SHOW REPORT CARIBBEAN MARKETPLACE
Caribbean upswing brings more optimism
The Caribbean Hotel and Tourism Association’s (CHTA) annual Caribbean Marketplace took place in the new Montego Bay Convention Centre, in Jamaica (January 16-20) Sally Parker reports on some of the hot topics
Confident Starwood Starwood Hotels and Resorts is
confident in the future of the Caribbean and has made more recent openings. W Retreat, Vieques Island Puerto
Rico, has 157 rooms, two beaches, an infinity pool and spa; and there is now also St Regis Bahia Beach, also in Puerto Rico. The Westin Resort and Casino in
Aruba has added a new a la carte all- inclusive plan and a new casino opened just before Christmas. The Sheraton Puerto Rico Hotel has the largest casino on the island, and The Sheraton Nassau Beach will soon roll out an all- inclusive programme. Agents can learn more with online training at:
www.starwoodpro.com
AM adds Now AM Resorts reports the successful
launch of its new brand ‘Now’ in targetting couples and families. The brand, added in 2010, positions itself as fresh, cheerful and focused on ‘living for the moment’. The group now has 22 hotels and has opened two hotels on the Riviera Maya – Now Jade and Now Sapphire – along with Secrets Sanctuary in Cap Cana, Secrets St James and Secrets Wild Orchid, both in Montego Bay. The group plans four new hotels in Cap Cana, all of which will be luxury, served by two flights to Punta Cana with British Airways.
www.amresorts.com
14 February 2011 •
www.sellinglonghaul.com From the Front Line
CAROL HAY DIRECTOR OF MARKETING UK AND EUROPE CARIBBEAN TOURISM ORGANISATION “The mood is quite optimistic. We are all aware it has been a rough economic time
and there are still a number of challenges. What’s important is that everyone looks at their strategies to ensure the Caribbean competes effectively in all its key markets. We have to look at our advertising, promotions and campaigns, and see where the real potential is. In this way we should see a turnaround and the growth we are all looking for.”
Caribbean suppliers were thinking
positive at this year’s Caribbean Marketplace as the green shoots of an upturn begin to come through. Wayne Cummings, director of the
CHTA said: “It has been a challenging last couple of years but 2011 is already showing signs of turning the corner and consumer confidence seems to be on the upswing”. Josef Forstmayr, CHTA president, said
the aim now was to make the Caribbean brand more aspirational and desirable, starting with the welcome by improving immigration procedures. Priority will also be given to improving transport links between islands and to ensuring that
local products and food are showcased. CHTA is celebrating its 50th
anniversary this year and recently rebranded and unveiled a new logo. Its new website went live at the start of Caribbean Marketplace and CHTA launched a new Tourism Is Key advocacy campaign raising awareness of tourism to the Caribbean’s economy. The association was founded representing just 200 hotel rooms; now there are 30,000. There are 200 hotel sector members plus allied members. Caribbean Marketplace attracted
1,518 delegates, 710 suppliers and 443 buyers.
www.caribbeanhotelassociation.com
Air Jamaica has new airline partner Air Jamaica and Caribbean Airlines
have formalised agreements to unite as two brands under one leadership. They will return to Heathrow at the end of July with three flights per week non- stop to Jamaica. Joy Schaffe, senior manager of
marketing for Air Jamaica, confirmed the Air Jamaica brand will continue and that there will be ‘one airline with two brands’. She showcased a new livery and a new slogan, ‘Everything you love and more’. An upgrade programme is underway to improve time performance and on-board product. Director of sales Will Rogers said that
the governments of Trinidad and Tobago and Jamaica were working closely
ROSECITA JEFFERS CHIEF EXECUTIVE OFFICER ST. KITTS TOURISM AUTHORITY “CHA Marketplace is an extremely important event, with the coming together of major
regional industry players, stakeholders and their partners. It was productive for St. Kitts since we were able to interface with our major suppliers, discuss developments, assess the productivity levels and strategise. For 2011 we will be intensifying our marketing efforts and ensuring St. Kitts becomes much more visible.”
AMANDA WILLS MANAGING DIRECTOR VIRGIN HOLIDAYS “It continues to be a tough marketplace but for those who innovate and differentiate,
customers will remain loyal. The family sector is the main growth opportunity for the Caribbean and it is also a sector that is growing in the UK.“
together and that Montego Bay would be re-established as the airlines’ hub. They also have plans to make alliances
with other Caribbean airlines and to ‘look at ways to make it easier and less expensive to move around the Caribbean’.
www.airjamaica.com
DON MACDOUGALL DIRECTOR, CAYMAN ISLANDS TOURIST OFFICE “We have just embarked on an advertising campaign. I have been
encouraged by what I heard at Marketplace, by the interest and optimism, the buoyancy of buyers and also by the return to investment by the private sector.”
THE JAMAICA TOURISM BOARD
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