Laucala Leaves COMO

Right, finally, I can get this off my chest.

Even though it was a terribly kept secret that everyone seemed to know about, I didn’t write about it out of basic decency until something was actually made official.  But now Laucala has formally entered its gap year, it’s rebranded from COMO Laucala back to plain old Laucala Island, and every last trace of its existence vanished from the COMO website.  Yes, that’s right: Laucala has left COMO and returned to being independent.  The financially reckless child of the luxury travel industry is sobering up and given the keys to the Maybach.  

I’ll happily put my hands up and say I was deeply sceptical when COMO came on board – I’m rarely keen on brands taking over anything, but especially Laucala – but in reality, there was little impact. They were more of a marketing umbrella than an operational overlord.  But I have seen what brands can do to these one-of-a-kind properties.  I had already seen the impact of Marriott on North Island (which has also gone back to being independent in the last six months).  Laucala was too unique to sit inside anyone’s brand guidelines.

I’ve always believed that these ultra-end, truly singular properties are better off standing alone.  Complete autonomy.  No adults in the room.  No need to explain why something makes no commercial sense.  So there is no better moment to reclaim that freedom than during a year-long closure, when you can tear things up, rebuild, rethink, and return even more absurd than before.

So welcome back, Laucala.  Back to your rightful place.  No parent brand.  No corporate tone of voice.  No influencers(?!).  Just the unchecked, wildly indulgent, unhinged child of the luxury travel world. 

Now get that chequebook out and make us proud.