THE BARBADOS HOTEL and Tourism Association (BHTA) is continuing its thrust to promote the island in key international markets through sustained collaboration with agencies including the Barbados Tourism Marketing Inc. (BTMI) and Expedia, an online tour operator.
In addition to participating and attending a number of international trade shows and teaming up on travel promotions with BTMI, the Association also hosted a series of important information sharing sessions with that organisation and Expedia.
The sessions with BTMI included presentations on four of the island’s main source markets by their directors Cheryl Carter – United Kingdom, Anita Nightengale – Europe, Peter Mayers – Canada and Petra Roach – USA.
CEO of the BHTA, Rudy Grant, explained that the meetings gave an in-depth overview of each market.
“The information included a review of 2016, survey results including the perception of the island in these markets, an overview of the competition and strategies employed and an update on airlift for this year.
“We were also briefed on the marketing, public relations and advertising campaigns for 2017 including planned events, sponsorship, trade travel shows, media Fam trips and partnerships,” he said.
Expedia is the the single largest producer of business to the island for all markets combined.
Grant said the sessions with that organisation were conducted by market manager for the Eastern Caribbean Josea Browne. She presented important survey results, upcoming campaigns, promotions, agent incentive programmes and partnerships, all aimed at increasing visitor arrivals to the island.
“This information gives our members the opportunity to review, analyse and make important decisions on their own marketing and advertising plans as they have first-hand knowledge on what actions are being undertaken in each market,” the CEO said.
Grant added that the series of meetings underscored the Association’s ongoing push for its members to increase their own direct marketing efforts, market share and revenue, by increasing their digital footprint and effectiveness by targeting all source markets. (PR/NB)
