C Resorts is a four-star deluxe brand that is being pitched as “a fun and cool younger sister to Constance”, with its first hotel to launch in Palmar, on the east coast of Mauritius.
The 116-room C Mauritius will have a soft opening on December 15 and an official launch in February 2019. It will be run on an all-inclusive basis, though this will not necessarily be the case with all future C Resorts.
The concept has been a year in the making, with the Mauritius-based hotel company keen not only to attract a new audience to the island but also use the new brand to accelerate its growth in the region.
The group could grow from its current eight hotels to 30 properties via management contracts in destinations where it operates now, as well as in new territories. Chief executive Jean-Jacques Vallet said: “With a second line, we have so much more scope to develop – within three years we could be looking at 16 units and up to 30 within 10 years.”
The new brand aims to attract Generation X (birth years ranging from the early-to-mid 1960s to the early 1980s), who Piers Schmidt, founder of Luxury Branding, said were “the forgotten generation” in terms of marketing.
“This age group and mindset still wants to travel, let go and have fun, but very few people target them,” he told TTG, adding C Resorts would be “less stuffy” and more affordable than traditional luxury hotels.
The brand includes 12 “Cignatures”, elements that will be common to all the resorts, such as C Trek for guided sociable walks and C-picerie, a “marketplace of relaxed food options”.
The new hotel will have a giant swing for adults, the world’s largest outdoor shower – which also plays music – and will be family-friendly.