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“I sell escapism,” Jimmy Buffett once said.
This credo from Buffett — a triple-threat musician, writer and businessman — makes him the perfect candidate to partner with a visionary resort company. And that’s exactly what has happened, with Karisma Hotels & Resorts teaming up with Buffet’s company, Margaritaville, to launch Margaritaville, an All-Inclusive Experience, by Karisma.
“We expect Margaritaville, an All-Inclusive Experience, by Karisma to be most popular among families and couples,” said Mandy Chomat, executive vice president of sales and marketing at Premier Worldwide Marketing, the exclusive representative of Karisma Hotels & Resorts. “Karisma and Margaritaville both have fans that span from the younger generations to baby boomers and who appreciate authentic travel experiences and the songs and fun of Jimmy Buffett.”
Margaritaville, an All-Inclusive Experience, by Karisma will be inspired by Buffett’s lyrics and carefree lifestyle. The new brand will offer “casual luxury” and combine Karisma’s renowned resort experience with Margaritaville’s sense of fun and escapism. Guests can expect to see iconic design elements including an oversized flip-flop sculpture and Jimmy Buffett memorabilia, in addition to signature food and beverage concepts.
Chomat shared that Karisma is considering Caribbean destinations for the new brand, including Jamaica, Antigua, the Bahamas and the Dominican Republic. Though the location of the first property has not yet been announced, there are plans to break ground this year.
The Margaritaville, an All-Inclusive Experience, by Karisma will undoubtedly appeal to Buffett’s loyal fan base of Parrotheads who bring enthusiasm to the singer’s various undertakings, from live concerts to themed restaurants. Margaritaville opened its first restaurant in 1987 in Key West, Fla., and since the late ‘80s, the company has added a variety of tourism and leisure-related companies, including a range of Buffet-themed bars and restaurants. One of the latest openings was Margaritaville Beach Resort Grand Cayman in the Cayman Islands.
What will most likely make the partnership between Karisma and Margaritaville so attractive, especially to agents, is the all-inclusive component. Over the last decade or so, a line in the sand has been drawn when it comes to the quality of dining at all-inclusive resorts. While there are still brands offering all buffet, all the time, other companies — such as Sandals Resorts, AMResorts and Karisma — have elevated the experience with a la carte options, international cuisine and partnerships with winemakers. Karisma’s Gourmet Inclusive Experience is the brand’s take on putting fine dining front and center in the resort experience.
“We are excited to team up with Karisma Hotels & Resorts to create a resort product that will deliver carefree vacation experiences in some of the most beautiful places in the world,” said Tamara Baldanza-Dekker, chief marketing officer for Margaritaville. “Karisma, like Margaritaville, puts the guest experience and employee culture above all else. With these common values, and our shared commitment for first-class service and exceptional amenities in a fun, relaxed environment, our partnership with Karisma is a match made in paradise.”
Karisma will be offering travel agent fam trips as soon as it launches the first Margaritaville, an All-Inclusive Experience, by Karisma property. The company will also be including information about the new brand during breakfast seminars held throughout the U.S.