JOIA by Iberostar is celebrating its first anniversary in Aruba, with hotel manager Arnoud Le Lanchon reflecting on a successful inaugural year that exceeded expectations. Speaking with local journalists during an informal celebration, Le Lanchon described the experience as both challenging and rewarding for the international hotel chain’s newest Caribbean property.
“Like any opening, there are challenges, but Aruba has surprised us positively,” Le Lanchon stated. “The warm welcome from the community and the partnerships we have managed to create have helped enormously in our integration on the island.” The hotel opened its doors in April 2025 as part of Iberostar’s expansion into the Aruban market, bringing a luxury all-inclusive concept to the island’s competitive hospitality sector.
Sustainable Tourism Focus
One of the most remarkable aspects of the hotel’s first year, according to Le Lanchon, has been the type of tourist the property has attracted. The manager noted that JOIA by Iberostar has drawn what he describes as “sustainable tourists”—visitors who demonstrate a genuine interest in connecting with the local community and supporting non-governmental organizations. In just one year, the hotel has facilitated several community-based projects, opening doors for continued collaboration between the hospitality sector and local initiatives.
Among the standout achievements is the Shoco Sanctuary project, a conservation initiative developed in collaboration with Greg Peterson and Aruba Birdlife Conservation. The program has successfully doubled the Shoco owl population in the Tierra del Sol area, with the sanctuary now representing approximately 20 percent of the global population of this endemic species. Le Lanchon described the project as particularly meaningful, noting that “we came to open a hotel, but we ended up opening a hotel for the Shoco before our own hotel.”
Strong Economic Performance
On the economic front, Le Lanchon reported positive results for the first year of operation. The hotel maintained stable and strong occupancy rates throughout the year, with recent figures showing particularly encouraging performance. The type of clientele attracted by the JOIA brand has contributed directly to Aruba’s broader economy, as guests demonstrate cultural curiosity and a desire to explore the island beyond the resort walls.
“Our guests have cultural curiosity. They want to leave the hotel, get to know the real Aruba, and spend money on the island,” Le Lanchon explained. “And those who truly get to know Aruba tend to come back.” The manager expressed optimism about the hotel’s future on the island and indicated that Iberostar is exploring opportunities for further investment and community partnership in the years ahead.
