Barbados must do everything possible to retain the Fairmont brand!

Fairmont Hotel Barbados

We need Fairmont – an iconic global brand

Adrian Loveridge - tourism expert, hotel owner

Adrian Loveridge – tourism expert, hotel owner

While not seeing it reported in our local press up to the time this column was submitted, I noticed a recent media release announcing the sale of Fairmont Royal Pavilion by its owners Quebec-based Ivanhoe Cambridge – a global real estate company with a quoted property portfolio value of CDN$40 billion across 20 countries.

In turn, Ivanhoe Cambridge is a subsidiary of one of Canada’s leading institutional pension fund managers.

What immediately stood out of this particular sale was the description ‘set on more than 17 acres of landscaped tropical gardens’.

With only 72 hotel rooms and a three bedroom villa, even when fully occupied (150 persons) that would give a staggering almost 5,000 square feet of land space for each guest.

If you are trying to visualise that, then just think before any additional land is purchased or room stock added, Sandals Casuarina currently offers around 778 square feet per guest.

The sales price was not publicly disclosed, but it appears absolutely apparent that the new owners will be seeking to increase the number of rooms either in a hotel model or villa accommodation to justify the acquisition.

Only time will tell if we will lose another international brand with a worldwide reputation for excellence, and what if any effects there will be on any planned closure and the ultimate long term benefit – as and when any enhanced plant re-opens sometime in the future.  A guess that the new owners will retain the brand

Of course, there is a lot of current speculation – and hopefully all will be revealed in the due course of time. Timing can be everything sometimes.

I would think that it is highly unlikely there will be any major disruption at Royal Pavilion prior to the end of the upcoming winter season, and before the promised concessions are firmly in place. Then there is the prolonged process of obtaining planning permission.

In my humble opinion, Fairmont is a truly iconic global brand. Over the years I have been privileged to stay several of their properties including Chateau Laurier, Copley Plaza, Chateau Lake Louise, The Queen Elizabeth and Vier Jahreszeiten etc. – which have been among the best managed hotels anywhere in the world.

Another tremendous strength of the group, which includes the Swissotel and Raffles hotels, is its loyalty programme called “Presidents Club”. I have been a member since 2001. Sadly, some of our tourism planners tend to forget the power and benefits that can be gleaned by retaining the allegiance of a guest or customer through these inducements.

Depending on the membership level, a myriad of ‘perks’ are available. I can tell you as a former frequent traveller that even simple things like an express check-in or check-out can have enormous appeal. Room upgrades, increased miles, earned free room nights or a welcoming cold drink can make all the difference to which brand you stay loyal to.

Nor should we question that many who travel on business and collect their miles and accommodation points specifically to use on an annual holiday.

That’s why the Barbados location is especially appealing and ‘we’ must do all that can be done to retain the brand.

1 Comment

Filed under Barbados, Barbados Tourism, Economy

One response to “Barbados must do everything possible to retain the Fairmont brand!

  1. compton de castro

    Am no tourist consultant but am a tourist.
    All sky risers in southern Spain and Portugal that catered
    for mass tourism are being demolished and being replaced
    with family villas….4 members/friends of one family sharing….at upmarket prices…but if shared it is more
    cost effective to the occupiers. My family shared a villa
    in Algarve south Portugal. 10 of us in 5 bedrooms with own
    private garden swim pool was absolute heaven at an affordable price. It was not cheap 850 pounds for a week.
    Thats 85 pounds per person ‘self catering ‘ …it was also
    10 minutes walk to the Atlantic beach….not Mediterranean
    sea…and peak time July/August. Summers in med is not
    everlasting but am sure the high season subsidised the
    low season prices with handsome profit for villa owners.
    Who incidentally used it themselves in winter months.
    Multi national mass investors are profit motivated…..
    too big to think sustainable ! Put short term profit over
    long term gains.
    My spill