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Recovery across RIU Hotels & Resorts in Jamaica following Hurricane Melissa has exceeded all projections, with all seven properties now fully open, staffed and recording occupancies well ahead of expectations, according to Director of Sales Niurka Garcia Linton.

“It has been amazing. It has surpassed all our expectations,” Linton said, noting that RIU Ocho Rios—the company’s largest hotel—never even closed after the storm.

“We didn’t even get the chance to close Ocho Rios…because of all the clients that we were hosting that were not able to leave because of no flights.”

With guests stranded by cancelled flights, the hotel remained operational beyond its planned closure date. “We decided not to close it at all…and right after RIU Ocho Rios, we were able to open two properties in Montego Bay, then we were able to open the properties in Negril. And the last one that we were able to open…was Palace Aquarelle.”

By December 15, all seven RIU properties were reopened and fully operational.

“So, from not closing Ocho Rios to having the property number seven open on the 15th of December…it took us two to three weeks to work on the repairs. And we were up and running from mid-November.”

Linton said the company’s ability to reopen so quickly was driven in part by the unwavering commitment of its staff and the support they received after the hurricane on Tuesday, October 28, 2025.

“We were able to tally every single staff that suffered some damage, and every single staff that suffered damage received some help,” she said. “And even those that didn’t receive damage…were also able to receive care packages.”

Staff were also given flexibility in how they used the grants. “They were given the opportunity to choose how to use the grant…if they rather go to hardware and get material to rebuild, or if their loss was more appliance-related.”

Beyond the financial assistance, Linton said the emotional resilience of Jamaican workers has been extraordinary. “If there is something that Melissa has tested or proven, it is the attitude of Jamaica…the capacity of resilience of this nation is really incredible.”

She said she saw that spirit firsthand in Negril. “They would tell me, ‘Let me show you the pictures. Let me tell you my story,’ and you would not believe what they had gone through…and yet you would not know by the way that they are dealing with the clients.”

Equally powerful has been the loyalty of repeat guests. “The support of the direct clients has been amazing,” Linton said, describing how guests created Facebook fan pages and constantly reached out. “They wanted to know how their staff were doing…how soon they could come back…they wanted an update of our opening dates because they wanted to come back.”

That loyalty has translated into strong bookings from several international markets. Canada, Europe and Latin America have all responded strongly, driven by tour operators such as Sunwing and the TUI Group.

“They were one of the first ones that answered the call…and as a result of their support, we didn’t have to do any adjustment to the operation,” Linton said.

Latin America in particular, is showing strong momentum. “It is a market that has been showing continuous growth to the destination, and Melissa didn’t stop that growth,” she added, noting that more than 500 travel agents recently joined one of RIU’s webinars for the region.

The US market, however, remains softer than desired, though signs of recovery are now emerging.

“Normally, the US is the strongest. But after Melissa, it has been the market that we’re struggling with the most,” Linton said, citing reduced seat capacity and hotels across the destination still closed.

Still, she is encouraged by new data. “For the last two weeks, they are now noticing an uptick of demand out of the US to Jamaica.”

That rebound is expected to get a major boost at the end of the month when the Apple Leisure Vacation Group brings more than 90 travel advisors and US media personalities to the island.

“They want to push out the message, come and see for yourself,” Linton said. “They are very confident that the destination is ready.”

The group will also support recovery efforts through donations and volunteer work in Catherine Hall. “They are bringing tons of donations…they are going to be helping a primary school…and while they are in destination, they are going to be visiting some of the hotels that are open and some of the attractions.”

With occupancies climbing fast and booking windows shortening, RIU is seeing strong performance into early 2026.

“I have properties like Ocho Rios and Tropical Bay that will end January in their high 90s,” Linton said. “February 2026 will be better than February 2025.”

Looking ahead, she said the outlook remains cautiously optimistic. “If everything continues as is, our expectation is to have a 2026 similar to 2025 numbers, if not… a little better.”

For Linton, the story of RIU Jamaica’s recovery is ultimately one of gratitude. “Saying thank you to all the travel advisors…the media…you really have been keeping the world abreast of everything that has been happening. So pure gratitude,” she added.