaritaville state of mind, Margaritaville Island Reserve is truly the 'mi casa es su casa' experience guests deserve at an inclusive resort." 

Karisma and Margaritaville representatives, who were in New York for the annual NYU International Hospitality Industry Investment Conference, said the brand's laid-back luxury would be seen in amenities such as the rooms' minibars: Guests will receive credit at their resort's sundries shop, which will enable them to customize their bar's selections according to their preference. Guests could also opt to have Frozen Concoction drink machines placed in their room during their stay.

Karisma operates resorts in Latin America, the Caribbean and Europe under several brands, including El Dorado, Generations, Nickelodeon, Azul and Sensatori. Margaritaville's portfolio currently comprises 18 locations.

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