SAN NICOLAS, Aruba — Just a short drive from the picturesque Secrets Baby Beach Aruba, the terrain outside the van window unfolded as an expansive arid vista, punctuated by resilient cacti and patches of greenery, leading to pristine sands and crystal-clear waters.
As the vehicle navigated a few additional bends, the Secrets Baby Beach Aruba emerged: a sleek, modern resort boasting a sand-colored facade complemented by dark wood and metal accents, harmonizing beautifully with the desert-like setting.
The Secrets Baby Beach Aruba stands out not just within Hyatt’s Inclusive Collection but also in Aruba’s evolving tourism landscape. The resort opened its doors in June, marking the debut of the Inclusive Collection’s first facility on the island. Situated in San Nicolas, the resort is located on Aruba’s lesser-explored southeastern tip, away from the more developed tourist zones. This area, once dominated by a now-closed oil refinery, is set to evolve into a vibrant tourism hotspot, and Secrets Baby Beach Aruba is leading this transformation.
Adjacent land has already been cleared for further development, indicating that the revitalization of San Nicolas is just beginning. “Most people haven’t ventured into this part of the island,” remarked Ricardo Portillo, the resort’s director of sales and marketing, during a property tour. “Our goal is to establish a new destination within this destination.”
Occupancy rates are impressive for newly opened establishments, reaching nearly 90% during Aruba’s low season in late October, compared to the usual 60% to 70% at other resorts. Portillo attributes this early demand to several factors: a new market of Secrets brand loyalists discovering Aruba for the first time.
“We are attracting a fresh clientele, as many of our visitors are experiencing Aruba for the first time,” he shared.
A king swim-up guestroom at the Secrets Baby Beach Aruba. Photo Credit: Hyatt
Additionally, the resort fills a gap in the island’s hospitality offerings, with its high-end, adults-only all-inclusive model being relatively rare on Aruba. The island hosts only a limited number of similar establishments.
Unlike many all-inclusive resorts, where guests tend to remain within the confines of the property, Aruba invites exploration. “Typically, guests at resorts like this stay within the premises, but here, our visitors love to explore,” Portillo noted, adding that Secrets Baby Beach Aruba offers on-site car rentals for those interested in adventure, with rates ranging from $100 to $140 per day.
Approximately 20% to 30% of guests opt to rent vehicles to navigate the island. The resort is assessing the possibility of providing shuttle services to Aruba’s opposite coast in response to guest interest.
Unique Beach Concierge Service
The beach experience at Secrets Baby Beach Aruba sets it apart from many properties in the Caribbean. Due to the public nature of Aruba’s beaches, the resort has embraced a beach concierge service for Baby Beach, located a short five-minute downhill walk away. For those preferring convenience, golf carts are available for transport.
Beach chairs set up by Secrets’ beach concierge. Photo Credit: Christina Jelski
Guests can take advantage of this convenience as they enjoy the serene ambiance of Baby Beach, known for its white sands and gentle turquoise waters. The beach concierge headquarters, a van branded with Secrets, welcomes visitors with friendly staff who assist in setting up beach chairs, handing out towels, and providing beverages.
The beach offers a tranquil experience, especially on weekdays, with an even blend of resort guests, local families, and other tourists. With the early success of Secrets Baby Beach Aruba and the burgeoning identity of San Nicolas as a tourism destination, the prospects for busier days lie ahead.
