p30-38 ttg_lux_caribbean 5/3/10 11:46 Page 32
D
espite the Caribbean’s
near-perpetual sunshine, clouds have
been looming over the tourism industry
in recent years as the recession has hit. But
some hoteliers have learned valuable
lessons from these troubled times. There’s
been a realisation that they can no longer
be complacent and just rely on their
reputation to bring in bookings.
“We were perhaps a little arrogant
before,” admits Marike Friends-Fifield,
revenue manager of Peter Island Resort
in the British Virgin Islands. “People were
saying they hadn’t heard anything about
us in three years. We have a very different
strategy now; we know it’s important to
work closely with our partners.”
Hotels across the board have had to
up their game in terms of marketing, not
simply lowering rates but becoming more
innovative in their approach.
“We have had to be much more
creative,” says Dominik Ruhl, general
manager of Marigot Bay in St Lucia.
“People are now booking through special
promotions, auctions, ‘you have just 24
hours to book this’ offers and so on.
People want to get a deal.”
Caribtours’ product manager
Katherine Hobbs says she’s seen much
more fluid pricing in the market. “For the
last year and a half, we’ve been bombarded
with tactical deals. It’s been difficult for us
to stay on top of it. Hotels are being much
more watchful, with revenue managers
carefully monitoring occupancy.”
Price fluidity has not always worked
in tour operators’ favour either, with some
hotels offering lower rates in their direct
marketing campaigns. “We have seen
a fair bit of undercutting, which is
frustrating. It’s something we’ve really
battled against the past six months or so,”
admits Hobbs.
The waiting game
The shortened booking window is now
common. Clients often book for the
Caribbean as few as three or four weeks
before departure, whereas they may have
booked six to 12 months ahead before the
recession. But suppliers and operators are
now better prepared for the different
booking pattern.
“We’ve had to live with it, to get used to
it and carry on,” says ITC Classics’ head of
product Helen Tabois. “We feel more
32
secure about it now.”
feature caribbean
spring 2010 ttgluxury.com
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