SuperClubs continues rebranding
Published:Friday | September 17, 2010 | 12:00 AM
John Issa's SuperClubs hotel group will monthend re-open its former Hedonism III hotel in Runaway Bay under its new Breezes Superfun marque this month end, as part of a big rebranding of several SuperClubs properties in Jamaica.
Breezes has been among the strongest of the SuperClubs brands, and Issa is apparently keen to leverage that success, but adding the 'Superfun' tag to the title in the freshening up to face a difficult tourism market.
Apart from the 248-room Runaway Bay property, whose formal opening will be on October 14, three other SuperClubs hotels in Jamaica have been pulled under the new Breezes Superfun umbrella.
They are the 210-room Grand Lido Negril Resort & Spa and the 226-room Grand Lido Braco Resort & Spa, which have been renamed, respectively, Breezes Grand Resort & Spa Negril and Breezes Resort & Spa Rio Bueno in 2009.
Additionally, the 350-room Starfish Trelawny was renamed the Super-Inclusive Breezes Resort & Spa, Trelawny.
"The rebranding been very successful and we've had increased occupancies," said Zein Nakash, SuperClubs' vice-president for marketing. "SuperFun has had very good response in the marketplace, and we look forward to it carving it's niche."
Nakaash declined to disclose the cost of this rebranding programme.
In addition to extending the Breezes brand here, SuperClubs recently spent US$4 million to upgrade a 57-room boutique hotel, formerly called Negril Inn, which has become Rooms on the Beach in Negril. It is the second Rooms property in SuperClubs' portfolio.
Meanwhile, SuperClubs recently completed construction of Breezes Buzios Resort & Spa in the state of Rio de Janeiro, Brazil. It joins the 324-room Breezes Costa Do Sauipe in Bahia.
The new hotel features bungalows, guest rooms and suites in 329 separate accommodations, each with private pool access and Jacuzzi wet decks overlooking the sea.