Riding the summer waves

- Kingston hotels seek to capitalize on city based events -
 
- Roll out aggressive marketing spree to match opportunities -




Published, May 12, 2010
Hospitality Jamaica


As the mercury is shooting, so are the efforts by Kingston based hotel and hospitality industry to make the best of the summer.

To get the maximum mileage in the season, the Kingston chapter of Jamaica Hotel and Tourist Association (JHTA) has stepped up the marketing campaigns to target new markets.

“While Kingston does not have the typical seasonality as the North Coast, we are looking towards decent travel from now until September,” said Nicola Madden Greig, chairman, Kingston chapter of the JHTA.

This projection, she said, is bolstered by numerous special events as well as the Emancipation/Independence week; “this is when we see a lot of returning Jamaicans.”

Charting the past trends, the increase in occupancy and visitor traffic to Kingston has been correlated to events that are held in the capital. Promoting ‘Brand Jamaica’ as an events destination is one of the key thrust area of the Jamaica Tourist Board (JTB).

“Events form the core of our Experiential marketing efforts enabling the JTB to offer stimulating brand experiences and “emotional charges” or “passion points” that connect with visitors and deepen their commitment to the Jamaica brand,” Jason Hall, deputy director of Tourism (Cruise, Events & Attractions) told Hospitality Jamaica.
The tourism marketing entity has been looking into a variety of options. “We focus on a range events including; culinary, adventure, cultural (includes music festivals), sport, faith based, heritage and so on,” Hall informed.

INNOVATIVE MARKETING
Hall also informed that JTB, is also exploring innovative methodologies, “In light of budgetary constraints we have not been able to support as many events as we had hoped to and this regard we are working on formulating new models for support and collaboration with the private sector”, he said.

For a long term, JTB is also working with the Ministry of Tourism to develop national strategies for, Sports Tourism, development of Yachting and Marine Tourism Product and Health and wellness.

The latter being the theme for the largest events that will be held in Kingston; Health and Wellness festival and Shakti Love Fest.

The JTB executive also encouraged those planning events and seeking partnerships with the tourism body to apply in advance. “Proposals should be submitted at least nine months before the staging of the event,” Hall said.

This, he said, will enable to craft and execute a proper PR action plan as well as to be able to engage tour operators and the trade as a whole in the target markets to come up with competitive and attractive packages with ample lead time to market to the trade.

As a part of their initiative to promote capital city as a tourism destination, the JHTA has undertaken various marketing initiatives. “The Kingston Chapter recently concluded a three-day annual sales blitz to the Cayman Islands as part of our on-going efforts to target guests from the region,” informed Madden-Greig.

This effort, she informed, will be coupled by a sales blitz in September targeting the islands of Trinidad and Barbados as a part of the annual Caribbean sales blitz.

Attracting local visitors is also a part of the JHTA thrust, “Member hotels are also aggressively targeting the local population with special weekend rates geared towards making if affordable for persons to come in an enjoy various parties, sporting events without having to drive back home late at night or early morning,” Madden Grieg said.

JAPEX (Jamaica Product Exchange) is also a platform that the JHTA will explore; “The Chapter has been noticing increased interest by traditional tour operators as well as the .Coms and will be seeking to capitalize on any opportunities,” she said.