VIP Attractions Investing US$5m to Bolster Hospitality Experience at Jamaica’s Major Airports

Globally-renowned airport concierge and lounge service company, VIP Attractions is poised to invest US$5 million into its local operations.

The multi-award winning entity, which was established in 2011, has been engaged in transforming the traveller/visitor hospitality experience at the Norman Manley International Airport (NMIA) in Kingston and Sangster International Airport (SIA) in Montego Bay, since commencing operations at both locations.

VIP Attractions Director, Carlos Moleon, says US$4 million is earmarked for the SIA and $US1million for NMIA.

He points out that the investments are aimed at bolstering the entity’s capacity to serve the growing number of tourists flocking to Jamaica through both gateways.

These increased arrivals have resulted in the number of visitors travelling to Jamaica recently surpassing pre-COVID-19 levels.

“VIP Attractions prides itself on delivering a seamless experience for travellers, focusing on making arrivals and departures smooth and hassle-free. We want to ensure that every visitor feels welcome, from the moment they step off the plane,” Mr. Moleon declares.

He adds that, “our services not only ease the travel experience, especially during long delays and potentially long lines in customs and immigration, but also enhance the overall impression of Jamaica.”

Mr. Moleon says the plan, as part of the airport expansion exercise, and which should run between now and early 2025, is to improve and refurbish the company’s corporate building and training room facilities, among other amenities.

“We have about 12,000-14,000 square feet that we’re going to refurbish. So we must change all the furniture, flooring, ceilings, everything. We have a concession, and like any other concession, it has a limit. But we work very closely with both airports and the Government, [and] we know that they are very happy with what we are doing.

“And it’s not that they are very happy only with the money or the taxes, but the service is very good. People are happy about the service we are and have been providing. Visitor numbers are exceeding our expectations, and it’s clear that the appetite for Jamaica as a travel destination is stronger than ever,” he points out.

The proposed US$5 million investment will represent a significant turnaround in VIP Attractions’ fortunes from near collapse, following a tumultuous period in 2013, through strategic changes and an unwavering belief in the potential of Jamaica’s tourism industry.

Mr. Moleon attributes the company’s resurgence to a renewed strategy focused on further enhancing the visitor experience.

“We were losing… money… we had no clients. So we had to decide what to do with the business after investing… my partner, David Hall, and I… about $US2 million. So we had to think about how to bring this up, and that’s when we were advised to revert to a new strategy,” he says.

Mr. Moleon credits the strategic switch to advice his company received from Chukka Caribbean Adventures Chief Executive Officer (CEO), Marc Melville, “who basically told us to become a tourist attraction… to market the lounge as a tourist attraction.”

“We followed the advice and got into an arrangement with the Government to do meet and greet services, which became huge. We became an attraction for Jamaica… [and] started showcasing Jamaica from the point of arrival. From Prime Ministers to Governors… we started to attract… as well as do a whole cultural exposition in the VIP lounges at both airports,” he adds.

“Imagine stepping into an airport lounge that feels less like a waiting area and more like a luxurious retreat – a ‘social club meets a first-class’ entertainment venue, complete with a stylish bar. This is precisely the experience offered by Jamaica’s VIP Attractions, which has set a new standard for airport lounges with its acclaimed brands, Club MoBay and Club Kingston,” Mr. Moleon further explains.

VIP Attractions’ commitment to exceptional service and an immersive cultural experience has earned the company numerous awards for its innovative approach to airport hospitality.

“An ideal airport lounge should be a sanctuary for travellers, providing comfort, entertainment and a taste of local culture. We strive to create an environment where patrons can relax and enjoy the best of Jamaican hospitality,” Mr. Moleon says.

He notes the company’s recognition of, “the need to adapt and innovate”, adding that, “our commitment to providing quality service has allowed us to, not just survive, but thrive in a competitive landscape.”

The Director says with business flourishing, VIP Attractions is setting its sights beyond Jamaica.

He informs that the company is contemplating expansion into other Caribbean islands and even further afield, as it looks to replicate its successful model executed in Jamaica.

Mr. Moleon says this goal reflects a broader regional trend, as tourism rebounds and countries seek to capitalise on pent-up demand for travel.

He points out that as the company prepares to implement its investment plans, the optimism surrounding Jamaica’s tourism industry is palpable and stakeholders are hopeful that, with continued support and investment, the sector will continue to flourish in the years to come.