MIAMI—When most people think of Margaritaville they think of sun, sand and relaxation, and the brand is doubling down on that via a new partnership with Karisma Hotels & Resorts to develop a collection of all-inclusive Margaritaville resorts.
“It’s just fantastic—we’re going to be building resorts through the Caribbean and Latin America,” said John Cohlan, CEO of Margaritaville Holdings, in an interview with Hotel Business. Noting that people have a specific picture in mind when they think of Margaritaville—one that usually includes flip-flops—he added, “On the beach is a layup [for Margaritaville]… An important component of a lifestyle brand is cultural; Margaritaville is a synonym for the idea of paradise.”
Cohlan pointed to brands like Sandals, noting that when it first started no one knew the name, but now everyone knows what to associate the resorts with. Margaritaville, he said, doesn’t have that problem since the company has its hands in many different industries—not to mention Jimmy Buffett’s hit song—which gives it instant recognition. “Margaritaville, actually, is about as good a name for this world as you can come up with,” he said.
Margaritaville, an All-Inclusive Experience, by Karisma, will include new resorts built in beachfront destinations throughout the Caribbean. Margaritaville said it expects these to be some of the largest hotel properties in its portfolio.
Designed with the company’s coastal-luxe ethos in mind, top quality food and beverage will also be a focus for the collection. According to the companies, the all-inclusive resort concept will combine Karisma’s service, food and beverage, and knack for personalized experiences and innovation with Margaritaville’s authentic sense of fun and escapism, signature food and beverage concepts, and iconic design elements such as the oversized flip-flop sculpture and Jimmy Buffett memorabilia.
“Our partnership with Margaritaville, an esteemed brand filled with flavor, fun and a likeminded desire to delight travelers with unforgettable vacation experiences, allows us to introduce a collection of new casual luxury resorts set in stunning tropical destinations,” said Mandy Chomat, EVP of sales & marketing at Premier Worldwide Marketing, the exclusive representative of Karisma Hotels & Resorts. “Karisma’s expertise in delivering elevated all-inclusive concepts around the world makes this partnership a perfect fit. With Margaritaville, we look forward to delivering a taste of the good life very soon!”
“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.”