June is traditionally one of the most challenging months of the year. In fact, June 2013 recorded the lowest number of long stay visitors for that month during the last 11 consecutive years.
The most recent national marketing initiatives, notably the Barbados Island Inclusive promotion, have clearly not made any significant difference.
Some even may argue that ‘we’ have spent precious marketing dollars diluting average visitor spend rather than generating any meaningful additional numbers to our shores. This may partially explain why the programme was not repeated in the United Kingdom this year, but surprisingly retained in other markets.
If it has not yet been subjectively analysed, I think it’s time to look at specific ways we can target niches that may have a reason to travel in these softer summer months. While this seems blatantly obvious, I am not always sure we apply the principal in the most objective way. Continue reading