Could you give us an overview of the tourism sector in Saint-Barthélemy and the opportunities and challenges you're seeing?
We observed an increase in hotel guest arrivals to St. Barth's during the first half of the year, and there is much to be optimistic about. Expedia recently reported that travelers are now seeking less-crowded destinations, so islands like St. Barth, which are low-density, are going to be increasingly attractive. On top of that, getting to St. Barth is becoming easier – we’ve seen a 30% increase in seating capacity this year due to expanded flight routes. This is great news for savvy travelers who can take advantage of improved accessibility before the crowds catch up. For our resort, located on a private 18-acre peninsula, this trend is very much aligned with our target demographic. We see great potential in developing creative ways to attract guests who prioritize privacy.
Can you tell us more about Rosewood Le Guanahani St. Barth and what makes it special?
We describe Rosewood Le Guanahani St. Barth as an “18-acre private oasis where breathtaking natural beauty meets understated coastal elegance and warm and welcoming hospitality.” Our design and services are carefully crafted to exist in harmony with the island’s natural surroundings, while also immersing our guests in the local culture. As part of the Rosewood Hotels & Resorts family, we put service at the forefront of everything we do.Our resort offers 66 accommodations, including 29 rooms, 28 suites, and 9 signature suites, all free-standing to maintain a private, residential feel. Our design draws inspiration from the vibrant island setting. For dining, Beach House St. Barth is our signature restaurant, serving a Mediterranean-inspired menu focused on freshness, complemented by fine wines, barrel-aged cocktails, and vintage spirits.We also have Sense, A Rosewood Spa, a spacious sanctuary offering treatments that use the island’s natural resources. Many of our guests prioritize wellness, so we help them incorporate this into various aspects of their stay.As the only full-service resort on the island, we offer a wide range of activities and services, from snorkeling and kayaking to guided hikes and island explorations. We really pride ourselves on embodying Rosewood’s “Sense of Place” philosophy.
What kind of clientele do you typically cater to?
We cater to a wide variety of guests, always striving to create bespoke stays tailored to individual needs. For couples, we offer romantic dining experiences and luxurious seclusion. For families, our Rosewood Explorers program offers engaging activities for all ages. Our suites are perfect for multi-generational families or groups of friends, and we can tailor activities for groups of all sizes.We’re also a popular destination for celebrations. Our event specialists help create some of the region’s most breathtaking weddings, offering a mix of European elegance and warm Caribbean hospitality. Whether it's a feet-in-the-sand ceremony or a glamorous dinner, we pride ourselves on providing a unique experience for every couple.
Can you tell us a bit about what you’ve been doing recently to engage with your guests?
One of the things we did recently was create a special cocktail called "Medusa." The idea was to use local ingredients, and the glass itself was beautifully designed to resemble Medusa. We even used ocean rocks, which, when boiled, add a unique twist to the drink. We sold the cocktail for 25 euros, and 5 euros from each drink was set aside for charity. By the end of the promotion, we raised nearly 2000 euros, which was donated to a local association focused on coral reef protection. We’ve now made this part of a year-long program, with a new cocktail every three months, always using local ingredients and telling the story behind them. Guests appreciate learning something new, and the charity component really resonates with them. It’s been a great success!
You mentioned before that the industry has shifted from selling a product to creating an experience. Can you elaborate on that?
Yes, it’s really about tapping into emotions and creating memorable experiences. We offer cocktail classes that use local ingredients, allowing guests to learn something they can take home. We’ve shifted our approach to focus on experiences that not only provide enjoyment but also leave guests with a deeper understanding of the local culture. The goal is for guests to leave feeling like they’ve gained something from their stay beyond just having a good time.
How do you ensure your employees embody this approach?
We’ve built a culture that focuses on personal connections. During the off-season, we train new employees intensively for three weeks, emphasizing Rosewood's values, the hotel's mission, and how we want our staff to connect with guests. It’s about creating a family-like atmosphere where everyone feels confident to be themselves. This approach not only helps our employees provide better service but also creates a better experience for our guests.
How do you maintain such high standards of service, especially with such a large team?
We focus on building a strong foundation of values that everyone can align with. We’ve had employees here for over 30 years, and we continue to bring in new team members, ensuring they fit well into the culture. Our staff is passionate about the work they do, and that passion is felt by our guests. It's this balance of experienced employees and fresh talent that helps us maintain our high standards. It’s all about the human connection, which remains at the heart of what we do.
How does sustainability fit into the experience at Rosewood Le Guanahani?
Sustainability is at the heart of everything we do. We are committed to protecting the environment, ecosystem, and culture of this beautiful island. Our renovation included not only aesthetic upgrades but also the integration of sustainable technology, materials, and practices to help preserve the local community.We also engage in community-driven initiatives. For example, through our rotating selection of specialty cocktails, we donate a portion of each sale to local causes that align with our values. For World Oceans Day, we created two special aperitifs, with 5 euros from each cocktail sale going to the INE (Island Nature St Barth Experiences), an organization dedicated to protecting and preserving the quality of life on St. Barth through environmental protection.
What would you say to readers who are considering Saint-Barthélemy as a luxury destination?
St. Barth offers the best of many worlds: a rich culture blending Caribbean and French influences, world-class restaurants, and unique shopping experiences. There’s a sophisticated yet vibrant energy here that guests can feel as soon as they arrive. Whether you're seeking relaxation, adventure, or a bit of both, St. Barth provides a truly luxurious and memorable experience.
