RENOWNED airport concierge and lounge service company VIP Attractions is poised to invest US$5 million in its local operations.

The multi-award-winning entity, which was established in 2011, has been engaged in transforming the traveller/visitor hospitality experience at 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 US$1 million for NMIA.

According to Moleon, 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,” said Moleon.

“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,” added Moleon.

He said 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,” said Moleon.

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.

Moleon attributed 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,” said Moleon.

He credits the strategic switch to advice his company received from Chukka Caribbean Adventures Chief Executive Officer 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 added.

“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,” Moleon added.