Bermuda
IN THE PINK
T
o be voted the Best Island in the Caribbean/Atlantic by the readers of Condé Nast Traveller
magazine, and as ‘Destination of the Year’ by Expedia is quite an accolade for an island (actually 181 islands) that competes with countless others some 1000 miles further south. Although frequently grouped in with
the Caribbean, Bermuda is actually closer to North Carolina in the US but still enjoys a sub-tropical climate. This proximity also means that the
flight time is several hours shorter than to the Caribbean – just seven with British Airways from Gatwick – and makes a two-centre beach and city break with New York, just a couple of hours away, an excellent option. It also makes a four- or five-night long weekend break a credible sell. Bermuda’s islands, linked by bridges and
causeways, are just 21 square miles in size. Edged with its famous soft pink sands, with easy access to the surrounding reef, Bermuda is an ideal destination for snorkelling and diving. Bermuda is the oldest British Overseas Colony – it voted to stay that way a few years back – and has an ambience which strongly reflects its status. It’s a very pretty island and is full of culture and history, as embodied by the New World’s oldest church. It tends to be known as a
Above, from top: Rosewood Tucker's Point; kids on the beach, Fairmont Southhampton; pink sands. Opposite: Fairmont Hamilton Princess.
50 May 2012 •
www.sellinglonghaul.com
destination for older couples but should certainly be more
strongly on the radar for families with young children and
honeymooners. Tour operators report contrasting views on Bermuda’s
success in attracting more UK visitors. John Dixon, Prestige Holidays’ Chairman and Managing Director, says: “The last 18 months have been challenging for Bermuda. We are
working closely with our hotel partners and British Airways to boost business to the island through a raft of attractive offers and incentives and I am pleased to say that these are beginning to show positive signs. We are targeting a 25% growth in business to the island for 2012 and will continue to work closely with our travel partners to drive sales.” Matt Rice, Deputy Managing Director
of Classic Collection concurs with this view. “Sales prior to August 2011 had been proving challenging, so we redesigned our brochure, added new product and introduced a dedicated sales resource on the road throughout the UK to promote our Bermuda product to the travel trade. Since then sales have increased dramatically and we are currently more than 50% up year on year. We are optimistic about sales over the next 12 months.” For Sarah Jackson, Market Manager for Caribbean, Kuoni, last year was a steady
Like its southern island neighbours, Bermuda has not found the last 12 months easy but there have been a number of sound hotel and operator initiatives to boost arrivals, reports Alan Orbell
one for Bermuda with room night sales
largely level year on year. This year has seen a slower start with sales again
largely level year on year but we have seen
some positive growth in the last four to six weeks in-line with our
retail marketing activity that we have been carrying out the with tourist board. “Our biggest percentage of sales for
Bermuda went into our lead-in three- star property last year, Grotto Bay, which suggests that customers are looking for great value for money.” And given the recent Condé Nast
Traveller and Expedia awards, it would appear that they’re finding it.
Whats New Bermuda Tourism has extended its $500 credit offer for those staying five nights until May 31 (see 'Tourism Talk' below). Fairmont, which has two hotels in Bermuda, the 1885-built ‘Grand Dame’ Hamilton Princess and the Southampton Resort and Spa, which underwent a $65 million renovation in 2004, are among those hotels with some enticing special offers. These include a four-for-three offer (September 1 to December 31) or stay seven pay six (May 1-August 31) and a second room free for children, until May 31, or with a 50% discount from June 1. The Southampton also offers a Golf
Selling Tip Bermuda’s low season is
the opposite of that in the Caribbean. It begins in December and lasts until early March
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