Tourism: Low Cost Marketing Strategy an Option
As we enter another new year, perhaps the best way to sum up the mood of the industry is to quote the title of the classic novel by Charles Dickens, Great Expectations.
As and when the long promised concessions to the sector become a reality there is a hope that viability can be restored and collectively we can re-build the arrival numbers without sacrificing the average duration of stay.
I believe there are many more ways the diverging interests in tourism can work better together with joint promotional activities. Some may inevitably benefit more than others, but that is almost impossible to avoid. What cannot be disputed is with this approach the destination garners increased visibility and that will become increasingly more important if we are going to regain past long stay visitor falls in critical markets like the United States.
Over the years we have pioneered a number of co-operative campaigns including the first joint villa full page ‘ads’ with three of the major rental companies collectively advertising, the first 12 page Barbados supplement in a leading magazine targeted towards Caribbean travellers, the first intra-regional travel event, the first fully functioning small hotel grouping, Barbados Treasures, Carib Escape, airline/accommodation inclusive packages, our Rewards Card and MILESCloser, a frequent flyer programme, among several others.
More recently we resurrected the re-DISCOVER dining initiative which was initially rolled out in early 2002 after the tragic events of 911.
While exact numbers have been difficult to quantify, because we rely on each restaurant reporting back, there is every indication that over 13,000 locals and visitors sampled a re-DISCOVER menu in 2014.
What all these projects have in common is that they all cost relatively little to conceive and successfully implement, with every single one proven to be cost-effective. Each ‘project’ was consistently monitored and assessed for success or failure with a return on investment varying between 10:1 and 40:1.
Simply put, sharing expenses makes sense, especially in a marketing medium like advertising that is largely considered as relatively expensive and it allows smaller partners to make a bigger presence, in existing and emerging markets.
It must be obvious by now that with the current Government fiscal challenges that ‘we’ are not likely to see a return to $100 million annual budgets previously granted to the Barbados Tourism Authority (BTA) and its replacement in the foreseeable future.
Clearly the previous Chairman felt unable to perpetuate this uncontrolled spending by describing the BTA as ‘a slothful wasteful and inefficient organisation in an increasingly dynamic, technologically-driven, and commercial industry’ when demitting office.
Given the inherited financial baggage, I seriously doubt that we will ever see this scenario repeated with the Barbados Tourism Marketing Inc (BTMI), so the only other logical conclusion is for the private sector to step up to the task by driving its own national marketing initiatives.
Without a marketing professional from the national trade body, the Barbados Hotel and Tourism Association on the board of BTMI, it is difficult to see how any potential synergies can be exploited to their full potential and I personally believe this is a huge oversight.
Barbados Underground 
Let us take note that the Barbados Statistical Service has not published figures for October, November or December 2014 at the last check. Be reminded this is our most important sector currently paying the bills. How can we debate the industry from an informed position, how can we build confidence from the fact we are efficient managing the industry, how can we not say that the tardy publication of industry stats is not systemic and compromising national productivity especially in the public service?.
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Here is the latest from Governor Worrell and the Central Bank of Barbados:
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‘Tourist arrivals have held up in 2014’ – What does that mean? Clearly the Governor has extracted the figures from the BSS, but the rest of us are denied. Even if they have ‘held up’, 2013 recorded the lowest number of long stay visitors during the last 11 years. Down 27,782 on the previous year and down a staggering 64,417 when compared with 2007 figures.
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The Governor has obviously seen 2014 numbers year to date, why isn’t the taxpayers privy as well? To inspire Barbadians and business planners these numbers must be made available as soon as possible. Surprised we have not had a clamour from the private sector on this issue.
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So does that mean the country can expect an upgrade from standard and poors?
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We don’t claim to know too much about marketing but the people who we rely seldom talk about low costs. To them there is nothing in marketing which is ‘low cost’.
This may well be a problem in Brabados, this attitude that an old car tyre can be patched a hundred times.
And we don’t know where the brains in marketing Barbados get their ideas from. They certainly don’t resemble those of the ‘Geico men’ on the cutting edge of this vicious industry.
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The Govenor of the Central Bank is obviously focusing on the “positives” in the economy as he sees it. We would not want him to create a run on the banks.
The Statistics that truly matter are not how many Tourists we gained or lost but how much MONEY was SPENT by Tourists.
Does anyone know if the money spent by the BHTA members on marketing their own hotels is tax deductible?
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Hants, like any other business on Barbados, Yes it is. But of course it only tax deductable if you are making a profit and paying taxes.
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The Governor’s rosy picture of the economy must be analyzed against todays Nation front page story.
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This one David ? lol
It seems there has been a invasion of Who’s Who, whatever their rank on the celebrity scale. – See more at: http://www.nationnews.com/nationnews/news/61598/celebs-soak-sun-sea-sand#sthash.1CMIcxuH.dpuf
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@Hants
This has always been the case. The rich and famous especially from the UK like to frolic on the rock.
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David re the “Govenor’s rosy picture,” he is just being extremely optimistic.
I am hoping that the BTMI is doing due diligence in Toronto.
Ok let me help.
http://www.theweathernetwork.com/14-day-weather-trend/canada/ontario/toronto
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Until we find another industry to replace tourism we have to work hard at getting new “business”.
We also have to continuously improve the quality of the product we offer if we want repeat visitors.
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@Hants
We all need to be concerned the the Severance Fund is being used to prop up the Unemployment Fund. When the ERat clears the 80 outstanding cased what will it mean? Remember Caswell has confirmed that severance is not being paid.
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Where is the promised Tourism Development Master Plan ?
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I’m in favour of supporting a cooperative marketing campaign to attract visitors to my holiday cottage. Call me at 432 1292
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@David wrote “We all need to be concerned”
We already are. We can only hope it is not as bad as it looks.
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“Tourism: Low Cost Marketing Strategy an Option”
It was very interesting to hear the owner of Fisherman’s Pub, Clement Armstrong, on tonight’s edition of the CBC TV 8 Evening News talking about his success in marketing his Speightstown, St. Peter based bar and restaurant.
Armstrong noted that, against the background of some restaurants closing their doors during 2014, and as well as during the Christmas season, he has been able to keep his doors opened during 2014.
The pub caters to both locals and tourists, offering a menu predominated by Barbadian dishes, as was done by his great-grand mother in the 1930’s.
Clement said although he markets his business establishment, a particular emphasis is placed on customer service, since no matter how good your marketing strategy may be, excellent customer plays an important role in soliciting repeat customers.
What was also interesting was the fact the pub’s owner said his establishment receives good reviews from Trip Advisor, and he uses the comments on this site to improve his service.
Perhaps the Barbados Tourism Marketing Inc. could take a few hints from Clement.
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It is -13 degrees C in Toronto.
It is PLUS 25 degrees C in Barbados
A great opportunity to entice Canadians to head south.
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We picked up some friends from the airport last night….. One and a half hours to get through immigration… Only 4 booths open for three plane arrivals. Welcome to Barbados. The basics need fixing too.
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Hants January 5, 2015 at 8:37 PM #
It is -13 degrees C in Toronto.
It is PLUS 25 degrees C in Barbados
A great opportunity to entice Canadians to head south.
From http://www.merriam-webster.com/
Toronto newspapers are full of ads enticing Canadians to head to Cuba, Mexico, DR, Jamaica, St. Lucia, etc. and of course to Sandals everywhere in the Caribbean.
When is the last imd you saw a newspaper ad enticing Canadians to head south to Barbados?
Come on BTMI, BTHA etc – time to do some newspaper enticing
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@Adrian
Without a marketing professional from the national trade body, the Barbados Hotel and Tourism Association on the board of BTMI, it is difficult to see how any potential synergies can be exploited to their full potential and I personally believe this is a huge oversight.
I assume you have seen the BTMI ad in the papers (See page 7 of Jan 5 Barbados Today) seeking to fill the vacancy in the position of DIRECTOR MARKETING.
It boggles this mind that the Government entity, launched in October 2014, “to promote, assist and facilitate the efficient development of tourism; to design and implement suitable marketing strategies for the effective promotion of the tourism industry; to make provision for adequate and suitable air and sea passenger transport services to and from Barbados; to encourage the establishment of amenities and facilities necessary for the proper enjoyment of Barbados as a tourist destination; to carry out market intelligence in order to inform the needs of the tourism industry; to register, license and classify tourist accommodation according to the standard of amenities provided; to register and classify restaurants catering primarily to tourists; according to the standard of cuisine and amenities provided; to register and regulate such forms of service for tourists as the Minister determines; and to do such other things that in the opinion of the Authority would facilitate the proper discharge of its functions or would be incidental or conducive thereto” is advertising for a marketing professional to fill a vacancy of DIRECTOR MARKETING in January 2015,
Was it a huge oversight that BTMI was launched without a DIRECTOR MARKETING, or has one already quit or been “retrenched”
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DD,
I totally agreed. What I really meant with the BHTA, was that one of their members who has a proven track record in marketing was NOT appointed to the board of the BTMI. To me the most important position is to find a marketing person that has already had experience which can be measured for success and cost-effectiveness.
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A certain future coalitional regime of Barbados – and of which the PDC shall be part – will ABOLISH all TAXATION in this country and at the same time help create a post-TAXATION society for Barbados.
Taxation shall be replaced by a set of political financial strategies that will, et al, be intended to allow the government to fairer and more properly than before to have access to and make use of actual money in this country, and to fairer and more properly than before come commercially by its own remunerations.
Every single Barbadian deserves to be absolutely freed and liberated from the evil wicked demonic irrational unlawful unconstitutional scourge of TAXATION.
And, so, such a political combination shall duly oblige in helping bring about such a necessary revolution in the financial affairs of this country.
PDC
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http://www.theguardian.com/film/2013/nov/08/cameron-diaz-rihanna-the-counselor-redub-dialogue
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The recently arrived Nigerian students have given Hotel Casa Grande a failing grade. But why are so so mum on this Nigerian student issue?
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Hants January 5, 2015 at 1:05 PM #
Until we find another industry to replace tourism we have to work hard at getting new “business”
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Another industry? Do you realize that many of the once vibrant factories in the various industrial estates have now gone the way of Andrews Sugar Factory, or engaged in non-industrial businesses. Stalin turned all of the churches in post revolution Russia into Factories, we here in Barbados appear to be heading for a reversal of that process.
There was a time when Tin Smiths, Welders and a host of other tradesmen and artisans were engaged in a wide spectrum of manufacturing,mainly for domestic use. Nowadays we are spending millions, importing food graters, seives, mops , brooms and such mundane items mainly from China. If we no longer wish to,or are incapable of manufacturing such simple things, that can save this country valuable foreign exchange, how are we going to cope with more complex industries?
What are the people whom we have spent millions on at Cave Hill ,doing to move this country forward? Sweet FA. Once they were securing jobs with COW, Bizzy of the Goddards, now they are after lucrative pensionable jobs in the Barbados Parliament.
Looks like we are stuck with this tourism thing, until ,as the Minister recently said, till the cows come home,or until we have lost the tourists, due mainly to the same Minister’s failing .
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Below comment taken from Nation Newspaper Blog 7th January
his story would be laughable if it were not so serious–bad food, illness, a fed-up sponsor, armed soldiers and police. OMG! Have we in Barbados become a bunch of savages?
We have earned the distinction of being inhospitable to black and non-white guests, all remnants from years of enslavement by our white masters, and for being brainwashed into believing that a tourist is only a white Brit, North American or European. Slavery has really messed up the minds of Barbadians.
Over the years we have revealed our arrogance and downright ignorance when it comes to treating people from West Africa, South America and the Caribbean. It is one of the reasons highlighted by our neighbors why they do not like Bajans. They say we are snooty and think ourselves better that everyone else.
We treated the Guyanese with disdain and hostility all because they sought a better life here and developed the agriculture sector. Bajan women lashed out at local men for falling in love with the Guyanese lasses. We spread nasty rumors about the Nigerian nurses at the QEH after their strong work ethic exposed some of our own shortcomings. We showed little or no empathy for the stranded group from Senegal whose plane never returned to pick them up. We were brutal toward Raul Garcia when he asserted his human rights to be released from prison after serving his sentence as a model inmate.
Our lack of knowledge led us to believe these Nigerian students were coming to spread the dreaded Ebola virus to Barbadians. The fear and hysteria over Ebola was more likely to kill us than the disesse itself. Now that Ebola is off CNN and FOX News we have relaxed even though hundreds of people in West Africa are still dying each day. But as I have been warning for months, the “poor” students were much safer in the oil-rich Delta State, rather than come here and be infected with Chikungunya and Dengue Fever.
Yesterday I posted: “The Nigerians greatest fear and misery should be contracting the deadly Chikungunya disease. Let’s hope the BHTA, BTMI and Ministry of Health distributed mosquito repellant as a warm welcome gesture to these African guests, just as they have done for the British, Europeans and North Americans on the south and west coasts.”
Now to add to the students woes, there is food poisoning and they are being treated as though they are mercenaries invading the island. Why would armed soldiers be brought to the hotel because students are expressing their frustrations as a result of feeling shortchanged in their accommodation plans?
The Delta State government did not pay for them to stay in substandard 1.5 Star conditions. There is no way Barbados should have a property classified as a hotel below a 3.0 Star rating. It is for Donna St Hill to ensure these students get the equivalent accommodation and service for which they paid. There is a direct correlation between academic performance and comfort.
TripAdvisor is “on fire” with negative comments about Casa Grande hotel–cockroaches, rats, mosquitoes, broken fittings, bad food and dirty utensils, and rude management and staff. This hotel and the all-round poor treatment of the Nigerian students are not doing Barbados’ tourism and hospitality any good at all. It looks like the same conditions that exist/ed at the stores in the city have made its way to the countryside, under the same owner.
http://www.nationnews.com/nationnews/news/61755/sick
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David
Are you planning to do a blog on the Nigerian Students and Casa Grande Dump saga anytime soon?
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Anthony January 7, 2015 at 11:05 AM #
What is happening at Casa Grande in relation to the Nigerian students, should come as no surprise to many Barbadians. I work for a big company in Barbados,and over the years I’ve noticed that when people from Europe/USA/ Canada and the like, come a- visiting, they are accommodated in the top hotels,and there is a hired car waiting for them. Not so when visitors are from our sister Caribbean islands. They are booked into a less luxury hotels,and they better catch a bus to get to the company .
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@Grace Fuller
Ms Ram is getting the publicity she deserves with no help needed from BU.
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@Colonel Buggy January 7, 2015 at 10:15 AM #
There was a time when Tin Smiths, Welders and a host of other tradesmen and artisans were engaged in a wide spectrum of manufacturing,mainly for domestic use. Nowadays we are spending millions, importing food graters, seives, mops , brooms and such mundane items mainly from China. If we no longer wish to,or are incapable of manufacturing such simple things, that can save this country valuable foreign exchange, how are we going to cope with more complex industries?
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I wonder why the Polytechnic does not offer stand alone courses in welding and iron mongery???
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“The 90 students are in Barbados to attend the Barbados Community College (BCC).”
We need to know. What did the students pay for and was it clearly documented.
This would go a long way in understanding the situation.
They are students not tourists so they need to have comfortable living conditions that at least are the equivalent to University dorm rooms with a few “community lounges” at the location.
As a Black majority country we should treat our African brothers with respect and try to make them feel welcome.
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Artaxerxes wrote, very perceptively, “Perhaps the Barbados Tourism Marketing Inc. could take a few hints from Clement.”
Not “a few hints!” Make Clement Armstrong the Chairman of the BTMI. He is an amazing businessman and a fantastic human being, and a credit to Barbados. Every customer of The Fisherman’s Pub always gets a warm welcome from Clement and, when leaving after the best lunch available in Barbados, his message is always, “Thanks for your business and support.”
Happy New Year, Clement. See you later in January.
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There are also some Nigerian students studying in Guyana, and so far they seem to have been well received and have settled down well. Could a thousand Frenchmen , or Guyanese,or Jamaicans or other Caribbean peoples be wrong in their assessment of the attitudes of we Bajans?
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The problem with the Nigerians is that they were originally shedule to enter Barbados around the time of the Ebola scare and because of the delay they have missed out on the reservations originally made at Infinity Hotel. It seems Casa Grande was the only hotel with room and of course Barbadians know why 🙂
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These Nigerians has just confirmed that Casa Grande is less luxurious than the other hotel at Dodds. Five minutes walk from the airport,she once advertised it ,but fail to say you must have legs 15 feet long.
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David
Your HARLEQUIN PROPERTY comment (re: Merricks) reminded me to Google that other scam, Pure Beach Resort & Spa, to see what’s happening there.
Can find nothing new.
But I did find the following in the LinkedIn bios for Shin Lee (Founding JV Partner of Pure Beach, and Mathew Kim (Managing Director at Baytree Real Capital Inc. in Toronto).
“Projects
Pure Beach Resort & Spa(Link)
April 2013
Pure Beach Resort and Spa is a luxury resort based in Barbados with offices in Toronto, Canada. A ceremony was held in October of 2011 to celebrate the approval to proceed with development and the initial breaking of ground. One of the primary goals of Pure Beach Resort and Spa is to attract tourists to the tropical region in the hopes it will boost the economy. In addition to serving as a luxury resort for tourists seeking rest and relaxation, a portion of the 300 condominiums will also double as permanent residences.
The Lubner Group was commissioned to develop and design the interior of Pure Beach Resort and Spa. Lubner is responsible for numerous luxurious interior designs including the Ritz Carlton, Disney World, and MGM properties. In order to uphold the five-star expectations of the resort, custom furnishings, and unique designs, Lubner will strive to add a native touch to the property by relying on the use of materials local to Barbados. In addition to creating authentic and luxurious designs, the use of local materials will offer investors a cost-effective opportunity to purchase one or multiple units.
Property completion is scheduled no later than 2018, and total construction is estimated to cost $600 million. The wide variety of amenities and activities available at Pure Beach Resort and Spa will include five or more swimming pools, swim-up bars, nightclubs, underwater activities, and a spa on-site. Boutique stores and local pastimes such as fishing will also be available off the resort.”
Sounds like Sandals will be facing some serious competition from PURE Beach not later than 2018
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http://www.tripadvisor.com/Hotel_Review-g616286-d1155695-Reviews-Casa_Grande_Airport_Hotel-Saint_Philip_Parish_Barbados.html
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I have just heard on the 100.FM 5pm news that US arrivals for the period Jan-Oct 2014 were UP 8.3 per cent.
Now the TRUTH.
January down .06 per cent
February down 2.1 per cent
March down 19.0 per cent
April down 9.6 per cent
May down 5. per cent
June down 3.9 per cent
July UP 6.0 per cent
August UP 1.8 per cent
September down 10.1 per cent
October down 1.9 per cent
These are figures reported on the Barbados Statistical Service website (anyone can check) with the single exception of October which is reported by Bloomberg.
Reality has to kick in – the public can only be lied to for so long.
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@Adrian
Did you hear Senator Irene Garner on the news this evening? She painted a bright picture for tourism performance based on projections and indicated from last quarter 2014 the numbers shave been trending upwards.
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Does Barbados have the opportunity to promote the country as a zone of peace?
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David, if Sandals fill their 280 rooms for 11 months of 2015 of course we are going to see an increase but it is based against the 2 worse performing years (2013 and 2012) in the last 11 years. And what about every other accommodation provider? We would need at least a 10 per cent increase across the sector to make any meaningful difference.
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David January 10, 2015 at 5:15 AM #
Does Barbados have the opportunity to promote the country as a zone of peace?
A zone of peace would have to include the neighbouring Caribbean islands, otherwise we will be like the then West Berlin stuck in the middle of communist East Germany,depending on a fluid corridor to enter and exit.
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Barbados Tourism could benefit from the extreme cold in Ontario
It has been minus 10c to minus 30c(wind chill factor) for the last week. In Bajan parlance it cold as brassbowl.
Canadians head south during and after these frigid cold spells. Hopefully the BTMI in Toronto is busy working with its new ad agency and loyal travel agents.
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Gun Hill Signal station at long last has been refurbished. Lets hope that the Garrison and Bridgetown is next on the agenda.
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