Carlisle Bay, Antigua: A Missed Opportunity in the Land of 365 Beaches

In May 2024, I found myself planning a getaway to the Caribbean, drawn by the promise of sun and sand and the serendipity of a mileage redemption ticket on British Airways from London to Antigua. The allure of Antigua was irresistible, an island boasting 365 beaches, one for each day of the year. Who could resist the prospect of exploring such a place? With the ticket secured, it was time to choose a hotel, and I knew the decision would shape our entire experience.

The Temptation of Jumby Bay Island

My research into Antigua's best hotels led me to the esteemed Jumby Bay Island, a property managed by the Oetker Collection. Given my past experiences with their impeccable standards at The Lanesborough in London and Le Bristol in Paris, I knew Jumby Bay would offer unparalleled luxury. Their resorts, like Eden Rock in St Barths and Hotel du Cap-Eden-Roc in Antibes, are world-class, so I was confident that Jumby Bay would deliver an extraordinary experience. Plus, visiting in May during the shoulder season promised more reasonable rates. However, the prices were still steep, with rooms starting at $3,500 per night.

A Difficult Decision: Exploring Antigua vs. Island Seclusion

Jumby Bay sits on its private island, a tempting oasis of seclusion and luxury. However, the very thing that made it appealing, its isolation, was also its drawback. I was torn. Staying at Jumby Bay meant possibly missing out on exploring Antigua's diverse offerings, including its famous 365 beaches. This dilemma gnawed at me for weeks before I ultimately decided to stay on the mainland. I wanted to experience more of Antigua, and while I missed out on Jumby Bay, I thought this decision would allow us to explore the island more freely.

This decision highlights a common dilemma in luxury travel, choosing between the comfort of a secluded retreat and the freedom to explore a destination more fully. In our work with Customer Experience Consulting, I often advise clients on how to strike the right balance in their offerings, ensuring that guests can enjoy both seclusion and easy access to local attractions.

Carlisle Bay: A Decent Choice, But…

After extensive research, we settled on Carlisle Bay, which appeared friendly enough on paper, spacious rooms with sea views, private beaches, two restaurants, and a location close to other beaches. The photos promised a serene and luxurious retreat, so we booked it for three nights. However, upon arrival, the reality didn't quite match the brochure.

Carlisle Bay, while not terrible, clearly needed an update. I mean the hotel is still using red color furniture in the Caribbean!! The property felt outdated, and the overall experience needed to be more essential. The rooms were spacious, but the décor and amenities were far from luxurious. The service was average, neither remarkable nor terrible, but certainly not what one would expect from a top-tier Caribbean resort. Though boasting white sands and calm waters, the beach was also underwhelming. We swam there for a few hours but quickly found ourselves venturing out to other beaches. One of the most stunning beaches, Darkwood Beach, was just a five-minute drive away, and we found ourselves gravitating there more often.

From a Branding and Marketing Consulting perspective, maintaining up-to-date and culturally appropriate design elements is crucial for creating a memorable guest experience. The outdated furnishings and average service at Carlisle Bay suggest a need for a refreshed brand strategy that better reflects the expectations of luxury travelers in the Caribbean.

Exploring Antigua: Beaches, Beauty, and Hospitality

Antigua is beautiful, more significant than most Caribbean islands I've visited, and charming. The people are welcoming, and the island has that quintessential laid-back Caribbean feel. With so many beaches to explore, seeing it all in just a few days is impossible. Antigua offers a mix of secluded spots and well-serviced beaches, each appealing. Darkwood Beach quickly became a favourite on the island's west side, a perfect place with pristine waters and breathtaking views. The island's numerous beachfront clubs are another highlight, each offering a front-row seat to the stunning coastline

In our Concept Creation work, we emphasize the importance of integrating local culture and experiences into the guest journey. Antigua's charm lies in its diverse beaches and vibrant local hospitality, elements that should be seamlessly woven into the fabric of any hotel or resort on the island. Unfortunately, Carlisle Bay missed the mark by not fully capitalizing on the island’s unique offerings.

Disappointing Dining and Slow Service

However, the food was one area where Antigua, and Carlisle Bay in particular, didn't shine. Throughout the island, I found the cuisine less than inspiring, and Carlisle Bay was no exception. The room service could have been faster, and the quality didn't meet expectations. This problem seemed to extend to the resort's overall service, whether at the beach or in the room, everything took ages to arrive.

Dining is a critical component of the guest experience, and slow service can significantly detract from a luxury stay. Through Customer Experience Consulting, I help hotels refine their service delivery to ensure that every touchpoint, from dining to room service, is executed with efficiency and excellence.

Final Thoughts: Regret and Reflection

Would I return to Antigua? Probably, but next time, I'd likely choose Jumby Bay. I don't regret staying on the mainland this time because it allowed me to explore the island but I regret not visiting Barbuda but there is always next time. Still, a stay at Jumby Bay would have offered a more seamless and luxurious experience. Carlisle Bay was decent enough, but in a place as beautiful as Antigua, "decent enough" feels like a missed opportunity. Sometimes, it's worth splurging for that extra luxury, especially when surrounded by so much natural beauty.

In the competitive landscape of luxury travel, properties like Carlisle Bay must continuously evolve to meet the high expectations of their guests. Through Branding and Marketing Consulting and Concept Creation, hotels can reimagine their offerings and ensure they deliver the exceptional experiences that today’s travelers seek.

Would you choose a secluded luxury resort on a private island or prefer to stay on the mainland to explore more? Have you been to Antigua or stayed at Jumby Bay? Share your thoughts and experiences in the comments!

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