Submitted by Adrian Loveridge
The speculation concerning exactly just how much the global economic meltdown is going to affect our critical tourism industry goes on. In reality, I do not suppose that any single person or entity has all the answers, so what do we do?
Clearly, lying down and playing dead is not an option, either from an individual business perspective or at a national level. I think if it were left to me, my first concentration would be on identifying the tourism partners that continue to do well. Are they doing something that can be copied or emulated?
Which of our hotels are maintaining high occupancy at published rates?
Which restaurants, activities, attractions and car rental companies are holding their own, and have they adopted a difference way of conducting business to ensure viability is maintained?
There is no doubt that the airline business must be one of the most challenging of any kind in the sector, but that doesn’t stop some of them trying to protect, and in fact increase market share.
Virgin Atlantic for instance have just spent almost BDS$20 million to produce and air what only can be described as attention grabbing ‘state of the art’ television commercials to both celebrate their imminent 25th anniversary in business and fill seats (see Youtube video above).
As one of the 30 routes Virgin currently serves, this gives us (Barbados) an amazing opportunity of partnering with the airline to share in the greater awareness, and hopefully demand, that the airline is creating.
The more aggressive cruise ship operators have started to include shore excursions in the packages to give them a marketing advantage in an industry littered with widespread discounting.
Another opportunity for Barbados, when clearly some of our attractions appear to be suffering more than others!
And on a local level, it’s refreshing to see some of our world class restaurants offer a reduced price fixed price menu. One particular award winning establishment is tempting both visitors and locals alike with a two course lunch at $90.
Could this not be replicated at a national level with a special emphasis being placed on using ingredients produced here?
No doubt all these and other promotional opportunities are currently being considered by our policymakers, but the clock is ticking and our competitors certainly are not sleeping.
For sure if we are going to protect employment in the rapidly approaching softer summer season, then it is going to take the most creative people across our nation to work together.
Forming smart partnerships is not an option, it is an overwhelming imperative!
The blogmaster invites you to join the discussion.