Margaritaville goes ‘top shelf’ with a new high-end resort brand

If you follow the hotel scene, you're about to hear rumblings about St. Somewhere — a new boutique resort collection developed by Karisma Hotels & Resorts and the carefree Margaritaville enterprise.

The new high-end properties are being designed to appeal to both couples and families.

According to an announcement issued this week, they'll blend the laid-back "escapist" lifestyle that's a Margaritaville cornerstone with "yacht-inspired architecture and its own boutique luxury twist."

What's the difference between a traditional Margaritaville location and St. Someplace? Personalization and a more intimate experience. The destinations will also drive the ethos of the resort itself.

Isla Holbox, an island north of the Yucatan Peninsula between the Gulf of Mexico and the Caribbean Sea, will be home to the first St. Someplace resort, and it will open sometime this fall. The resort is situated right on Punta Coco Beach, off the coast of Quintana Roo.

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“Each hotel in the new collection of boutique properties will be uniquely rooted in its destination, which will inform everything from architectural design to suite layout," said Mario Mathieu, senior vice president of business development, design and construction at Karisma Hotels & Resorts.

St. Somewhere is the second time Karisma and Margaritaville have partnered to develop a new brand. The first was the all-inclusive Island Reserve brand, which they launched in 2020.

More than 20 hotels comprise the Margaritaville brand right now, with another 20 destination properties in the works. Margaritaville Resort Times Square opens in New York City next Friday, June 25. Earlier this year, the company also opened a property on Jacksonville Beach in Florida.

Featured rendering of St. Somewhere courtesy of Karisma Hotels & Resorts and Margaritaville