TORONTO — RIU Hotels & Resorts brought a strong message of readiness and support to Toronto last night as the company updated travel advisors on new tools and post-storm recovery efforts in Jamaica. Speaking at a joint RIU and Sunwing VIP trade lunch, Nicole Brown and Niurka Garcia emphasized both the resilience of the destination and the resources now available to help agents sell with confidence.
Brown, Senior Manager, Partner Marketing – Romance and Business Development, told advisors that their role has never been more essential. “There’s never been a better time to be a Travel Advisor in an age of information in AI. Travelers need trusted experts who can maximize their investment and save the one thing they can’t get back – time. And let me elaborate a little more on this,” she said.
A key highlight was the expanded Travel Advisor Handbook, available in both print and digital, which Brown described as a one-stop resource for product knowledge and key selling points. “If you have any question at the moment from your clients like what rooms to book for a family of five, which hotels have swimup rooms, wedding collections, anything you need to know is in the handbook,” she said. “In the handbook, we also have the top reasons to sell Riu. We have multiple hotels around the world and our main concern point is consistency.”
The handbook’s goal, she added, is to streamline the advisor experience and ensure quick access to information that converts inquiries into bookings. Brown noted that the company’s ongoing investment in advisor resources reflects RIU’s commitment to building long-term trade partnerships.
JAMAICA POST-HURRICANE UPDATES
While Brown focused on tools for the trade, Niurka Garcia, Sales Director for Jamaica, addressed the widespread questions surrounding the island following Hurricane Melissa. The storm made landfall on Oct. 28 and is now considered the most devastating in Jamaica’s recorded history.
Garcia detailed the storm’s path, noting its unusual movement and the severe impact on a handful of parishes. “Melissa has been one of the most projected storms we have had, also in the Caribbean. There were hundreds of projections as to what was going to happen,” she said. Originally expected to approach near Kingston, the storm instead shifted west, affecting the southwest region where the land is flat and offers little natural protection. “It entered Jamaica as a category five and it left Jamaica as a category five. It is really the strongest and most devastating storm that we have ever experienced.”
Despite the severity, she said the speed of recovery has been remarkable. Within about a week, key roads were cleared and Montego Bay Airport was able to function by the Saturday after the storm. “To think of the devastation and what has been accomplished within 30 days of the storm is really incredible,” she told advisors.
Most attractions and many hotels are now fully open, including RIU’s properties across Jamaica. Garcia highlighted the efforts of staff who remained on site to care for guests during and after the storm. “We have seven hotels in Jamaica, and we have almost 600 staff who decided to leave their homes and stay at the hotels to be able for us to offer services to the guests who were in house and unable to leave,” she said.
RIU Ocho Rios, the company’s largest Jamaican property with 901 rooms, remained open throughout. With occupancy at 91% at the time, many guests could not depart immediately due to airport closures and logistical challenges. Garcia said the company made the decision to provide complimentary nights for all guests who were stranded until they could depart safely. The resort experienced no structural damage and was able to resume services quickly using generators until full utilities were restored.
Properties in Negril and Montego Bay also fared well, with most repairs completed within days. The resort that sustained the most impact was the new RIU Palace Aquarelle, located near the storm’s centre. The hotel experienced damage to some glass areas in its public spaces but is set to reopen Dec. 15 after cleanup and minor repairs.
Corporate teams from maintenance and operations were deployed immediately from both Jamaica and international offices to support on-the-ground staff. According to Garcia, this rapid response allowed all RIU properties to be operationally ready even before full services were restored across the island.
Garcia closed with an important message about the role of tourism in Jamaica’s recovery. “The best way to help the economy is by visiting Jamaica,” she said. She acknowledged the emotional hesitation some travellers feel when considering a vacation in a recently affected destination but emphasized the economic impact of tourism across local communities. “The quicker we fill the hotels, the quicker we get people to go out and visit the attractions, the quicker that economy is going to start moving. This is the time. We are doing everything in our power to make sure that every single client who chooses to come during this season has a great time.”
Lead image: From l-r: Alan Lizárraga, BDM Toronto; Niurka García, Sales Director Jamaica; Nicole Brown, Sr. Manager Business Development; Derrick Marten, Sales Manager Bahamas and Aruba; Martina Peuser, Sr. Manager Sales Mexican Pacific; Yvonne Bauer, Sales Manager Los Cabos
