TORONTO — Coconut Bay Beach Resort & Spa and Serenity at Coconut Bay in Saint Lucia are launching a range of new travel advisor incentives, group offers and consumer promotions ahead of the completion of a US$14 million resort-wide renovation this fall.

Speaking with Travelweeek, Natalia Greene, Vice President, Sales & Marketing of the two properties, is in Toronto this week to reinforce the brands’ commitment to the Canadian market and share details of new offerings, as well as major upgrades currently underway.

“We wanted to bring the Canadian trade up to speed,” says Greene. “We have some really important news to share from an upgrade standpoint, but also some exciting new incentives and promotions for travel advisors.”

A $14 MILLION MAKEOVER

By October 2026, Coconut Bay’s extensive renovation project will be complete, resulting in what Greene describes as an entirely refreshed resort experience for returning guests.

“As of October 2026, we’ll have a brand new Coconut Bay,” she said. “Half the resort was completed last year and the other half will be completed this year.”

The renovation project began with the adults-only Harmony Wing, which reopened in October 2025 following a US$7 million overhaul of its 125 guestrooms.

According to Greene, the project went far beyond cosmetic updates.

“These were not facelift renovations,” she said. “We gutted those rooms, took them down to the studs and built them back with new flooring, lighting, electrical, furniture and décor. The biggest change was the bathrooms, which are now modern, contemporary spa-like spaces.”

Additional upgrades included enhancements to the Harmony Wing’s lazy river and pool area, restaurant expansions, refreshed event facilities, new fitness equipment and a brand new Concierge Welcome suite for guests staying in the highest room category in both Harmony and Splash. New room category names were also unveiled to reflect the enhancements: Harmony Junior Suite Tropical View, Harmony Junior Suite Partial Ocean View, Harmony Junior Suite Ocean View and Harmony Junior Suite Concierge Club Level.

This year, the focus shifts to the family-friendly Splash Wing, where all 125 guestrooms are being completely renovated. The work is being completed in phases while the resort remains open.

Upon completion, guests can expect redesigned guestrooms featuring new furnishings, décor, flooring, lighting and fully remodelled bathrooms. New room category names at Splash will be unveiled shortly. 

Coconut Bay, Harmony Concierge Jr. Suite Club Level room

NEW AGENT INCENTIVES

Alongside the renovation news, Coconut Bay and Serenity are introducing several incentives aimed at the Canadian travel trade.

One of the most notable is a new Canada Agent Double Bonus program running from June 1 to Aug. 31, 2026, for travel through June 30, 2027.

In addition to earning commissions of up to 15% on direct bookings, advisors can earn prepaid card rewards of up to $140 per seven-night booking at Coconut Bay and up to $150 per seven-night stay at Serenity. 

Bonuses vary by room category, based on seven-night bookings: $30 for Splash Oceanview; $40 for Splash Premium Oceanview; $50 for Splash Concierge Premium Oceanview; $70 for Splash 2BR Connecting; $30 for Harmony Jr. Suite Partial Oceanview; $45 for Harmony Jr. Suite Oceanview; and $65 for Harmony Concierge Jr. Suite Club Level OV.

“We value the travel advisor community,” says Greene. “The travel agent’s word is their bond and they work hard to qualify their clients and send them to the right place. Because we value those partnerships so much, we continue to invest in rewards, commissions, incentives and group programs.”

The resorts are also promoting a group booking incentive for 2027. Advisors who book a 10-room group can earn a complimentary one-week stay. Groups must be booked by Oct. 31, 2026 to qualify.

Travel advisors can register their bookings and keep track of their commission earnings at www.cbayrewards.com and www.serenityatcoconutbay.com/travelagents. 

EXCLUSIVE ACV OFFERS

Coconut Bay is also partnering with Air Canada Vacations on several exclusive promotions.

Guests booking seven-night stays at Coconut Bay can earn 4,000 Aeroplan points, while seven-night stays at Serenity earn 12,000 Aeroplan points.

For groups travelling in 2027, Air Canada Vacations is offering an eighth passenger free promotion, while families can take advantage of Kids Stay Free offers through Air Canada Vacations packages.

Greene says the promotions are designed to help offset rising travel costs and encourage Canadians to book early.

“We’ve gotten very aggressive with our savings,” she said. “At any time of year, Coconut Bay’s rates are up to 50% to 60% off. The earlier you book, the better. That’s why these early booking offers are so important.”

Noting the rising cost of travel due to increased fuel costs, Greene is reminding travel agents of Air Canada Vacations’ current winter promotion, which includes savings of up to $1,000 for a family of four. This can be matched with Coconut Bay’s savings of up to 50%. “We’re really hoping the two offers together will really incentivize folks,” she says.

Coconut Bay tennis, pickleball and basketball courts

SUPPORTING THE CANADIAN MARKET

Greene said educating advisors about Saint Lucia’s seasonal airlift is another priority during her visit.

Flight schedules from Canada fluctuate throughout the year, with frequencies increasing significantly during the winter season. 

From Toronto, Air Canada flies to Saint Lucia 2x/week from June–Aug. 28; 1x/week from September–Oct. 23; 4x/week from Oct. 25–Nov. 13; and 5x/week from Nov. 15–April 23.

Also from Toronto, WestJet flies to Saint Lucia 2x/week from June–July; 1x/week from August to October; 3x/week from November to Dec. 10; 4x/week from Dec. 13, 2026 to March 27, 2027; and 3x/week from March 28–April 15, 2027.

Despite broader economic uncertainty and higher airfare costs across many markets, Greene remains optimistic about demand from Canada.

“Ticket prices are higher but they’re not priced out of affordability,” she said. “We’re hopeful that the sun and our warm Caribbean hospitality will continue to attract Canadian travellers.”

For Greene, however, the focus remains firmly on the travel advisor community.

“We value the travel agent partnerships and support tremendously,” she said. “That’s why we’re bringing these exclusive offers and incentives to the Canadian trade while also giving them something new and exciting to talk about with their clients.”

For more information, go to www.cbayresort.com and www.serenityatcoconutbay.com.