Data is king and informs any marketing strategies we employ’ says Dr. Jens Thraenhart, CEO at Barbados Tourism Marketing Inc.

Media 7 | September 7, 2022 | Read Time : 04:26 min

Dr. Jens Thraenhart
Dr. Jens Thraenhart, CEO at Barbados Tourism Marketing Inc. talks about highlighting small businesses and local entrepreneurs, targeting our audiences digitally. Read on to know unique initiatives in tourism industry.



Most recently it is clear that the world is hungry for engaging, authentic and inspiring content, mostly digital.

Media7: What is Barbados Tourism Marketing Inc.'s mission? What impact would you expect to see in the tourism industry?
Dr. Jens Thraenhart: The ensuing pandemic has made it clear that a sustainable tourism model is the best option for Barbados’ tourism industry. Visit Barbados has the goal of creating this sustainable model. To achieve this, we have begun highlighting small businesses and local entrepreneurs to ensure that every person and business works to is able to partake in and benefit from the tourism industry. Barbados is so much more than sun, sea and sand, and we aim to focus on a number of the unique initiatives happening on the island, those special secrets that may not be so obvious, to ensure that we are driving visitors to those truly exceptional Barbadian experiences. To do this, we aim to develop and apply exceptional marketing capabilities in the process of telling the authentic brand and story of Destination Barbados. One of the things we would like to see in the tourism industry is the creation and establishment of the ‘Bajan Experiences Collections’. This is the bringing together and unification of local businesses and promoting them under one collection, digitally.


M7: What marketing channels do you employ, and which do you believe are the most promising in light of your target audience?
JT:
As a tourism organisation that has been around for 64 years, we have seen the development of marketing channels over time. Most recently it is clear that the world is hungry for engaging, authentic and inspiring content, mostly digital. Through targeting our audiences digitally, we are also able to collect data and this helps us to understand our audience, and build relationships, which in turn helps us choose the most effective way to market ourselves to the right people.

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Tourism is the “First Date” for Economic Development.



M7: Which strategies do you count on to promoting Barbados as a sustainable tourism destination and the ultimate Caribbean vacation island?
JT:
  We recently held a national Stakeholder Forum to launch our sustainability efforts, which was very well received, and featured speakers including Her Excellency, Ambassador Extraordinary & Plenipotentiary with Responsibility for Climate Change, Small Island Developing States and Law of the Sea, Senator Elizabeth Thompson; Dr. Megan Epler-Wood, Founder of STAMP Program, Cornell University and Fmr. Professor of Sustainability, Harvard University; Jeremy Sampson, CEO of Travel Foundation; and Paloma Zapata, Tourism Economics consultant for the World Bank and the CEO of Sustainable Travel International. The Forum was followed by Climate Action Workshops in partnership with Sustainable Travel International (STI), and in which we brought local stakeholders together to strategize meaningful ways to develop a sustainable tourism for Barbados. STI is a reputable nonprofit organisation that has supported more than 100 destinations in mitigating their carbon footprint, and will assist us in developing a customized carbon calculator for visitors and businesses. Additionally, our organisation will have a dedicated sustainability department and we have started the process of searching for a Sustainability Manager to head up that department. This illustrates our commitment to this cause.


M7: What marketing capabilities facilitate the process of telling the authentic brand story of Destination Barbados?
JT: To tell the authentic story of Destination Barbados, we have found that nothing resonates better than hearing it directly from the locals – Bajans. Organic creation of video content has been one of the most promising tools used to help tell the story of Barbados. Through this organic story-telling, visitors are able to see Destination Barbados through the eyes of the local and to us. We want to encourage more of that in a more purposeful way by incentivizing more Bajans – individuals and businesses – to share their stories online, which we can collate and share with the world. This is the most dependable, accurate and genuine way of showcasing the island.

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Tourism Developments provide attractions and facilities for residents to enjoy.



M7: What marketing capabilities facilitate the process of telling the authentic brand story of Destination Barbados?
JT:
To tell the authentic story of Destination Barbados, we have found that nothing resonates better than hearing it directly from the locals – Bajans. Organic creation of video content has been one of the most promising tools used to help tell the story of Barbados. Through this organic story-telling, visitors are able to see Destination Barbados through the eyes of the local and to us. We want to encourage more of that in a more purposeful way by incentivizing more Bajans – individuals and businesses – to share their stories online, which we can collate and share with the world. This is the most dependable, accurate and genuine way of showcasing the island.


M7: What exceptional tools do you employ for highly targeted marketing efforts?
JT:
Data is king and informs any marketing strategies we employ. Beyond data collection from our airport immigration form and segmentation analysis to assist the organisation in identifying key markets to target, we have also engaged companies whose expertise lies in sentiment analysis. Companies such as TSI assist us in staying on the pulse of how our programmes are performing, as well as what’s trending as it relates to Barbados. Going forward, all of our marketing programmes will integrate a data component as we focus on capturing zero party data to inform future marketing strategies. This will allow us to speak directly and engagingly to our visitors.


M7: With more than two decades of experience in hospitality industry, what advice would you like to give our readers?
JT: Tourism is in an exciting transformation, where consumers are more focused to choose authentic experiences and purposeful trips. The COVID-19 pandemic has showed us clearly that no other industry touches as many facets of a community as Travel and Tourism. Indeed, one could make a case that Tourism is the ultimate hori- zontal industry...one that touches every other industry in the community. There is something magical about an industry that works on so many different levels:

• Tourism infuses new money into a community’s economy.
• Tourism introduces prospective residents and investors to a community or region (indeed, Tourism is the ��First Date” for Economic Development).
• Tourism is the face that we show the rest of the world.
• Tourism Developments provide attractions and facilities for residents to enjoy.
• Tourism-generated taxes help keep resident-paid property taxes lower.
For a small island development state such as Barbados, this might be even more extreme than in other destination. So, the dependency on tourism gives us working in travel and tourism a big responsibility. This makes a critically important to engage all stakeholders to encourage collaboration and contribution. Implementing a bottom-up community-driven approach is the only way to make sure that a destination can thrive, and everybody from residents, visitors, and businesses feel included and part of the solution.

ABOUT BARBADOS TOURISM MARKETING INC.

The island of Barbados Tourism Marketing Inc.offers a unique Caribbean experience steeped in rich history and colourful culture, and rooted in remarkable landscapes. Barbados is the home of two of the three remaining Jacobean Mansions left in the Western hemisphere, as well as fully functional rum distilleries. In fact, this island is known as the birthplace of rum, commercially producing and bottling the spirit since the 1700s. Each year, Barbados hosts several world-class events including the annual Barbados Food and Rum Festival; the annual Barbados Reggae Festival; and the annual Crop Over Festival, where celebrities such as Lewis Hamilton and its very own Rihanna are often spotted. Accommodations are wide and varied, ranging from picturesque plantation houses and villas to quaint bed and breakfast gems; prestigious international chains; and award-winning five-diamond resorts. In 2018, Barbados’ accommodation sector captured 13 awards in the Top Hotels Overall, Luxury, All-Inclusive, Small, Best Service, Bargain, and Romance categories of the ‘Traveler’s Choice Awards’. And getting to paradise is a breeze: the Grantley Adams International Airport offers plenty non-stop and direct services from a growing number of U.S., U.K., Canadian, Caribbean, European, and Latin American gateways, making Barbados the true gateway to the Eastern Caribbean.

Visit Barbados and experience why for two years in a row it won the prestigious Star Winter Sun Destination Award at the ‘Travel Bulletin Star Awards’ in 2017 and 2018. For more information on travel to Barbados, visit www.visitbarbados.org, follow on Facebook at http://www.facebook.com/VisitBarbados, and via Twitter @Barbados.

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There’s No Place Like Hotels this Festive Season, Hyatt Global Survey Finds

Hyatt | December 06, 2022

Travelers are prioritizing experiences and connections this festive season with rooms revenue pacing 30% ahead of 2019 for resort locations worldwide. With leisure travel continuing to soar, Hyatt Hotels Corporation (NYSE: H) shares the most compelling travel trends for global guests and suggestions on how to make the most of festive season travel. Hotels and Resorts Prove To Be Preferred Over a Home Rental Spreading joy and delight, hotels and resorts are delivering on the festive spirit this time of year with seasonal décor, food, music and more. According to a global survey commissioned by Hyatt and conducted by OnePoll, nearly two-thirds of people traveling with families prefer to stay at a hotel or resort rather than a home rental. Allowing guests to maximize their travels and focus on spending quality time with loved ones, many Hyatt hotels and resorts around the world offer luxury amenities, on-site dining options, 24-hour room service, concierge services, wellbeing experiences and more. In addition to offering the necessities, Hyatt hotels and resorts around the world participate in seasonal celebrations that make it easy for the entire family to get into the festive spirit through exciting experiences including: A Christmas concert under the stars at Grand Hyatt San Antonio River Walk, allowing guests and locals to enjoy a night of cocktails and to hear some of the greatest festive season hits live. A New Year’s Eve “Sail Away Party” at Hyatt Regency Brisbane, featuring welcome cocktails, a beverage package, roving canapes, food stations, live entertainment, a photobooth and a glass of sparkling champagne at midnight. The opportunity to bask in everything New York City has to offer and ring in the new year with spectacular views and close proximity to the iconic Times Square Ball Drop at the new Grayson Hotel, part of The Unbound Collection by Hyatt. Multi-Generational Families Seek Togetherness and Reunite with Loved Ones Through Travel This year, many parents and grandparents will gather with their families for the holidays, with 94% of adults ages 45+ who responded are planning to travel in December and 58% in January, indicating that connecting with loved ones is top of mind for travelers. Travelers seeking to participate in meaningful and immersive experiences while creating lasting memories can look to all-inclusive resorts, such as Hyatt Ziva Riviera Cancun in Mexico and Dreams Karibana Cartagena Golf & Spa Resort in Colombia, which invite guests of all ages to connect with one another. Those looking for the perfect destination for the entire family to gather and carry on seasonal traditions can consider The Lodge at Spruce Peak in Stowe, Vermont. This Destination by Hyatt property offers something for everyone – from the all-natural spa for adults to crafting workshops and a game room for kids. Say Goodbye to Wrapped Presents: Travel and Unique Experiences Top Consumers’ Wish Lists While some people enjoy a traditional gift, experiences create memories – which is why 61% of respondents noted they would be excited to receive travel or an experience such as a vacation, plane tickets, spa and meditation session or a cooking class as a gift this year. When it comes to gift giving, consider an unforgettable travel adventure or an immersive experience this festive season. Hyatt’s new FIND experiences platform allows World of Hyatt members to explore – and gift – more than 200 exclusive experiences around the globe including: Cliffside Dining at Alila Jabal Akhdar (Oman) An Off-road Volcano Adventure at Hyatt Regency Yogyakarta (Indonesia) Dinner Under the Stars at Zoëtry Agua Punta Cana (Dominican Republic) A Day with Chef Nino Redruello at Thompson Madrid (Spain) Global, Dream Getaways are Making a Comeback with Japan, Canada and Italy Being Some of the Most Popular Destinations With leisure travel continuing to increase and many borders now open around the world, consumers are prioritizing once-in-a-lifetime trips with unique experiences and opportunities to connect. According to the survey, 62% of respondents agree that the festive season is a great time to cross off a bucket list destination with some of the most popular destinations being Japan, Canada and Italy. Travelers can check off their bucket list items at these new and recently renovated Hyatt hotels in some of the most sought-after destinations with the family, as a couple’s getaway or for a solo adventure: Fuji Speedway Hotel (Shizuoka, Japan): Against the breathtaking backdrop of Mount Fuji and as part of The Unbound Collection by Hyatt brand, Fuji Speedway Hotel is a unique and unconventional hotel offering indulgent hospitality and a chance to visit the iconic Fuji Speedway race circuit and motorsports museum. Park Hyatt Toronto (Ontario, Canada): The reimagined Park Hyatt Toronto welcomes guests back to the luxurious Yorkville neighborhood where guests can tour world-renowned museums and art galleries, enjoy a treatment at Stillwater Spa or deliciously crafted cocktails overlooking the Toronto skyline from the Writers Room Bar. The Tribune (Rome, Italy): As the first hotel in Italy in the JdV by Hyatt brand, The Tribune is nestled among some of the best-known museums, shops and cafes and is within walking distance to some of the city’s major tourist attractions, such as the Spanish Steps and the Trevi Fountain. Loyalty Programs Reign Supreme During the Festive Season as Travelers Try to Make the Most of Budgets Loyalty programs, such as World of Hyatt, provide travelers with more ways to save and more reasons to gather all year round, especially during the festive season. Sixty-two percent of survey respondents said they would use a travel rewards program that lets them earn and redeem points, offers discounts and features unique experiences and 51% said if there was an impressive travel rewards program offer, they would change their travel plans or go out of their way to earn and redeem points. World of Hyatt members can make the most of their upcoming stays and festive get-togethers with valuable offers such as ‘Earn 3x Points on Dining,’ which allows members to earn 3X points on dine-in, delivery or takeout through Dec. 20, 2022, at participating hotel restaurants worldwide. Temperature Continues to Drive Seasonal Travel Plans: Snow is the Number One Preference While some travelers may seek a reprieve from the cold in sunny destinations, 56% of respondents agree that it doesn’t feel like the festive season without snow. Travelers looking for destinations with the best chance of snowfall can pursue their wintry dreams and experience all that the season has to offer at Hyatt properties including Grand Hyatt Vail and Park Hyatt Niseko Hanazono in Japan. Those that are already located in colder climates and like to race to the sunshine this time of year can look to warm-weather destinations and enjoy tropical adventures at properties such as Andaz Costa Rica Resort at Peninsula Papagayo and Alila Kothaifaru Maldives. The term “Hyatt” is used in this release for convenience to refer to Hyatt Hotels Corporation and/or one or more of its affiliates. About Hyatt Hotels Corporation Hyatt Hotels Corporation, headquartered in Chicago, is a leading global hospitality company guided by its purpose – to care for people so they can be their best. As of September 30, 2022, the Company’s portfolio included more than 1,200 hotels and all-inclusive properties in 72 countries across six continents. The Company's offering includes brands in the Timeless Collection, including Park Hyatt®, Grand Hyatt®, Hyatt Regency®, Hyatt®, Hyatt Residence Club®, Hyatt Place®, Hyatt House®, and UrCove; the Boundless Collection, including Miraval®, Alila®, Andaz®, Thompson Hotels®, Hyatt Centric®, and Caption by Hyatt; the Independent Collection, including The Unbound Collection by Hyatt®, Destination by Hyatt™, and JdV by Hyatt™; and the Inclusive Collection, including Hyatt Ziva®, Hyatt Zilara®, Zoëtry® Wellness & Spa Resorts, Secrets® Resorts & Spas, Breathless Resorts & Spas®, Dreams® Resorts & Spas, Vivid Hotels & Resorts®, Alua Hotels & Resorts®, and Sunscape® Resorts & Spas. Subsidiaries of the Company operate the World of Hyatt® loyalty program, ALG Vacations®, Unlimited Vacation Club®, Amstar DMC destination management services, and Trisept Solutions® technology services. For more information, please visit www.hyatt.com. About World of Hyatt World of Hyatt is Hyatt’s award-winning guest loyalty program uniting participating locations in the Park Hyatt®, Miraval®, Grand Hyatt®, Alila®, Andaz®, The Unbound Collection by Hyatt®, Destination by Hyatt™, Hyatt Regency®, Hyatt®, Hyatt Ziva™, Hyatt Zilara™, Thompson Hotels®, Hyatt Centric®, Caption by Hyatt, JdV by Hyatt™, Hyatt House®, Hyatt Place®, UrCove, and Hyatt Residence Club® brands as well as resort and hotel brands under the AMR™ Collection, which are joining World of Hyatt in phases and include Secrets® Resorts & Spas, Dreams® Resorts & Spas, Breathless Resorts & Spas®, Zoëtry® Wellness & Spa Resorts, Alua Hotels & Resorts®, and Sunscape® Resorts & Spas. Members who book directly through Hyatt channels can enjoy personalized care and access to distinct benefits including Guest of Honor, confirmed suite upgrades at time of booking, diverse wellbeing offerings, mobile key, and exclusive member rates. With more than 30 million members, World of Hyatt offers a variety of ways to earn and redeem points for hotel stays, dining and spa services, wellbeing focused experiences through the FIND platform; as well as the benefits of Hyatt’s strategic loyalty collaborations with American Airlines AAdvantage®, Small Luxury Hotels of the World™, Lindblad Expeditions and MGM Resorts International. Travelers can enroll for free at hyatt.com, download the World of Hyatt app for android and IOS devices and connect with Hyatt on Facebook, Instagram and Twitter.

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QUORUM HOTELS & RESORTS ASSUMES MANAGEMENT OF TWO COASTAL CALIFORNIA PROPERTIES

Quorum Hotels & Resorts | December 02, 2022

Quorum Hotels & Resorts, a California and Texas-based hotel management company, announced the latest additions to its growing hotel management portfolio with two coastal California properties – Inn at the Pier Pismo Beach, and Hotel Virginia Santa Barbara, Tapestry Collection by Hilton.A 2022 addition to the Tapestry Collection by Hilton, the historic Hotel Virginia Santa Barbara completed a full property renovation and rebrand in August 2022, honoring its Spanish Colonial roots through design. With a prime downtown location near State Street, the Funk Zone, and Stearns Wharf, guests are positioned perfectly to fully experience the destination. On-site, guests are invited to unwind in the welcoming lobby featuring Brisa Café + Bar, or retreat to one of 61 newly refreshed boutique rooms and suites. Follow famed Hwy 101 a short distance north and discover Inn at the Pier Pismo Beach. Featuring classic craftsman architecture with a premier pier-side downtown location; the resort-style property has been welcoming guests since 2017. Designed with leisure in mind, the 104-room property features panoramic Pacific Ocean views, a rooftop bar, and flexible event space. Slated to begin renovation this winter, Inn at the Pier will reveal a new restaurant concept and redesigned rooftop, updated lobby and bar, and refreshed guest rooms and suites, officially debuting in the Curio Collection by Hilton in 2023. "Both properties are welcome additions to Quorum's lifestyle portfolio. We look forward to elevating these beautiful properties to their full potential in partnership with the Hilton brand while celebrating what makes each unique,Our renovation and soft brand strategies will deliver a heightened experience that our team is proud to be a part of and will ultimately delight our guests for years to come." -President Todd Moreau. About Quorum Hotels & Resorts Quorum Hotels & Resorts has a 35-year record of success comprising more than 185 hotel assignments spanning most major markets and all major brands including Hilton, Hyatt, Marriott, and IHG. Quorum provides hotel owners with a personalized, hands-on approach to hotel management focused on driving optimal operating results and return on investment. Core areas of expertise include hotel management, asset management, and advisory services. Today, Quorum Hotels & Resorts manages 2,000 keys across the United States. For more information about Quorum Hotels & Resorts visit quorumhotels.com. About Inn at the Pier Opened in November 2017, Inn at the Pier features classic craftsman design and overlooks the iconic Pismo Beach pier and boardwalk from its prime downtown location. The resort-style property is home to 104 guest rooms and suites, a full-service restaurant, dipping pool, and the only rooftop bar in Pismo Beach. Other amenities include 1,200 square feet of meeting space, a state-of-the-art fitness facility and approximately 2,650 square feet of street-level retail space. Inn at the Pier is located at 601 Cypress Street, Pismo Beach, 93449. To learn more about the Inn at the Pier, please visit theinnatthepier.com. About Hotel Virginia Santa Barbara, Tapestry Collection Designated a local landmark by the city of Santa Barbara in March 2000, and remodeled and rebranded in August 2022, Hotel Virginia is home to 61 charming guest rooms and suites. Positioned amidst stunning Spanish architecture, the sights and sounds of the city, and moments from the California coastline, the property immerses guests fully in the local experience. Hotel Virginia Santa Barbara, Tapestry Collection by Hilton is part of Hilton Honors, the award-winning guest loyalty program. Hotel Virginia is located at 17 W. Haley St., Santa Barbara, CA 93101. To learn more about Hotel Virginia, please visit hotelvirginiasb.com.

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