The Adrian Loveridge Column – Opportunities

rediscoverWith a March Easter this year, our geographical climatic advantage soon disappearing and imminently approaching the softer and far more price sensitive eight month summer, we have the added challenge of experiencing radical falls in the currency of two major source markets (Canada and the UK).

I hope our tourism planners and policymakers are looking at creative ways of getting across that we are still able, as a destination, to offer value for money. From all indications on social media sites Canadian visitors and to a lesser extent British visitors are moderating their stays by either reducing the duration and/or skipping some of the ‘luxuries’ by not eating out so often or eliminating customary car rental.

While it’s a subject I have mentioned before, for most tourism businesses, it’s a critical time to look at revenue control again just like every other successful trading entity does globally on a frequent basis. In the case of our restaurants, I remain convinced that by using more locally sourced products and offering a value-added menu for early diners it‘s quite feasible to maintain turnover and viability.

It’s a known fact that more mature people prefer to dine earlier and if a price adjustment, as in the case of our re-DISCOVER initiative, can tempt additional people to a particular restaurant, the owners and/or operators of that particular establishment stand a good chance of filling at least some tables two or three times during the same evening. None of this is rocket science of course.

Many of our suppliers and distributors to the tourism industry also need to be woken from their apparent slumber of order taking and be far more proactive and innovative. For instance, by smart partnering with manufacturer’s to offer a wine of the month at a reduced price. It is a realistic objective that added volume making up any overall loss of total revenue and along the way the added benefit of increasing brand awareness.

Likewise with a particular food item or other commodity tendered on the same basis.

To monitor the take up response of the re-DISCOVER lunch and dinner initiative we have included an annual competition which offers  a prize to two lucky people who can win return flights to Barbados, 7 night’s hotel accommodation, a rental car for one week and a submarine adventure. The 2015 winners, a couple from Canada arrive this week and we would like to place on record our sincere thanks to the Barbados Tourism Marketing Inc, The Crane Residential Resort, Courtesy Rent-a-Car, Trimart Supermarkets and Atlantis Submarines for their incredible support in making this possible.

To qualify for entry in the competition, the user has to eat at one or more of the 60 plus participating restaurants. From entries received so far it is encouraging that the average use is in fact three different restaurants which, through our eyes, clearly demonstrate that our visitors are really looking for value-for-money.

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5 Comments on “The Adrian Loveridge Column – Opportunities”

  1. David March 13, 2016 at 6:26 AM #

    According to a report published in the Daily Mail Barbados features at #6 on the list.


  2. ac March 13, 2016 at 6:40 AM #

    too early to talk blood and gore ,,Some people never engaged or highlight positives it must always be stories that are littered with piles of the morbid associated with the mentality depraved which affects and afflicts society


  3. David March 13, 2016 at 10:17 AM #

    It is amazing the rationale the Daily Mail has used to list murders/hotpots per country. It just shows how fickle tourism can be where matters totally out of our control can debilitate an industry.


  4. Due Diligence March 13, 2016 at 11:10 AM #

    Thanks David

    Barbados #6 – Jamaica #18 ????????

    I think I will pass on Pakistan, Afghanistan and Banglades;, and take my chances in Barbados – at Sandals Barbados, where everything is included and I won’t have to venture out into the mean streets of Bridgetown, Spietstown and Oistins.

    ac – Suggest you may want to send the following link to the Daily Mail.

    It includes

    “Aside from the fact that it’s freezing cold in Canada, it’s safe…we go out late at night to any part if the island and never feel uncomfortable,” Jim noted, while Marilyn added: “I just love the friendliness of the people; everywhere we go we always feel welcome and safe”.


  5. Due Diligence March 13, 2016 at 11:17 AM #

    On reading the GIS story. I noticed this.

    “No more donkey carts,” Jim said laughingly, then added: “When we first started coming here, in St. Lucy and St. Peter, a lot of people didn’t have water directly in the house, they had stand pipes so you would see the women gathered around the standpipe chitchatting. That’s all gone now; persons have water in the house and electricity”.

    While there are still no more donkey carts, Jim’s 2016 visit may bring back memories of the women gathered around the standpipe chitchatting.


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