Nestled in the hills of Port Antonio, Portland, Jamaica Palace Hotel hopes to set itself apart from the competition by incorporating the services of an all-inclusive destination by March 2017.

It’s a decision that should result in a 25 per cent increase in profit as the company looks to exploit tourism opportunities from the North American and European markets, according to front desk manager of the hotel, Joy Savizon.

“We are looking to have this all-inclusive concept incorporated in our current service in the next three to six months. We believe that the concept will start slowly since we would be the first to offer all-inclusive services on this side of the island but by the first six months to a year expectations are that we will generate at least a 25 per cent increase in revenue,” Savizon told the

Jamaica Observer during a tour of the hotel on Thursday.

She added that the decision to convert to all-inclusive services was based on continuous requests by international and local customers.

Given the growing competition in the all-inclusive markets, hoteliers moving into the concept seek to sell itself based on the basis of unlimited premium brand drinks with meals throughout the day and night, buffets, customer service as well as entertainment.

The growth of all-inclusive hotels in Jamaica was stimulated by both demand and supply factors with Sandals Resorts International being one of the earliest movers. Scholars in tourism management notes that because all drinks, activities and entertainment are included in most of the all-inclusive packages, customers believe they are receiving good value for money. Most notably is the fact that tourists like the idea of paying one price and not having to worry about the extras they will have to pay.

“When you go all-inclusive you have guests that will stay for at least a week. This would create a steady stream of income and if we realise that this is one of the ways going forward and we put effort into getting that market in we are going to have a continued influx of these types of guests,” Savizon told the Sunday Finance.

She explained that Jamaica Palace will be working closely with the Heart Trust NTA over the next few months in recruiting staff to manage its increased guest arrivals.

“Based on our marketing efforts we are looking to increase staffing because it means that we would be converting to a 24-hour service. We decided to partner heavily with the Heart Trust NTA because the institution provides training to young individuals and employing students out of school will also help us. It would be a win-win situation,” she said.

The initiative is also expected to positively impact employment numbers, small farmers and business owners in Portland.

Stretched across five acres of land, Jamaica Palace currently employs 45 people, most of whom reside in surrounding communities in Portland. The hotel consists of 80 rooms and suites and usually enjoys full occupancy during the holiday periods and the winter season.

Located within walking distance to private coves and beaches in Port Antonio, Jamaica Palace has been operating for 28 years and has seen gradual increase in customers over the years.

“We have an equal mix of international and local guests at our hotel. Many of the local guests are business-related visitors, so when companies are sending employees on assignments in Portland this is one of the main hotels that they will stay,” the manager said.

Jamaica Palace markets mainly through online travel agents such as Trip Advisor. Savizon noted that the hotel is now in discussions with other agents as it seeks to tap into the North American and European markets.

“We can’t call any names yet but we are looking at a few leads to make the all-inclusive hotel a reality. Up to this point we are in discussions with entities we could partner with to get those tourists in — but we are not ruling out the local market. Many Jamaicans are also seeking all-inclusive hotels from this end of the island,” she said.