Omar Perez
Is there a South Beach on the south coast of Barbados? The answer is no, but for years the existence of the South Beach Hotel there may have confused some travelers when they were searching for hotels in Miami Beach's famed getaway destination.
Patricia Affonso Dass, CEO of the family-owned Ocean Hotels Barbados group, sensed that a rebrand was needed for the 49-room boutique hotel, not to mention a redesign. So last week, The Rockley opened near Bridgetown.
In addition to the somewhat confusing name, the hotel also had a Miami Beach vibe, so the redesign was done with the idea of delivering a higher element of native authenticity. This has been done by presenting the works of local artists in the lobby and a mural showcasing Bajan symbols including sheep, chickens and dominoes, as well as adding some Bajan phrases to in-room items like pillows and toiletries.
"The whole idea is kind of this perky, fun take on the destination," Dass said. "It really helps guests feel that they're in and connected to the destination."
The Rockley has two room options: junior suites with kitchenettes or 700-square-foot, one-bedroom suites with full kitchens and separate living areas. The renovation also introduced an outdoor covered bar area that projects a "trendy beach vibe" and will offer daily and nightly entertainment. The hotel also renovated areas such as reception, communal spaces and the pool deck.
Promoting local flavors
The Rockley has one restaurant that serves breakfast and all-day menu
items, and will serve dinner later this year. But in an effort to further embrace its environment, the hotel is introducing a Dine and Sign program that enables guests to visit off-site partner restaurants and charge their meals and drinks back to their rooms. So far the hotel, near the popular Saint Lawrence Gap district known for its nightlife and dining options, has two participating restaurants -- Naru Restaurant and Tapas Barbados. But it is busy building additional partnerships.
"I'm a big foodie, and I think that the most amazing way to experience any destination is by getting out of your hotel," said Dass, a one-time president of the Caribbean Hotel and Tourism Association.
"Just because [a resort is] all-inclusive doesn't mean that you cannot leave. It's not a 'Hotel California' type of situation," she said, making a joking reference to the Eagles hit song from the 1970s ("You can check out anytime you like, but you can never leave").
Rockley guests can also
purchase discounted meal passes for its Ocean Hotels Barbados sister hotels, the Sea Breeze Beach
House and the O2 Beach Club & Spa.
In part to draw more attention to the new resort and its existing ones, Ocean Hotels Barbados set up a Facebook group page for travel advisors that, in addition to offering resort information gives advisors social media content that they can use and share on their own Facebook pages.
Room rates start at $250 and include breakfast. Ocean Hotels Barbados offers 12% commission and award points when advisors log bookings on its OceanHotelsRewards website.