The Spanish investors behind the adults-only Excellence Oyster Bay (where we’ve stayed a number of times) are preparing a sweeping expansion of their footprint in Jamaica, with plans to triple the resort’s room count over the next decade and add multiple new hotels along the island’s north coast corridor.
The move marks one of the most significant long-term development commitments currently on the books for Jamaica’s luxury all-inclusive sector.
Tourism Minister Edmund Bartlett announced the expansion plans following a tour of the 300-room resort just outside of Falmouth and private meetings with ownership. He said the broader vision includes additional hotels that would bring roughly 2,000 new rooms into the area over the next 10 years.
The first phase begins immediately.
Beach Bungalows Expansion Underway
The near-term focus is on expanding the resort’s highly sought-after Beach Bungalows, with a major increase targeted for completion by the end of 2026.
Separately, the development plan calls for 50 additional rooms and 45 new private villas to open by the end of this year on the 200-acre property, representing a further $25 million investment.
The new villas will offer 24-hour guest services and private butler service. Each will include a private swimming pool, dedicated beach area, kayaks and a stocked minibar — an ultra-luxury positioning that continues Excellence’s focus on high-end, experiential stays.
“It’s another step for us and for Jamaica,” said Antonio de Montaner, Chief Executive Officer of Excellence. “To do this, we’re going to need good employees, which we already have, but we’re going to train more of them.”
Four More Hotels Planned
Beyond the immediate build-out at Excellence Oyster Bay, Minister Bartlett revealed that the Spanish investors intend to add four more hotels in the area over the next decade, collectively contributing about 2,000 rooms to Jamaica’s inventory.
The north coast corridor — stretching through Montego Bay, Falmouth and beyond — has become one of the island’s most active development zones, with continued luxury investment targeting beachfront acreage and large-scale all-inclusive concepts.
The Excellence project signals sustained confidence in the destination, particularly in the premium adults-only and villa-driven segments.
Worker Housing and Training Commitments
A notable component of the expansion is a parallel investment in workforce development and staff housing.
Minister Bartlett emphasized that discussions with the investors focused heavily on training and capacity-building for Jamaican workers, positioning hospitality employment as a global career pathway.
“We had a strong discussion about training and developing the capacity of our workers, not just to offer better service but to increase their credentials so that they can offer their services not only in Jamaica, but anywhere in the world as professionals,” Bartlett said.
As part of that effort, an existing office complex is being retrofitted into 60 staff rooms by the end of this year at a cost of approximately $8 million. The staff accommodation will expand in phases as the resort grows and employment numbers increase. Plans also include a dedicated playfield and social amenities for employees.
The investors have also committed to eventually appointing a Jamaican general manager to lead the property.
De Montaner underscored the company’s workforce-first philosophy.
“The most important thing for Excellence, not just here but everywhere in the world, is the employees; they have to be comfortable; they have to be in a good place,” he said, adding that even the finest hotels depend on well-trained teams.
Post-Hurricane Recovery and Performance
The expansion comes after a rapid recovery from Hurricane Melissa, which caused approximately $50 million in damage to the property.
Excellence Oyster Bay reopened within six weeks of the storm. According to de Montaner, staff members remained employed during the recovery period.
The hotel is currently operating at over 60 percent occupancy and reporting a 42 percent repeat guest rate, figures that suggest strong brand loyalty in the post-reopening phase.
“We are so proud to be here in Jamaica; we are in paradise,” de Montaner said. “Jamaica is something amazing, and we have to make it more and more amazing, and people have to know Jamaica.”
He also expressed appreciation to the Jamaican government for its support during the recovery and rebuilding process.
A New Family Brand on the Horizon
While Excellence Oyster Bay remains an adults-only property, the company signaled a shift toward broader market segmentation later in the decade.
By late 2028 or early 2029, the group intends to introduce its family-oriented Finest brand to Jamaica, marking the company’s entry into the multigenerational luxury all-inclusive space on the island.
The brand expansion would further diversify Jamaica’s north coast lodging product, adding a new tier to the region’s increasingly competitive upscale segment.
With immediate villa additions, an expanded bungalow program, staff housing investments and a decade-long pipeline of new hotels, the Spanish-backed Excellence group is positioning itself as one of the more ambitious long-term investors in Jamaica’s tourism landscape
Caitlin Sullivan
2026-03-01 02:49:00