Adrian Loveridge’s new column at The Nation makes it clear that Barbados has a reputation for being a higher priced destination and that we must do something about that.
We agree with his analysis, especially in this economic climate, and we also believe that delivering a quality product is far more important than chasing after the bottom-feeders of the “somewhere warm and cheap” market segment. As we’ve pointed out many times, there’s lots of sand, sun and water in the Caribbean and we’ll never compete with Cuba, the Bahamas or Mexico if price is the only factor.
That’s why Adrian is talking about value. He is correct that there is much that we could be doing to maximize arrivals and occupancy rates by focusing on value for the money – and he knows first hand about delivering a quality product for a reasonable price. That’s his Peach and Quiet Hotel shown at the top of the page – an establishment that has one of the highest occupancy rates in the country and a loyal fan base from around the world.
As always, Adrian’s latest newspaper article is well worth reading…
TOURISM MATTERS: Value for money great marketing tool
VALUE FOR MONEY is a frequently used phrase, but I wonder, from a tourism perspective, if we fully exploit it as a marketing tool or mission statement.
With our main market, Britain, still under considerable economic pressure, it is critical, both in terms of average spend and duration of stay, that we explore every possible opportunity to redress falling arrival numbers and occupancy levels.
It’s frankly very difficult to fairly argue that we are not a high-cost destination.
Going through a mass circulation British daily newspaper recently, you could not help to see that the average Briton pays a great deal less for many everyday products than we do.
One leading supermarket chain is offering 40 pounds sterling in vouchers when you spend the same amount.
It does not end with food or beverages; savings are right across the board. Take a small car that is currently being extensively advertised here in Barbados – the basic model can be purchased in England for around $21 000 on-the-road.
… continue reading The Nation article: TOURISM MATTERS: Value for money great marketing tool