Playing it safe

In the tough economic times, the Intimate Hotels of Barbados (IHB) grouping is being cautious with its funds and looking at ways to stretch the advertising dollar. IHB chairman Jeff Kinch told the DAILY NATION the group was trying to get more value for every dollar because of some uncertainty about the industry and about prospects of funding.“We are concerned about the tourism arrival forecasts from regional and international sources and funding from the Government agencies, namely the Enterprise Growth Fund and the Barbados Tourism Authority,” he admitted. “However, I am optimistic that once we apply informed marketing strategies, we will maintain and possibly improve our occupancies in the coming year.”Kinch, who recently took over as chairman, said IHB had already started cutting back on some spending, with some overseas agents being dropped.“We are being very cautious in what marketing we do and stretching that advertising dollar,” he reported.“You know how expensive ads can be. So we will be using “guerrilla marketing” low-cost ads that give value for money, ads that are very impactful in markets where we get benefits.” “Guerrilla marketing depends more on imagination, unconventional methods of advertising and the effective use of public relations.”IHB has been getting a $400 000 annual subvention from Government for marketing the 51 member hotels, which control almost 900 rooms.IHB also receives an administration grant of $300 000 from the Ministry of Tourism. Kinch said: “The advertising budget that IHB gets from Government is equivalent to US$19 per room per month. “In advertising IHB hotels, we are also advertising Barbados tourism and expanding a group of locally owned and operated accommodations.” He added: “We are hopeful that Government subventions will be maintained as the majority of our properties are small, indigenously owned and managed.” Kinch, who owns Dover Beach Hotel, said even though the hotels got repeat visitors, marketing support to fill the rooms remained a necessity.In a country where several hotels have gone out of business over the years, Kinch said it was important for Government to continue aiding the industry.IHB’s biggest members include Dover Beach Hotel, with 59 rooms, Rostrevor Hotel, which has 54 rooms, and All Seasons Resort, holding 48 rooms. Some properties have just a handful rooms. The smallest members include Frangipani Flats and High Holdings. Cumbers, Golden Sands Hotel, Melrose, New Edgewater Hotel, Rockley Plum Tree Hotel and Tropical Beach Apartments are also members.