Kingston hotels hold ground
Published April 14, 2010 Hospitality Jamaica
Moot activity-based marketing to boost room occupancy
Amitabh Sharma, Hospitality Jamaica Senior Writer
The top hotels in Kingston have reported a lukewarm response to the winter tourist season, which concludes tomorrow, as a result of global economic recession and subsequent reduction in business travel.
At the same time, events like the ISSA/GraceKennedy Boys and Girls' Championships got the cash registers ringing, which could hold the key for driving visitors to the city.
"Overall, we saw a reduction in occupancy for the Kingston area, except for probably the month of March," Nicola Madden-Greig, chairman, Kingston chapter of the Hotel and Tourist Association (JHTA) and group director of marketing and sales, The Courtleigh Hotel & Suites told Hospitality Jamaica.
"This was bolstered by a series of groups that affected citywide occupancy, including the Boys & Girls' Championships."
UPSWING IN OCCUPANCY
While economic challenges might be impacting the visitor inflow, Kingston is holding ground as the majority of arrivals are business travellers who drive the hotel traffic. Executives at Hilton Kingston and The Jamaica Pegasus said that their properties recorded upswing in occupancy during Christmas, Easter and the recently concluded ISSA/GraceKennedy Boys & Girls' Champs.
"We are a business hotel and our corporate travellers would not necessarily be influenced by the winter tourist season promotions," said Claudette Kenlock, director of sales and marketing at Hilton Kingston.
"While we have not experienced a significant decrease in overall business, we recognise the economic challenges which can affect travel," Kenlock added.
"Kingston is not as season-driven like the resorts generally are; during winter months we tend to get an influx of Jamaican residents from abroad, visiting with friends and family and enjoying celebrations like the Christmas and New Year's Eve holidays," informed Eldon Bremner, general manager, The Jamaica Pegasus.
Executives in the industry say that more such events could raise an interest among the leisure travellers for Kingston.
"Generally, even Kingstonians and Jamaicans in general have to recognise that Kingston is a tourist destination and does have a lot to offer to the leisure traveller," said Madden-Greig.
She further said that greater emphasis needs to be placed on driving leisure visitors to the destination, as this is the only area that can provide significant growth. "Greater focus on the sports, religious and special-event group travellers will also assist in this regard."
BEYOND SUN AND SEA
"It's not just sun, sea and sand that Jamaica has to offer," said Camille Needham, executive director JHTA.
Needham, who is both passionate and upbeat on developing Kingston as a leisure destination said that the city has a lot to offer. "We have Bob Marley museum, Port Royal, we have some beaches too, we have plays, and those who wish to go to the Blue Mountains ... we have a better night life than on the north coast."
The JHTA executive director said Kingston, which markets itself as the heartbeat of the region, is seeing the returns and will benefit from more events that are planned and organised here, "the way to go is activity-driven marketing."
Another hotelier representing the newest kid on the block, the Spanish Court Hotel, Maurice Bryan, sales and marketing director, feels that more advertising and marketing around Kingston as a destination can be done to increase the awareness and consequent travel to this wonderful city.
He said his hotel averaged 80 per cent occupancy throughout the winter.
The city's hotels also smell the coffee; while The Jamaica Pegasus has completed renovation of their 300 rooms, the Hilton Kingston informed that they are expecting more visitors by offering competitive rates, organising special events and themed promotional packages.
As the winter gives way to another season, hotels in Kingston are hoping more visitors will look at the capital city as a leisure destination, and give impetus to their business in the long run.
amitabh.sharma@gleanerjm.com
Moot activity-based marketing to boost room occupancy
Amitabh Sharma, Hospitality Jamaica Senior Writer
The top hotels in Kingston have reported a lukewarm response to the winter tourist season, which concludes tomorrow, as a result of global economic recession and subsequent reduction in business travel.
At the same time, events like the ISSA/GraceKennedy Boys and Girls' Championships got the cash registers ringing, which could hold the key for driving visitors to the city.
"This was bolstered by a series of groups that affected citywide occupancy, including the Boys & Girls' Championships."
UPSWING IN OCCUPANCY
While economic challenges might be impacting the visitor inflow, Kingston is holding ground as the majority of arrivals are business travellers who drive the hotel traffic. Executives at Hilton Kingston and The Jamaica Pegasus said that their properties recorded upswing in occupancy during Christmas, Easter and the recently concluded ISSA/GraceKennedy Boys & Girls' Champs.
"We are a business hotel and our corporate travellers would not necessarily be influenced by the winter tourist season promotions," said Claudette Kenlock, director of sales and marketing at Hilton Kingston.
"While we have not experienced a significant decrease in overall business, we recognise the economic challenges which can affect travel," Kenlock added.
"Kingston is not as season-driven like the resorts generally are; during winter months we tend to get an influx of Jamaican residents from abroad, visiting with friends and family and enjoying celebrations like the Christmas and New Year's Eve holidays," informed Eldon Bremner, general manager, The Jamaica Pegasus.
Executives in the industry say that more such events could raise an interest among the leisure travellers for Kingston.
"Generally, even Kingstonians and Jamaicans in general have to recognise that Kingston is a tourist destination and does have a lot to offer to the leisure traveller," said Madden-Greig.
She further said that greater emphasis needs to be placed on driving leisure visitors to the destination, as this is the only area that can provide significant growth. "Greater focus on the sports, religious and special-event group travellers will also assist in this regard."
BEYOND SUN AND SEA
"It's not just sun, sea and sand that Jamaica has to offer," said Camille Needham, executive director JHTA.
Needham, who is both passionate and upbeat on developing Kingston as a leisure destination said that the city has a lot to offer. "We have Bob Marley museum, Port Royal, we have some beaches too, we have plays, and those who wish to go to the Blue Mountains ... we have a better night life than on the north coast."
The JHTA executive director said Kingston, which markets itself as the heartbeat of the region, is seeing the returns and will benefit from more events that are planned and organised here, "the way to go is activity-driven marketing."
Another hotelier representing the newest kid on the block, the Spanish Court Hotel, Maurice Bryan, sales and marketing director, feels that more advertising and marketing around Kingston as a destination can be done to increase the awareness and consequent travel to this wonderful city.
He said his hotel averaged 80 per cent occupancy throughout the winter.
The city's hotels also smell the coffee; while The Jamaica Pegasus has completed renovation of their 300 rooms, the Hilton Kingston informed that they are expecting more visitors by offering competitive rates, organising special events and themed promotional packages.
As the winter gives way to another season, hotels in Kingston are hoping more visitors will look at the capital city as a leisure destination, and give impetus to their business in the long run.
amitabh.sharma@gleanerjm.com
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