Recovery in Montego Bay: A Resilient Comeback Post-Hurricane Melissa
MONTEGO BAY, Jamaica — As Hurricane Melissa approached this vibrant tourist destination on October 28, hotel manager Andres B. Cope expressed both concern and optimism. The S Hotel, where he oversees operations, was fully prepared with a hurricane response plan in place. While windows were securely shuttered and guests promptly ushered to their rooms, the hurricane had spent several days gathering intensity offshore, threatening to make landfall with wind speeds exceeding 155 mph.
Fast forward five weeks, and visitors to the waterfront property would be hard-pressed to find any remnants of the storm’s fury. The most visible sign of the hurricane’s impact is a landscaped area where tall palm trees have lost numerous fronds but are now sprouting new growth.
While some regions of Jamaica experienced significant damage, exploring the island just over a month after Hurricane Melissa reveals a remarkable recovery underway in preparation for the winter tourism season. All three of Jamaica’s airports are operational, cruise ships are docking almost daily, and travel advisors are visiting to assess the conditions for their clients.
Hotel Recovery and Tourism Outlook
According to Donovan White, director of tourism at the Jamaica Tourism Board, approximately 80% of Jamaica’s 26,000 hotel rooms are projected to be operational by the end of January. “While some groups have canceled or postponed their visits, we are actively working with them to manage their concerns,” stated White.
Many properties are closing for renovations; thus, the recovery duration varies. Notably, Montego Bay was among the hardest-hit areas, with about half of its 35 resorts anticipating extended closures beyond this year. Conversely, in Negril, nine out of 53 resorts face similar delays, with some not expecting to reopen until 2026.
The recovery timeline is slowest along the south coast, where the hurricane made direct landfall. Here, only three out of 12 hotels will remain closed past the year-end, including Sandals South Coast, which aims to reopen on May 30. Fortunately, Kingston and Port Antonio have no hotel closures, with only three properties in Ocho Rios currently unavailable.
Visible Recovery Across Jamaica
Following a drive across Jamaica during early December, the eastern third of the island appeared to be operating normally. As one approached Ocho Rios, the aftermath became evident with landscape damage, including a giant tree felled by the winds at the Jamaica Inn, leaving only a stump in its wake.
Further along the coastal road to Montego Bay, downed power lines remained visible for weeks while several resorts reported a delay of about three weeks in power restoration. Yet in downtown Montego Bay, all traffic lights were functional, and debris remained minimal.
In Negril, properties like The Cliff Hotel were open, albeit experiencing a dip in occupancy due to uncertainty surrounding the storm. Managing director George Fisette noted the ongoing commitment to staff welfare by preparing meals for employees still grappling with storm-related losses. Tourism in Jamaica serves as a critical lifeline, employing about 200,000 workers and accounting for roughly 35% of the nation’s GDP.
Support Behind the Scenes
At the Sandals Dunn’s River, executive chairman Adam Stewart received a warm reception from travel agents when he announced that Sandals had managed to maintain employee wages, benefits, and tips uninterrupted since the hurricane. Operating eight properties on the island, Sandals Resorts International is Jamaica’s largest resort chain, and it has actively contributed to the local economy.
The Sandals property hosted 215 agents from December 3 to 6, just before its reopening on December 6. Travel agents, like Dale Van Camp from Hay Hay Vacay Travel Consultants, expressed confidence in promoting Jamaica as a travel destination, citing that “Jamaica is ready for the most part.”
Promotions and Pricing
Sandals currently lists rooms starting as low as $174 per person, per night at its Jamaican resorts, while similar offerings at other Caribbean locations start at prices above $300. The Dunn’s River property lists rooms beginning at $235. Furthermore, the Jamaica Inn has relaxed its traditional seven-day minimum stay requirement to just three days while extending its 30% Black Friday offer into December.
The Haves and Have-Nots
The financial burden of recovery presents a challenge for hoteliers, particularly as owner resources vary. Christopher Jarrett, CEO and managing director of Altamont Hotels, shared insights into differing fates among his family-owned properties. His Altamont Court Hotel in Kingston was largely unscathed, while its sister property, Altamont West in Montego Bay, faces prolonged closure. Jarrett’s Hotel 39 also suffered minimal damage but lacks substantial shade fixtures.
Despite the challenges, Jarrett’s swift preparations for reopening are driven by the absence of business interruption insurance, which he regrets discontinuing after years of high premiums without storms. “Now I’m wishing I had it,” he admitted.
