Q&A: Inside Blue Diamond Resorts' 15-Year Journey in All-Inclusive Hospitality

Skift

7 days ago

Fifteen years in, Blue Diamond Resorts is betting on experience, technology, personalization, and global expansion to shape the next phase of all-inclusive travel.
This sponsored content was created in collaboration with a Skift partner.
As Blue Diamond Resorts celebrates its 15th anniversary this year, the company continues to reshape the hospitality landscape. What began as a calculated bet on a more modern, tech-forward model for the all-inclusive category has matured into a portfolio that helped reset what travelers have come to expect within the segment.
Over the years, Blue Diamond Resorts has built its growth around reading shifts in traveler behavior and being willing to challenge long-standing industry norms. The company introduced features like RFID bracelets for room entry, smart TVs, and resort apps long before such technology became standard across the market. These early moves broke from the cookie-cutter resort experience and paved the way for a more connected approach to the all-inclusive experience.
SkiftX spoke with Jordi Pelfort, president of Blue Diamond Resorts, to discuss how the company's 15-year journey has shaped its growth strategy, brand evolution, and long-term view of where the all-inclusive category is headed, including the launch of its new adults-only concept, Royalton Vessence.
Jordi Pelfort, president of Blue Diamond Resorts
SkiftX: Looking back over the past 15 years, what are some key lessons or takeaways the company has learned?
Jordi Pelfort: One of the biggest lessons we've learned is how important it is to stay nimble. The industry is always evolving, and guest expectations are higher than ever, so being able to adapt, innovate, and deliver exceptional service consistently has been key to our growth. We started as a challenger brand and are now one of the fastest-growing resort brands in Mexico and the Caribbean. That didn't happen by accident. It happened because we listened, we learned, and we never settled.
How has Blue Diamond responded to the changes in traveler expectations over the years?
We're seeing a growing demand for personalization and meaningful travel. People want experiences that connect them to the place, culture, and even to themselves. As a response, we've created more customizable offerings across our properties through our dining, wellness programming, and in-room experiences. We've also introduced more immersive activities, locally inspired design, and wellness offerings that go deeper than a spa treatment.
Technology has also played an enormous role. Guests expect seamless, intuitive service, so we've integrated smart tools and digital conveniences, but not in a way that replaces human service. In the end, we're not just in the hotel business. We're in the business of creating moments that stay with people long after they've left.
What's the current structure of Blue Diamond Resorts' portfolio, and what distinguishes each brand?
One of our portfolio's strengths is that it speaks to different traveler needs through diverse brands. Royalton Luxury Resorts is our flagship. It's where guests of all ages can enjoy upscale amenities, modern design, fitness centers, full service spas, and thoughtful touches like reservation-free dining and DreamBeds, our exclusive handcrafted mattresses. Guests will find water parks, bowling alleys, trampolines, laser tag, and wine tastings — something for everyone.
Hideaway at Royalton, a resort within a resort, is adults-only, peaceful, and focused on relaxation and rekindling, while Royalton CHIC Resorts is a bit more vibrant. It's for adults who want a social, high-energy atmosphere, with services like CBD or tequila-infused massages and lively rooftop bars with ocean views.
Mystique by Royalton is more boutique and intimate, for guests who want something smaller and more local, and Planet Hollywood brings in the pop culture angle, including movie memorabilia, entertainment, FlowRider surf machines, lazy rivers, and movie theaters. You can be 25 or 55 and still enjoy it.
And now with our newest brand, Royalton Vessence, we're adding something entirely different for adults who want more mindful, enriching experiences.
What inspired the development of Royalton Vessence, and how does it fit into the portfolio?
The idea for Royalton Vessence came from seeing a gap in the market. We already had Hideaway for rekindling and Royalton CHIC for the party atmosphere, but we didn't have a standalone adults-only brand that focused on mindfulness and well-being without being a wellness retreat in the strict yoga sense.
When we researched what adults wanted from their vacations, we saw that many were looking for life-enriching experiences. Not just sunbathing, but connecting with the place and the people. So, we designed Royalton Vessence to give guests meaningful moments. This includes cooking classes, art workshops, live music, rotating art exhibitions, and even digital detox dinners where guests can lock away their phones during dinner to be more present.
The space features small, thoughtful touches, such as beach bags that guests can get local artists to paint as personalized souvenirs, and local liquors placed in their rooms as a little toast to start the trip. The brand even offers late-night swimming with live music. Each Royalton Vessence will reflect the culture of its location, so no two will feel the same.
We're proud to launch Royalton Vessence in Barbados, and plans are already underway to expand this soulful new brand to additional destinations in the near future.
In what ways does Blue Diamond Resorts' approach differ from competitors in this space?
This year marks our 15th anniversary, a moment to reflect on how it all began. Back then, we knew we were the newcomers in a well-established industry. But we also knew we had to think differently. From day one, we embraced bold ideas and took smart risks. We were among the first resorts in the all-inclusive space to introduce RFID bracelets as room keys, and it's standard across the industry now. We've introduced butler service in our Diamond Club Suites, built some of the largest water parks in the Caribbean, and developed experiences tied to local culture.
However, we never do things just to say we did them — it's always about staying fresh for our guests. That's what keeps us modern but not trendy. We don't chase what's hot for the sake of it. We listen carefully to guests, our teams, and our partners and evolve with intention. It's about building something that feels authentic and relevant and will stand the test of time.
How have the overwater bungalows added to the overall guest experience?
Most people used to associate overwater bungalows with the Maldives or Bora Bora, but we wanted to bring that level of exclusivity and dreamlike experience to the Caribbean, much closer to our core markets in North America. The bungalows offer privacy, direct sea access, glass floors, private plunge pools, butler service — the full luxury experience. We recognized early on that travelers wanted this kind of accommodation without having to fly halfway around the world. This is part of our broader philosophy: identifying what guests dream about and finding a way to deliver it in our destinations, while still staying true to our brand.
What can you tell us about Blue Diamond Resorts' sustainability programs?
We don't treat sustainability as an afterthought — it's part of everything we do. To celebrate our anniversary, we launched the "15 Years of Caring" campaign, which includes 15 acts of positive change across the communities where we operate. These include reforestation projects, planting one tree for every year of existence, beach cleanups, donation drives, and education programs.
We're also working behind the scenes to reduce single-use plastics, improve energy efficiency, and source food locally whenever possible. Many of our resorts use local seasonal ingredients, which helps both the environment and local farmers. We're building the newer resorts with smart systems for water and energy use, and our teams are trained on best practices for resource conservation.
Guests can also get involved in small ways. For example, we have the Sea Turtle Conservation program where guests can watch hatchings at certain times of year, and host events such as Global Wellness Day, where guests participate in mangrove cleanups and other projects. We know there's always more work to do, but sustainability will continue to be a big part of how we operate.
Looking ahead, where do you see the biggest opportunities for growth?
The biggest opportunities are about evolving with what travelers look for. That means expanding our wellness and lifestyle programming, introducing more tech to customize every part of the guest journey, and using data smartly to improve service, from digital check-ins to AI-driven personalization. Geographically, we're considering expanding into new international markets that fit our DNA, such as Europe, the United States, and South America.
Our partnerships also give us new ways to grow. Of course, sustainability and community impact will remain central. Guests care about how their travel impacts the places they visit, and we take that responsibility very seriously. If we keep delivering meaningful experiences that feel personal and relevant, while growing responsibly, we'll continue to lead this next chapter of the all-inclusive category.
To learn more about Blue Diamond Resorts, click here.
This content was created collaboratively by ​​Blue Diamond Resorts and Skift's branded content studio, SkiftX.