Prepared for Neil Kolton by John Alvarado · records as of November 8, 2026
Coconut Bay Beach Resort & Spa

Coconut Bay Beach Resort & Spa

250 keys · Soufrière and the south loop

Jump to: The money · Who to call · What is moving · The facts

The play

How to work this one.

Why this one

Independent and owner-run, and just rebuilt: all 250 rooms are now junior suites. The same team runs Serenity, so one meeting covers both resorts.

Likely pressure points

It advertises up to 60 percent off and is adding advisor incentives, so it is already paying to fill weeks. A rebuilt product makes it protective of rate, so expect the rate question early.

What to lead with

Lead with the password-protected channel and a test block in the weeks around its annual fall closure. Keep peak weeks out of the first ask.

Who decides

Mark Adams: President and CEO / Chief Executive Officer (public source, October 2026)

John Miles: General Manager (public source, October 2026)

Natalia Greene: Vice President, Sales & Marketing (Coconut Bay Beach Resort & Spa and Serenity at Coconut Bay) (public source, June 2026)

Gary 'Butch' Hendrickson: Chairman and owner

Opening note and meeting plan

Tap a paragraph once to select all of it, then copy.

Natalia, congratulations on the reopening. I will be in St. Lucia in December and would like to show you and Mark how Interval's member channel can fill soft weeks with no rate visible to the public. Could we take fifteen minutes at the resort?

Meeting plan: start with their soft weeks and how they fill them today. Show how password-protected member distribution keeps any rate out of public view. Walk through seven-night, non-refundable stays and the static net rate of about 37 to 40 percent off BAR / Best Available Rate, before taxes. Choose As-Used or Guaranteed inventory, agree return provisions by season, and set one test block.

One-page brief for this resort →

The resort's own site →

The people

Who runs it, and who can say yes.

Coconut Bay Beach Resort & Spa logo

President and CEO / Chief Executive Officer

Mark Adams

President and CEO / Chief Executive Officer

Resorts on your list: Coconut Bay Beach Resort & Spa, Serenity at Coconut Bay.

Full profile →
Coconut Bay Beach Resort & Spa logo

General Manager

John Miles

General Manager

Resorts on your list: Coconut Bay Beach Resort & Spa.

Full profile →
Coconut Bay Beach Resort & Spa logo

Vice President, Sales & Marketing (Coconut Bay Beach Resort & Spa and Serenity at Coconut Bay)

Natalia Greene

Vice President, Sales & Marketing (Coconut Bay Beach Resort & Spa and Serenity at Coconut Bay)

Resorts on your list: Coconut Bay Beach Resort & Spa, Serenity at Coconut Bay.

Full profile →
Coconut Bay Beach Resort & Spa logo

Chairman and owner

Gary 'Butch' Hendrickson

Chairman and owner

Resorts on your list: Coconut Bay Beach Resort & Spa.

Full profile →
What people say

What guests say about this one, in full.

Coconut Bay Beach Resort & Spa

Coconut Bay Beach Resort & Spa

Google: 4.4 stars from 1307 reviews. Of the 11 newest reviews inside the window: 9 praise, 1 mixed, 1 complaint; the business replied to 0. Read them on Google

Reddit: No recent public mentions found yet in the forums we read.

Praise October 31, 2026 · Google review

“Just stayed at Coconut Bay Beach Resort and Spa - St. Lucia October 19 - 26, 2026. The property is well maintained and had just reopened the Saturday before we arrived. They closed for a month to do maintenance. They were still working on a few things, but nothing that stopped us from having the…”

Service and staffRooms and upkeepBeach and setting
Read the reviews on Google →
Praise October 29, 2026 · Google review

“I can honestly say the food here is great and tastes authentic! The jerk chicken, jerk pork, and rice and peas are all great and cooked right. The hot sauce is good — full of flavour. I’ve been coming back every day because the food is that good!l, A shoutout to Harley and Sharnil, the two cooks,…”

Food and drink
Read the reviews on Google →
Complaint October 28, 2026 · Google review

“Very slow service if you get service at all. rooms are not fully stocked on a consistent basis. vendors on the beaches are relentless. If you come to enjoy the ocean stay on the Caribbean side of island. The beach is not an option at the resort due to how rough it is and the weeds. the staff being…”

Service and staffBeach and setting
Read the reviews on Google →
Praise October 23, 2026 · Google review

“This has been an amazing trip with the most beautiful people on their staff. Peggy took care of my room. She was sweet very helpful. She left an inspiring note every day. She was always friendly, kind and very sweet. coconut Bay has Dmost loving people that I’ve ever encountered. Everyone was…”

Service and staffRooms and upkeep
Read the reviews on Google →
Mixed August 31, 2026 · Google review

“if you’re looking for a luxury resort, this is not the one if you’re just looking for a family kids friendly pool then this may be the one for you but even other resorts will have the pool services available the key thing this resort miss. is good quality, food and beach. This resort sits right by…”

Food and drinkBeach and setting
Read the reviews on Google →
Praise August 30, 2026 · Google review

“The front park area is great for snapping photos. This place has tge best views of the sunrise and Maria Islet”

Read the reviews on Google →

Every summary links to the original post. Compare with the others on the list →

The facts

What the records show.

FactValueStatus and source
Own websitehttps://www.cbayresort.com/Checked against a public source · Source
AddressPO Box 246, Vieux Fort, Saint LuciaChecked against a public source · Source
DistrictVieux Fort (Eau Piquant), south coastChecked against a public source · Source
Keys250Checked against a public source · Source
ProductAll 250 rooms are now Junior Suites, split between the adults-only Harmony Wing and the family-friendly Splash Wing; Premium All-Inclusive.Checked against a public source · Source
OwnershipGary 'Butch' Hendrickson, Chairman (bought the property in 2004)Checked against a public source · Source
ManagementSelf-managed (independently owned and operated)Checked against a public source · Source
Brand or flagindependentChecked against a public source · Source
Interval InternationalNot on Interval's public St. Lucia directoryChecked against a public source · Source
RCI / Resort Condominiums InternationalNot in the RCI / Resort Condominiums International directory we could readIndicated by a public source; confirm
Operating statusOperatingChecked against a public source · Source
Public contactResort Phone: 758-459-6000; sales@cbayna.com; reservations@cbayna.comChecked against a public source · Source
The money

What the resort keeps, week by week.

Public prices on Booking.com for seven nights and two adults, for the lowest refundable room found, with the taxes and fees shown at right. The commission range is our assumption, so ask what the resort really pays. A week that would otherwise sit unsold earns the resort nothing, and that is the real comparison for your program.

Sample weekWhat the resort keepsTaxes and source
Peak: March 6 to 13, 2027. Splash Junior Suite Pool View - Family FriendlyPublic price $5,242. An OTA / Online Travel Agency at 15% to 25% commission leaves $3,932 to $4,456. The Interval net at 37% to 40% off leaves $3,145 to $3,302.Taxes as shown on the page Read November 8, 2026.
Shoulder: June 5 to 12, 2027. Harmony JR Suite Tropical View-Adults OnlyPublic price $4,137. An OTA / Online Travel Agency at 15% to 25% commission leaves $3,103 to $3,516. The Interval net at 37% to 40% off leaves $2,482 to $2,606.Taxes as shown on the page Read November 8, 2026.
Low weekBooking.com showed no seven-night price for the sample weeks.Nothing read
Who to call

Public business routes.

RouteNumber or addressSource
MainResort Phone: 758-459-6000Shown on a public page · Source
Salessales@cbayna.comShown on a public page · Source
Reservationsreservations@cbayna.comShown on a public page · Source
What is moving

Dated news, offers and reviews.

KindWhat it saysWhen and source
Reviews, last ninety days10 Google reviews with text in the last 90 days. Most mentioned: Service and staff (5), Food and drink (5), Beach and setting (5). Flags: New building or renovation (0), Quiet or closed weeks (1), Dining spend or meal plans (1).Google reviews saved November 2 to 8, 2026
NewsReopened Oct 17 with all 250 rooms rebuilt as Junior Suites ($14M) plus $4M of property work.October 2026 · Source
NewsAdults-only Harmony Wing reopened after a $7M overhaul of 125 rooms.October 2025 · Source
NewsCompany says about $20M invested; expects a completely renewed resort by winter 2026-27.June 2026 · Source
SeasonsCloses about a month each fall for maintenance and renovation; reopened Oct 17 in 2026 and Oct 4 in 2022.Date not stated · Source
Seasons2026 closure ended Oct 17.Date not stated · Source
Public offerUp to 60 percent off Premium All-Inclusive stays in Harmony Jr. Suites, five nights or more, from US$449 per room per night double occupancy, airport transfers included.as published June 2026 · Source
How it sellsTravel-agent program with commission up to 15 percent plus rewards.Date not stated · Source
How it sellsNew advisor incentives, group offers and consumer promotions aimed at Canada (Travelweek).Date not stated · Source