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Value is king in 2009
Janet Silvera, Hospitality Jamaica Coordinator
Accepting that "value will be king in 2009", a leading analyst has said hoteliers shouldn't take that as an indication that they must cut their rates in order to deliver good worth in what is expected to be a challenging year of heightened competition.
Renowned hospitality specialist, Peter Yesawich of YPartnership, said that faced with the realities of the global crisis, many industry stakeholders have already started offering additional services without raising their rates. These include free nights, resort credits and complimentary spa and golf, a technique to enhance the value of their offerings.
taking the lead
Jamaican operated hotels, Sandals and SuperClubs have taken the lead in this area, with the latter enticing visitors with promotions such as 'Stay for 5 - pay for 4, stay for 10 - pay for 8'.
For every five nights spent at select SuperClubs resorts, the company will give you one night absolutely free. The rates start at US$125, with five-night stays starting at just US$500'.
In the case of Sandals Resorts, they are offering savings ranging from 45 to 65 per cent at major all-inclusive resorts. Prospective guests booking a room at Sandals Grande Ocho Rios, who book by January 15 for travel between January 1 and December 26, save up to 60 per cent, plus spa credit at the Red Lane Spa valued at US$250. The offer is based on double occupancy and a minimum stay of three nights.
In addition to the many promotions by island's hoteliers, there is good news that the travel intentions of Americans remain robust (71 per cent of active travel households are planning at least one overnight trip during the next six months, the same as one year ago), said Yesawich.
much demand
He said there is still much demand in the marketplace for those who are aggressive and clever enough to capture it. The challenging news is that several emerging trends will affect the composition and performance of marketing communications.
"The message for travel service marketers is clear: expect consumers to demand more in exchange for what they pay. They won't necessarily opt for the least expensive alternative, but they will shop aggressively to ensure they don't overpay for what they consider rightfully theirs in the current economic climate - a good deal. They are also more likely to purchase inclusively priced travel services to exercise greater control over the total cost of the trip ... before they depart," he stated.
janet.silvera@gleanerjm.com
Janet Silvera, Hospitality Jamaica Coordinator
Accepting that "value will be king in 2009", a leading analyst has said hoteliers shouldn't take that as an indication that they must cut their rates in order to deliver good worth in what is expected to be a challenging year of heightened competition.
Renowned hospitality specialist, Peter Yesawich of YPartnership, said that faced with the realities of the global crisis, many industry stakeholders have already started offering additional services without raising their rates. These include free nights, resort credits and complimentary spa and golf, a technique to enhance the value of their offerings.
taking the lead
Jamaican operated hotels, Sandals and SuperClubs have taken the lead in this area, with the latter enticing visitors with promotions such as 'Stay for 5 - pay for 4, stay for 10 - pay for 8'.
For every five nights spent at select SuperClubs resorts, the company will give you one night absolutely free. The rates start at US$125, with five-night stays starting at just US$500'.
In the case of Sandals Resorts, they are offering savings ranging from 45 to 65 per cent at major all-inclusive resorts. Prospective guests booking a room at Sandals Grande Ocho Rios, who book by January 15 for travel between January 1 and December 26, save up to 60 per cent, plus spa credit at the Red Lane Spa valued at US$250. The offer is based on double occupancy and a minimum stay of three nights.
In addition to the many promotions by island's hoteliers, there is good news that the travel intentions of Americans remain robust (71 per cent of active travel households are planning at least one overnight trip during the next six months, the same as one year ago), said Yesawich.
much demand
He said there is still much demand in the marketplace for those who are aggressive and clever enough to capture it. The challenging news is that several emerging trends will affect the composition and performance of marketing communications.
"The message for travel service marketers is clear: expect consumers to demand more in exchange for what they pay. They won't necessarily opt for the least expensive alternative, but they will shop aggressively to ensure they don't overpay for what they consider rightfully theirs in the current economic climate - a good deal. They are also more likely to purchase inclusively priced travel services to exercise greater control over the total cost of the trip ... before they depart," he stated.
janet.silvera@gleanerjm.com