New brand for Jersey

Jersey is to gain new branding as a niche, upmarket destination on the back of unprecedented tourism investment.

A £5O million Radisson SAS hotel due to open next September will be the first international chain property on the island and the first new-build in 35 years.

Adjacent to the 195-room, four star hotel on the Waterfront in St Helier are plans for a £6O million, 7O unit Center Parcs resort partly funded by former Airtours chairman David Crossland who lives on the island. This is due to open in 2OO8-O9 subject to planning approvals.

The Royal Yacht Hotel, also in the Jersey capital, is to be transformed in a £22 million redevlopment project which will see the opening of a new wing and a range of facilities including a state-of-the art spa. The 34-room hotel closes in July and is due to reopen next April with 11O rooms, four bars and four eating areas, conference facilities and two penthouse suites with whirlpool baths.

Conference property Hotel de France has opened a £14 million new wing including vast spa facilities and seven specialist Indian treatment rooms which are due for completion by August.

A new three-star hotel is also under construction as part of a major re-generation project in the island’s capital.

Jersey‘s chief minister Frank Walker revealed that the island’s new branding was due to be unveiled at the end of next month as part of a programme to include development of the airport and other infrastructure.

Speaking during a hard-hat tour of the four-star Radisson, Walker said: “The economy of Jersey is booming which means that after many years of stagnation, the tourism industry is waking up again.”

He said there were ambitious plans for rebranding Jersey to re-position the island internationally.

“We are looking to establish a new Jersey identity to position Jersey as being different and appealing,” he told TravelMole.

He talked of “exciting” plans for the airport, saying: “From the moment people arrive, they will recognise they are in a high quality destination.”

Meanwhile, Air Atlantique, the latest airline to serve the island, is considering increasing the frequency of its twice daily flights from Stansted to three a day during the summer peak.

Chairman Mike Collett said the Stansted connection was a “glaringly obvious” route to run as an alternative to existing London air links from Gatwick and London City Airport.

“We will go to three a day as soon as we can because we need to for the best utilisation of the aircraft,” he said.

Air Atlantique used an ATR 72 on the route with fares starting at £39.99 including taxes, rising in five tiers to £99.99.

Report by Phil Davies, St Helier