Marketing the Caribbean to the Affluent
by Harvey Chipkin /This is the second story of two stories on the Caribbean for luxury travelers
Caribbean destinations are enlisting the support of travel agents in aggressively marketing the region’s growing luxury offerings.
Their message: the islands offer the kind of experiences the affluent seek in destinations that offer great value and are, for many clients, relatively close to home.
Focus on experiences
Island tourism offices have moved from focusing on sun and sand to promoting the wide range of experiences.
Chrislyn Lashington, a spokesperson for the Grenada Tourism Authority, said the island is “an authentic, uncommercialized destination that does not cater to mass tourism.
“Affluent travelers most want to brag about a new and exciting experience and traveling to Grenada allows one to brag they’ve interacted with the locals at the fruit and vegetable market, that they’ve seen the world’s first underwater sculpture from their privately chartered catamaran, that they’ve explored the countryside finding clues of the island’s rich past,” she said.
Grenada’s tourism authority targets high-end travelers through luxury trade shows, magazines and blogs, with a renewed emphasis on food and agritourism—special interests that have strong appeal to the wealthy. The island is also hoping to boost encourages luxury cruises and sees a growing trend toward stops by private yacht cruises.
New luxury properties
Similarly, St. Kitts, which has had a relatively low profile in the region, is stepping up its marketing to the affluent after the opening of several luxury properties.
Racquel Brown, the St. Kitts Tourism Authority’s CEO, called her island, “a refreshing alternative to ‘been there done that’ destinations.”
St. Kitts’ strategic marketing plan has a particular focus on reaching affluent travelers through their relationships with travel agents and tour operators who sell luxury, said Brown.
“We also reach the affluent via social media, public relations, advertising and direct marketing, ensuring that we have a presence in the luxury lifestyle publications they read,” she added. “Our digital efforts in particular are segmented to reach particular geographic and demographic targets.”
Exclusivity
Antiqua and Barbuda, small islands, operate a series of luxury road shows coupled with product presentations and learning seminars each year to the islands’ top selling agents, according to Maria Blackman, a marketing executive for the Antigua and Barbuda Department of Tourism.
Nevis, also a small island, touts its exclusivity. Greg Phillip, CEO of the Nevis Tourism Authority, said, “Nevis is different because it is exclusive, devoid of fast food chains and casinos with an airport that accommodates small planes and private jets.
“We are always mindful that the agents who sell Nevis typically have special relationships with their clients,” Phillip said. “Therefore an effort is placed on providing support that will aid in the strengthening of the agent-client relationship.
“An example is that we will meet and greet a client on arrival at the airport to insure they get a sense of personal service.”
Specialist programs
Larger islands, of course, are also targeting the affluent. The Jamaica Tourist Board partners with suppliers who cater to upscale clients to host agents on experiential fam tours, said Donnie Dawson, deputy director of tourism, sales.
“[Fams]have proven to be the most effective mode of introducing and updating agents on the product,” he added.
Many islands offer agent certification programs.
Jamaica’s travel specialist program called Jamaica Travel Specialist, One Love Rewards Program, offers graduates destination updates, direct contact with sales managers, and invitations to events and fam tours. Even with all the new technology, personal sales calls remain key to Jamaica’s efforts.
Big Benefits
Barbados’ Barbados Elite Club Program offers a host of benefits for agents, said Barbados Tourism Marketing’s senior business development officer Eusi Skeete.
These include rewards and opportunities to win travel or cash prizes, on-island VIP service for members, personalized client recognition, preferred agent listings on the tourist office website, joint marketing support and co-op advertising opportunities, and fam trips.
And Anguilla, which has long targeted the affluent, has a Certified Anguilla Specialist program that offers a monthly e-newsletter to the trade, as well as a quarterly villa edition, customized support for agents who have VIP or celebrity clienteles, and fams for top-performing agents.
Related story:
Luxury, Caribbean Style