Polish the gems: Resorts level up to meet tourists' changing demands, trends

The Opal Collection, a marketing company that works with boutique Florida hotels and resorts, including seven notable properties on the Gulf Coast, dispatched its head of public relations to Tampa recently to tout upgrades to its portfolio and discuss state tourism trends.

Meeting with journalists at Ulele, The Columbia Restaurant Group’s popular eatery on the Riverwalk, north of downtown Tampa, Kerry Morrissey says wellness and culinary excellence are the biggest drivers of business at the Opal Collection’s 14 Florida properties, which range from Sunset Key Cottages in Key West to the Sandpearl Resort on Clearwater Beach.