Margaritaville, Karisma to launch St. Somewhere brand

Karisma Hotels & Resorts and Margaritaville have revealed plans to launch their newest boutique hotel collection, St. Somewhere. This latest addition marks the second concept developed by Karisma Hotels & Resorts and Margaritaville, complementing the Margaritaville Island Reserve Resort brand, which debuted in Riviera Cancun in 2020.

The first St. Somewhere resort is slated to launch this fall on Isla Holbox, a small island north of the Yucatan Peninsula between the Caribbean Sea and Gulf of Mexico. with additional properties to be announced. The brand will encompass the laid-back, escapist lifestyle that Margaritaville is known for, with yacht-inspired architecture and its own boutique luxury twist, according to the companies.

“The expansion of our partnership with Margaritaville with the elevated St. Somewhere brand will provide guests the ultimate exclusive escape,” said Mario Mathieu, SVP, business development, design and construction, Karisma Hotels & Resorts. “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.”

“Our relationship with Karisma Hotels & Resorts has incredible potential, creating destinations to deliver Margaritaville’s casual renowned atmosphere, top-notch amenities and outstanding food and beverage offerings to guests,” said Shamim Lodin, executive director, hotel development, Margaritaville. “This new St. Somewhere collection, starting with our first property in Isla Holbox, will bring together our signature laid-back luxury vibe with a more personalized and intimate island experience.”

Karisma Hotels & Resorts and Margaritaville joined ownership and development group, Desarrollos Hacienda Puerta Azul, to bring this resort to life.

“The raw beauty of Isla Holbox is the perfect location for the first St. Somewhere hotel,” said developers Christian O’Farrill Welter and Esaú Gutiérrez Sandoval. “We look forward to bringing this intimate property, which marries Karisma Hotels & Resorts’ exceptional service and Margaritaville’s distinctive guest experiences, to beautiful Punta Coco Beach on this picturesque island off Quintana Roo.”

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