MONTEGO BAY, St James — When the former Wexford Hotel opens its doors later this year as Hotel 39, the Jimmy Cliff Boulevard property is expected to be a “breath of fresh air” for Montego Bay’s tourism product.

That’s the prediction from its director and general manager, Donahue Jarrett. He anticipates that there will be great demand for the European plan (EP)/breakfast plan (BP) property.

“Understanding that not everyone wants an all-inclusive experience, we will focus on the traditional services that one would expect from any world-class EP/BP hotel. There is a lot to see and do in MoBay. One could spend an entire week of only sightseeing and still not see everything that MoBay has to offer,” Jarrett told the Jamaica Observer.

“This is why we are focusing on travellers as opposed to tourists,” he said.

He explained the difference.

“Travellers tend to be ones who will typically be anxious to see what this beautiful city, to which millions travel, has to offer. They tend to stay longer, rent cars and visit multiple island locations, contributing more directly to the local economy,” Jarrett pointed out.

“We have seen a steady decline in EP properties in Montego Bay. Now, in my opinion, MoBay has become almost the AI capital of the world. Hotel 39 will be the modern breath of fresh air in the fog of the dominance of the AIs,” he added.

The hotel, he explained, is expected to be open in time for the next winter tourist season. He is banking on a raft of new-look amenities and its location in the middle of the popular hip strip to further boost its appeal.

“Some of the upgrades include glass balustrades, a child-friendly infinity pool, one of the widest varieties of accommodations of any BP property, one of the Caribbean’s leading spas on property, smart locks and contactless check-ins, and some other surprises,” he promised.

The 84-room property is expected to provide jobs for about 80 people.

“By employing well-trained individuals we recognise the contribution we will be making to the lives of many, and them to their families and communities,” Jarrett asserted.

The Hotel 39 project was initially planned for roll out just over two years ago after the group, that also manages Altamont Court Hotel in Kingston and Altamont West Hotel in Montego Bay, purchased Wexford Hotel.

According to Jarrett, with the COVID-19 outbreak just as they broke ground, “banks got nervous”. Minor work was done during the tourism sector’s pandemic-imposed hiatus but the project officially resumed a few weeks ago.

“Tourism has rebounded and continues to do so exponentially, so we think the timing is right and believe we can restore faith in this segment of tourism,” said Jarrett.