Zoetry Montego Bay (Zoetry), a luxury boutique resort and part of the Hyatt Inclusive Collection of Hotels, opened seven years ago at Rose Hall in St James. And despite being a foreign-owned hotel, Zoetry has built itself around promoting the unique Jamaican cultural identity.

“The biggest thing out of this entire experience that we can give every single guest are the words ‘genuine Jamaican warmth and hospitality’,” affirmed Nadia Brown, Zoetry’s general manager. “Because we want to show that love and care that we as Jamaicans have instinctively for hospitality.”

This local objective is in line with the broader concept of the brand that extends beyond Jamaica to Latin America, the Caribbean, and Europe where each hotel offers a boutique-level experience emphasising personalised service and an authentic connection with guests.

It is for the wellness traveller,” Brown emphasised. “It’s also for those people who are looking for a different experience in an all-inclusive, on a higher level, a boutique level. “I’m not saying that larger hotels can’t do it because I’ve been in larger hotels before, working in management, and we always try to do that with all the guests, but in a boutique hotel, it’s even more important to have that connection.”

For the 49-suite Zoetry hotel this includes a meticulously crafted welcome experience where guests are greeted with the words “Welcome home” and treated to various creature comforts on arrival; efficient and flexible check-in service that accommodates guests as soon as their rooms are ready; and the assignment of personal butlers to each suite in the hotel ensuring a high level of individualised attention and service throughout the guests’ stay.

But all of this is just the foundation on which the guests’ Jamaican experience is built.

“We bring everything together that we expose the guests to for the entire week,” the general manager explained. “We have interactive programmes with the vendors, the craft vendors and the guests. So, for example, we have the wood carvers, they come and do wood-carving classes. They display their wares, they sell their goods to the guests. We also have basket weavers, jewellery makers, people who sell all kinds of crafts, beautiful Jamaican dresses, everything locally made, bags, leather that’s made here in Jamaica, leather craft whether it be bags, shoes, slippers, you name it, and the list goes on.”

Zoetry also spotlights Jamaican culture through events like Cultural Day and Night, featuring traditional Jamaican food, entertainment and décor. The highlight is the Jamaican Extravaganza on Saturdays, showcasing the richness of the Jamaican experience. Local entertainers, including reggae bands and steel bands, contribute to the authentic ambiance for guests.

The resort boasts a unique culinary experience, as well, at an authentic Jamaican jerk centre named Jerky Joe’s. This natural, open-air facility is situated on the beach.

“It is very important for us as a Jamaican product because I’m thinking of us as ambassadors of Brand Jamaica,” Brown said. “And let me tell you something, it’s important for us to ensure that the guests connect with our culture when they come here. Because remember, now we have all these hotels all over Latin America, the Caribbean and the world. When they go there, they have beautiful hotels and structures just like we do. So what is going to differentiate us and put a lasting memory in the guest’s mind is the experience that they have with our people.”

This emphasis on Jamaica extends behind the scenes where, according to Brown, the complement of over 100 employees is “a full Jamaican team. Yes, including myself as a general manager. I’m the first Jamaican general manager to be here at this hotel and I have been here for the last three years.”

She also highlighted the employee-to-guest ratio of over two to one as further evidence of the personalised service received by the guests.

The hotel not only facilitates internal promotions for staff but also offers opportunities for employees to transition to other brands within the company with Brown noting that Zoetry Montego Bay has become an attractive destination for individuals seeking personal and professional growth.

“We have promoted people who actually [went on to leave],” she said. “There are a couple of people who went to school, so they have gone to school overseas. We have done development programmemes and training. We have been involved with TPDCO (Tourism Product Development Company) quite a bit with their training programs for customer service and we put the staff through that, all of them, to get that development. And then also we will transfer and promote people to other brands in our company. [And for people who] want to further their growth in Jamaica, we do give guidance to them based on the growth that they are seeking.”

And then there is the outreach into the surrounding Jamaican communities. Zoetry collaborates with other hotel properties for sustainability initiatives participating in beach clean-ups and contributing to the beautification of Dump-Up Beach in Montego Bay. Additionally, the team is involved in mangrove cleaning efforts to preserve the local environment.

Community involvement in local schools includes various projects to enhance educational facilities such as painting, installation of bathrooms and toilets, paving work, and providing essential school supplies.

Zoetry is promoted as “adult-oriented”, focusing on providing a tranquil and sophisticated experience for its guests, but it does not exclude children.

“There are some parents that want to come to a boutique hotel but they don’t want to leave their child with a nanny,” Brown explained. “So, no, there are no slides that they can jump up and swing through, and all that. But we have a beautiful natural beach. We have a lot of excursions in Jamaica that are beautiful for children. So we will accept the children and babies right up.”

Looking forward to the future of the hotel, the general manager envisions it having a pioneering role in Jamaica’s future, particularly in nurturing local talent.

“My thought of the future for this particular property is that it can continue to develop Jamaican leaders and also the line-level staff who can be promoted to supervisory [positions] once they get an opportunity,” she said. “And then we can develop more and more people and leadership. I’m looking specifically to develop even Jamaican general managers.”

The hospitality professional also expressed that the resort will continue to highlight the unique Jamaican experience.

“We want to ensure that we continue to showcase the Jamaican culture to the guests so that they will come back to Zoetry Montego Bay and Brand Jamaica,” Brown underscored.