Aruba's Modern Renaissance

Aruba has long been a Caribbean favorite among meeting planners. The 74.52-square-mile island has a reputation for being one of the region's friendliest, safest (it lies well outside the hurricane belt), and beautiful (its Palm and Eagle beaches are consistently ranked as some of the world's best).  

"Business is good," says Hal Davis, sales manager for the Aruba Convention Bureau. "We saw a 6 percent increase in tourism last year, which exceeded our goals, and I believe we saw at least that amount, if not more, in the MICE market."

Davis says that one of the island's biggest draws is that fact that planners "get three islands in one." He explains, "We've got amazing beaches, a desert that's similar to Scottsdale, AZ, and a beautiful rocky coastline on the other side of the island. Typically, groups can use all three different parts of the island by using a jeep tour, snorkeling, or taking a sunset sail."

Ilaina Franco Franka, director of events and banquets at the Aruba Marriott Resort & Stellaris Casino, says that today's Aruba meeting groups are demanding newer, more light-focused setups to create more ambience, unusual cuisine, and the ability to contact the hotel staff directly through mobile apps such as Marriott's Red Coat Direct. Franka also adds that the biggest draw for meeting groups coming to Aruba is the opportunity to combine "relaxation and leisure" to a meeting. "You can have the beach right outside your meeting room, and you can also easily have a nice meeting outdoors or even on the beach," she notes. "That makes a huge difference in participants' perception."

This year, the island is also embarking on what Davis describes as a massive "beautification project that stretches from the airport to the downtown area." In addition to new walkways, jogging routes, and trolley services, he notes, there's also a new events venue, Plaza Turismo, the heart of what will eventually become Linear Park - the longest park in the Caribbean, stretching along the coast from the airport to The Ritz-Carlton, Aruba.

The 320-room Ritz-Carlton, Aruba, opened in November 2013 in the heart of Palm Beach, with a 7,500 square-foot ballroom, three different meeting rooms, and a variety of outdoor lawns and venues. There's also a 24-hour, 15,000-square-foot casino on site, with table games and more than 300 slot machines.

Other properties that have recently completed renovations include the Renaissance Aruba Resort & Casino, which finished an extensive renovation of all 297 rooms in its adult-exclusive Renaissance Marina Hotel. Per-room renovation costs were estimated at $35,000 per room, and included new Wi-Fi (for a $15 daily charge), rain-style spa showers, and new furnishings, linens and LCD TVs. In April 2014, the hotel will begin renovations of its Renaissance Ocean Suites.

The Aruba Marriott Resort & Stellaris Casino also finished a $1.5-million renovation of its 8.435-square-foot Grand Ballroom, part of a larger $50-million project that began in 2009. Updates to the ballroom included new carpeting, wallpaper, millwork, lighting, banquet tables and chairs, and a complete remodeling of the ballroom foyer. Last year, the hotel added an adult-only H2Oasis pool, which can also be used for events. 

And at the 360-room Hyatt Regency Aruba Resort Spa and Casino, room refreshments and a complete renovation of the spa took place in 2012, four years after a major $20-million transformation.

Looking ahead, more enhancements are on the way. "It's a real focus of ours to always be enhancing the guest experience," says Davis. "So," he tells planners, "please include us in the RFPs that you're sending, so you get the full amount of resources that we have, from brochures to promotional products." He adds, "We also have, in off-peak periods, some funds that can help promote your trip, too."

Convention Centers & Facilities:  Radisson Aruba Resort & Casino (35,000 sf); Renaissance Aruba Resort & Casino (20,000 sf); The Westin Resort & Casino, Aruba (19,000 sf); Aruba Marriott Resort & Stellaris Casino (11,000 sf)

Room Tax: 9.5 percent

Aruba Convention Bureau

Aruba Marriott Resort & Stellaris Casino

Hyatt Regency Aruba