PHOTO: Jewel Resorts is raising the bar on what travelers can expect from an all-inclusive vacation.

Regional vice president of sales and marketing for Aimbridge Hospitality Resort Division, which operates the company’s Jewel Resorts properties in Jamaica, Michelle Olivier is at the forefront of a company that is expanding its all-inclusive footprint on the island.

Recently the company has been opening new resort properties featuring an array of guest-pleasing amenities, facilities and services. We spoke with Michelle recently to learn the goal behind the company’s aggressive acquisitions in one of the most popular and competitive Caribbean vacation destinations for North American travelers.

What features distinguish these resorts from other contemporary properties in the Caribbean?

Our passion for service, our award-winning properties and staff and our commitment to creative programming and amenities are a few points that distinguish Jewel all-Inclusive resorts from other contemporary properties in the Caribbean.

Our Jewel children’s program and camps run 365 days a year. Our general manager is not content to have a good program, he wants the best and most unique program.

A wedding couple wants to get married underwater in scuba gear — no problem, we can make it happen. Insuring that the guest is happy is of utmost importance.

In early 2015, guests at Jewel Runaway Bay will begin enjoying an oceanfront, state-of the-art, multimillion-dollar water park complex with mammoth water slides and family raft rides, along with secluded and uber-private cabanas and waterfall coves with a raindrop umbrella feature. The water park is designed to appeal to families, couples and individual travelers and will be included for all guests staying at Jewel Runaway Bay, while guests at our adults-only properties will be able to purchase day passes as desired.

As for Jewel Paradise Cove, first, there are very few locations in the world where the standalone spa is set directly on the beach, just a few steps from the shoreline. Our massage rooms literally open out to the Caribbean Sea.

What sort of vacationers do the three Jewel Resorts properties target?

Our guests are friends, family and couples, as well as newlyweds-to-be. They are affluent, passionate about travel, and curious about other cultures; they enjoy fine food and a touch of romance in everything. Jewel Resorts are synonymous with amazing weddings, and host over 400 plus weddings per year.

Why has Jewel Resorts chosen this time to expand its brand properties in Jamaica?

We chose Jamaica to inaugurate this brand because of the proven tourism product. This island gets it; the island’s leadership gets it. The passion of the people for the island’s culture and their generosity in sharing that culture settled it. Jamaica is truly recognized for its true and genuine hospitality and dedication to excellence in tourism. This is, and has been for many years, a steadfast priority on the lovely island.

Jamaica’s plethora of tourism attractions, historical features and plain-and-simple natural beauty accompanied by the genuine hospitality of the people are attributes that cannot be duplicated. Jamaica appeals to all market segments and truly has something for everyone.

Please describe the attributes that tie together all of the Jewel properties.

Jewel Resorts aim to the raise the bar on what travelers can expect from an all-inclusive vacation experience. Excellent personal service, classic sophistication and fun are the hallmark of the Jewel Resorts brand. We’ll be adding more features, more properties and a larger umbrella for the brand in 2015, so stay tuned.

What programs does Jewel Resorts have for travel agents?

We have a unique travel agent loyalty program, Aim for the Stars Rewards, which not only rewards agents with free stays or cash, but the program also offers agents the opportunity to give their clients a “perk” welcome amenity with their own personalized welcome note delivered by us to the guest’s room on day of arrival. It makes the agents a star in their guest’s eyes and is the beginning of an exceptional getaway.

We’ve got nearly 4,000 participating travel agents and we’re pleased to see membership growing every day.

Our business development directors are in the field and actively participating with our wholesaler partners at tradeshows and at Jamaica Tourist Board specialist events. We are engaged with the home-based agents through TravAlliance’s virtual expos and webinars along with VAXVacationAccess VirtualU’s.

We’ve currently got a double star points initiative running to encourage agents to book Jewel Paradise Cove for first quarter. It’s an easy way to earn extra cash and free nights.