Caribbean Targets High End, Niche Markets for Year-Round Biz

On Thursday, TMR spoke with Sylma Brown Bramble about her appointment as director of the Caribbean and her outreach to travel agents. (see article) Here, she shares her views on recent changes in the region and future niche marketing goals.

Sylma Brown Bramble, newly appointed to the post of director — The Americas for The Caribbean Tourism Organization (CTO), said that one of her key goals is to make the Caribbean a year round destination and not just a winter destination, “Niche marketing will help to do that.”

Important natural niche markets for the Caribbean include sports and faith based tourism and family vacations, she noted. “Some tour operators have packages for those markets, others don’t,” said Brown Bramble, adding that she is working with tour operators to develop packages for both mainstream and Caribbean Diaspora markets.

In the 30-plus years Brown Bramble has been involved with the Caribbean, she said that she has seen major changes, but the importance of travel agents and tour operators has been constant, she said. “The reports indicate that travel agents still sell a significant portion of travel.”

Travel agents tend to go thru tour operators, but travel agents, tour operators and airlines are all selling direct as well, she noted. “A lot of the selling is technology driven.”

The biggest recent change has been the advent of social media. “Years ago, there was no social media, mobile marketing, etc, said Brown Bramble. “The distribution channels have evolved to keep pace with new technology.”

She said social media is the most significant recent change. “Everyone is getting involved. There are different schools of thought. One says that it really is not that effective. Others say yes it is. But it drives people of like minds to communicate and isn’t something that should be disqualified.”

An Evolving Product

Asked about how the Caribbean product has changed over her years with the CTO, Brown Bramble said that the level of luxury and number of luxury products continues to grow. “A number of luxury properties have been investing or are planning to invest in the Caribbean.”

She noted that there has been a move to Four Seasons level properties on a number of islands. “Many countries are moving into the luxury category, but that is not to say there are not other hotels for every pocketbook,” she stressed.

In terms of air service, she said the JetBlue has been very aggressive. “It has been very welcome. It has affected pricing in some cases because they are a low cost carrier and other carriers have had to change. But destinations individually are also working to attract new carriers. And to the extent that that happens, the rest of the airlines have to pay attention. Obviously, the more carriers, the more competition, and the lower the pricing will be.”

She said that the CTO is not working with any airlines at the moment. “We encourage them to fly into the Caribbean and to do their own negotiations and create opportunities for member countries to meet with them, and venues in which experts can talk to our member countries.”

Added that funding is the main hurdle in creating new programs, she said she is confident that everyone in the region is aware of the need for a regional marketing effort, “and will come to agree on how it will be funded.”

Meanwhile, she is maximizing her current budget and reaching out to travel partners, including tour operators and travel agents. “If you know me, you know I never give up.” Brown Bramble invited travel agents to call on her office for anything that they need.

For information on the Caribbean, call the CTO office at (212) 635-9530.