Margaritaville and Karisma to launch new resort collection

by | 28 Jun 2021 | Portfolio

Jimmy Buffett’s Margaritaville and Karisma Hotels & Resorts have outlined plans to roll out a new boutique hotel brand, St Somewhere, starting with a relaxing retreat in Mexico.

St Somewhere is the second concept developed by Karisma Hotels & Resorts and Margaritaville, following on from the 2020-debuted Margaritaville Island Reserve Resort brand.

Luxury island hideaway

The new collection is set to launch in autumn 2021 with a resort in the Mexican tourism hub of Isla Holbox, just to the north of the Yucatán Peninsula.

This retreat, combining life by the sea with a private club setting, will be followed by additional properties in yet-to-be-announced locations. The brand aims to pair Margaritaville’s signature escapist lifestyle with yacht-inspired architectural design.

“The expansion of our partnership with Margaritaville with the elevated St Somewhere brand will provide guests the ultimate exclusive escape,” said Mario Mathieu, senior vice president of business development, design and construction at Karisma Hotels & Resorts. “Each hotel in the new collection of boutique properties will be uniquely rooted in its destination, which will inform everything from architectural design to suite layout.”

A collaborative endeavour

Margaritaville and Karisma Hotels & Resorts have joined forces with ownership and development group Desarrollos Hacienda Puerta Azul to create the new resort in Isla Holbox.

Shamim Lodin, executive director of hotel development of Margaritaville, said: “Our relationship with Karisma Hotels & Resorts has incredible potential, creating destinations to deliver Margaritaville’s casual renowned atmosphere, top-notch amenities and outstanding food and beverage offerings to guests. This new St Somewhere collection, starting with our first property in Isla Holbox, will bring together our signature laid-back luxury vibe with a more personalised and intimate island experience.”

Developers Christian O’Farrill Welter and Esaú Gutiérrez Sandoval added: “The raw beauty of Isla Holbox is the perfect location for the first St Somewhere hotel. We look forward to bringing this intimate property, which marries Karisma Hotels & Resorts’ exceptional service and Margaritaville’s distinctive guest experiences, to beautiful Punta Coco Beach on this picturesque island off Quintana Roo.”

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ABOUT THE CHAIN

Margaritaville is a global lifestyle brand inspired by the lyrics and lifestyle of singer, songwriter and best-selling author Jimmy Buffett, whose songs evoke a passion for tropical escape and relaxation.

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