This year marks the 15th anniversary of what began as Blue Diamond Resorts and has now evolved into the “all in luxury” Royalton Hotels & Resorts brand and company president Jordi Pelfort is feeling reflective, not just about the company’s past, but on the future of the all-inclusive – a resort category that has always been a mainstay of Canadian holidaymakers.
Launched in 2010 as the hotel management arm of Sunwing Vacations Group in Canada under Colin and Stephen Hunter, Blue Diamand transformed into a portfolio of over eight sub brands and 24 properties across seven countries that formally rebranded under its flagship identity, Royalton, in August.
For Pelfort, the anniversary is more than a milestone. “Fifteen years ago, we set out to create a new kind of all-inclusive experience, one that was modern, immersive, and adaptable to different travel styles,” he says. “We weren’t looking to replicate what already existed. We wanted to build something with purpose, something that evolves with the traveller.”
That early clarity of purpose helped the company achieve a trajectory few could have anticipated. As the global appetite for meaningful, stress-free travel expands, Royalton Hotels & Resorts offers properties that range from family-centric resorts with water parks and laser tag arenas, to adults-only retreats infused with lifestyle energy or elevated serenity.
It’s a response not only to guest demand, but to a broader shift in the industry: travellers today are booking stories, not just rooms, says Pelfort, who believes that as the all-inclusive sector continues to evolve, believes its future will be shaped by greater personalization, deeper purpose, and more intuitive integration of service and technology.
“Today’s travellers want more than just value. They want flexibility, emotional connection, and experiences that feel authentic,” he notes. “The next chapter of all-inclusive hospitality will be defined by brands that can balance consistency with creativity. That is exactly where we are focused as a company.”
“We’ve grown quickly, but never by accident,” says Pelfort. “Every move has been intentional, from building strategic B2B partnerships in the early days, to introducing category-firsts like overwater bungalows in Antigua and fully immersive entertainment centres within our resorts.”
The company was also an early adopter of technology in the all-inclusive segment, from RFID-enabled wristbands and Smart TVs to fully integrated mobile apps that allow guests to manage their stay in real time.
More recently, Royalton Hotels & Resorts has embraced AI and automation behind the scenes to drive smarter resource planning, optimize distribution, and increase operational efficiency.
Through innovative tools that help match the right room to the right guest, the company has enhanced its distribution strategies “while preserving the spontaneity and joy that define great vacations.”
And while the technology works in the background, the guest experience remains seamless, intuitive, and “deeply human.”
Future of the all-inclusive
Looking ahead, Royalton Hotels & Resorts sees opportunity beyond the Caribbean. “The next frontier for all-inclusive isn’t limited by geography,” says Pelfort. “Markets like the U.S. and Europe are increasingly open to the model, especially when it’s paired with curated lifestyle offerings and a strong brand narrative. When the time is right, we’re ready to bring our experience to new regions.”
Pelfort also sees the all-inclusive model expanding beyond its traditional definitions, with personalization, wellness, multi-generational flexibility, and lifestyle alignment are becoming more important than ever.
“It’s no longer about what’s included, but how it makes guests feel,” he says. “The future belongs to brands that can build emotional value, not just transactional value.”
Pelfort says this belief has guided Royalton Hotels & Resorts’ approach from the start. “Our strength has always been in designing around people, not just products,” he says. “It’s why we’ve seen continued demand across generations, and it’s what allows us to serve such a diverse global audience.”
As part of its 15th anniversary, the company announced the evolution of its corporate identity from Blue Diamond Resorts to Royalton Hotels & Resorts, aligning its name with the global recognition of its flagship Royalton brand and reinforcing its commitment to a unified, guest-focused vision.
It also shared several key milestones, including the launch of the “15 Years of Caring, 15 Acts of Change” campaign focused on sustainability and community impact, the debut of Royalton Vessence Resorts in Barbados, and the inclusion of Paraíso de la Bonita, A Luxury Collection Resort, Riviera Maya, Adult All-Inclusive, into its managed portfolio.
“This anniversary isn’t just a celebration of how far we’ve come and where are we going,” says Pelfort. “It’s a reaffirmation of our responsibility to help shape the future of tourism in a more sustainable and inclusive way, creating trends and products that align to the travelers’ needs.”
Reflecting on the past 15 years, Pelfort is quick to recognize those who helped turn the vision into reality. “None of this would have been possible without the trust and vision of Stephen Hunter, who had the courage to bet on both me and Royalton Hotels & Resorts,” he says.
“And of course, we wouldn’t be here without the team we’ve built, one of the most passionate, talented, and forward-thinking teams in the industry.”
Asked to describe the future of the all-inclusive industry in one word, Pelfort’s answer is simple: Happiness. “That’s what travel is about. Joyful, worry-free moments with the people who matter most. And that’s the future we’re building toward.”
Royalton Hotels & Resorts has a portfolio of 24 resorts across seven Caribbean destinations and eight brands that include Royalton Luxury Resorts, Royalton Hideaway, Royalton Vessence Resorts, Royalton CHIC Resorts, Mystique by Royalton, Grand Lido Negril, Planet Hollywood Hotels & Resorts by Royalton, and Planet Hollywood Adult Scene by Royalton.
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