Bermuda Looks to Bond With Agents

Only a few months old, the new Bermuda Tourism Authority is looking to forge new relationships with travel agents.

This week Bermuda had the opportunity to connect with hundreds of agents attending ASTA’s Global Convention onboard the Norwegian Breakaway, which was in port for a few days.

Before they arrived, Travel Market Report spoke with Victoria Isley, the tourism authority’s chief sales and marketing officer, about what Bermuda offers agents and their clients.

Who is the primary customer for Bermuda and what draws them?
Isley: It’s an affluent traveler who comes here. We call them city sophisticates. They’re looking for an easy escape – we’re only an hour-and-a-half flight from major East Coast cities.

It’s about the sense of place and experience that Bermuda offers. It’s a combination of the sheer physical beauty, the energy of the people and the time and space that the island allows for people to connect with whom and what matters most.

Tell us more about the people of Bermuda.
Isley: The Bermudian people are definitely an asset. They will share their insider’s tips on what to do here.

And there’s a new generation of Bermudians creating interesting new tour companies. One is Hidden Gems, which provides experiential day trips around the island, and another is UberVida, which does great water activities like snorkeling and cliff jumping.

What’s new on the island?
Isley: The Fairmont Princess has just completed the first phase of a $90 million renovation that includes a new marina, a rooms’ refurbishment and an infinity pool. Chef Marcus Samuelson, who’s had a pop-up restaurant here, will open a permanent restaurant at the Fairmont next year.

The Pink Beach Club has started work on a 34-room boutique hotel that will open in 2016. And Elbow Beach Bermuda, which had been under the Mandarin Oriental flag, recently reopened under independent management.

Also, Bermuda is one of two finalist destinations for hosting the America’s Cup in 2017. Whether we’re selected or not, we’ll be hosting world series racing events during the next few years leading up to America’s Cup.

Why is Bermuda a good destination for travel agents to focus on?
Isley: Our customers are affluent travelers who are less concerned about price than they are about saving time – they value the assistance of a travel agent. We have a very loyal clientele. Many have been coming to Bermuda for years and now want to take multigenerational vacations. That’s an especially good area for agents.

How about Bermuda’s appeal for honeymoons and romance?
Isley: This has always been an important market and continues to be. Bermuda is a place where couples disconnect from daily life and then reconnect with each other. We’re emphasizing its appeal not only for weddings and honeymoons, but for anniversaries as well. We have a campaign going in Canada now called Renew Your Wows.

What other niches you’re focusing on?
Isley: Corporate incentive travel is one that we’re interested in and one that is showing interest in us. We have many different options for groups to connect and collaborate. The Fairmont has a 10,000-square-foot ballroom and other amenities for larger groups. Another option is for corporate groups to buy out a small hotel on the other side of the island.

What is Bermuda doing new in terms of promoting tourism?
Isley: The Bermuda Tourism Authority is a new entity that just got started last April. It’s an independent, not-for-profit organization that replaced the Bermuda Department of Tourism, which was government-run. We’re looking to form strong partnerships in the travel world, including with travel agents. Hosting ASTA is a big part of this, something we’re very excited about.

Editor’s note: This is an expanded version of an interview that originally appeared in the ASTA Global Convention Daily Report, which is published by Travel Market Report.