Secrets St. Lucia Resort & Spa has undergone a transformation costing more than US$90 million, but its Director of Sales and Marketing says the property’s greatest asset is something no redevelopment budget can buy: Saint Lucia’s people.
Just over a year after the former Morgan Bay property reopened as Secrets, Alistair Nelson described the journey as “phenomenal,” crediting the island’s hospitality as central to the visitor experience. “I believe that the greatest asset for the island and for the resort are the people,” Nelson said. “The people, they’re warm, they’re friendly, but most importantly, they’re genuine.”
His comments came as Saint Lucia hosted its inaugural Showcase International, bringing international travel professionals and industry partners to the island for meetings and first-hand experiences of the destination. Secrets was among the local tourism partners involved.
Nelson said the resort’s owners invested more than US$90 million in redeveloping the property, gutting and refurbishing all 355 rooms and upgrading its restaurants, recreational facilities and public spaces. The adults-oriented resort now features nine restaurants, seven bars, three tennis courts and two pickleball courts. Its spa has seven treatment rooms and a full hydrotherapy circuit. Three new bungalow suites offer 180-degree views and private infinity pools, while a new sky deck can accommodate close to 150 people.
Beyond the upgrades, Nelson said the resort’s design and offerings were developed to reflect Saint Lucia and complement its natural surroundings. As he explained, “What we really want to do is really to show the authenticity of the destination.” That approach also shapes how Secrets views its place in an established luxury tourism market.
Nelson acknowledged that other resorts have spent years promoting Saint Lucia internationally. With Secrets still relatively new to the island, he said its ambition extends beyond securing a share of existing business. “For us, we’re adult oriented. However, we’re in the destination to collaborate, not compete,” he said.
The goal, he added, is to help attract greater international attention to Saint Lucia: “We want to amplify the global brand Saint Lucia because it’s a beautiful destination.” Nelson described the resort’s relationship with the Saint Lucia Tourism Authority as a partnership built around showcasing the island’s strongest qualities. He argued that Saint Lucia’s relatively small population does not limit its ability to compete through its people, authenticity and visitor experiences.
For Nelson, the potential benefits of attracting more visitors extend beyond hotel occupancy and resort revenues to the wider economy.
“The more visitors we can attract, the better life we’re all going to have,” he said, adding that Saint Lucians “deserve the best there is.”
