'Caribbean Can Ride Out Storm', Says Hotel Executive

For Immediate Release
 
Contact: Bevan Springer 201 861-2056
             bevanspringer@nj.rr.com
  
'CARIBBEAN CAN RIDE OUT STORM', SAYS HOTEL EXECUTIVE
 
Photograph of Tom Murray Available at: 
http://www.mediaexchange.info/tmp/tmurray.jpg
 
MIAMI (July 10, 2003) – The Caribbean region is well positioned to take 
advantage of the inevitable upturn in the travel and tourism market, says Tom 
Murray, Americas Vice President of InterContinental Hotels.
 
Speaking at the annual Caribbean Hotel Industry Conference (CHIC) in Punta 
Cana, Dominican Republic in June, Murray said the region's proximity to its 
major inbound market, the United States, its viability as a long-haul 
destination for European customers, the safety factor and politically stable 
governments will each contribute to the Caribbean recovery, in addition to 
possible benefits from the current difficulties for tourists from outside in 
getting visas for the United States. "But perhaps the best thing the 
Caribbean has going for it, is the opportunity to brand this region as a 
whole," he said, noting that 9/11, the US economy, the war in Iraq and SARS 
have negatively impacted travel and tourism.
 
Delivering the conference's opening keynote address, Murray explained that 
brands, branded companies and branded destinations will be well-positioned to 
flourish when the industry rebounds. He schooled delegates in the ABC's of 
branding, explaining that a brand is a promise to guests to deliver a 
consistent experience – time after time, hotel after hotel. "If a brand's 
execution does not meet or exceed its promise, consumers will flee faster 
than you can say "SARS" ... and you can kiss your once- loyal customer base 
good-bye," he warned.
 
According to Murray, "Branding 101" compels brand managers: to define an 
experience that the customer values; to deliver that experience in everything 
they do; to measure the impact of the experience on their customer; and to 
deliver the experience consistently. He concluded that the only way to enjoy 
long term profitability in the travel business is to provide good value for 
customers, ensuring that guests are happy, satisfied, interested and loyal 
and reminded delegates of the industry's "Rule of 10":
 
"It takes 10-THOUSAND dollars in marketing funds to attract a single guest to 
a hotel.
It takes 10 SECONDS to irritate that guest to the point of not wanting to 
return.
And ... it takes 10 YEARS for the guest to consider RETURNING to the hotel 
... especially if there are a number of competitive choices in the market."
 
Murray summarised that by accentuating the positive characteristics of the 
region, understanding the importance of branding, and keeping the focus on 
guests, "we can ride out any storm ... and emerge more successful than ever 
when the skies do, eventually, clear up," as predicted by the World Travel 
and Tourism Council.
 
Last fall, the Caribbean Hotel Association Charitable Trust (CHACT) launched 
a US$16 million Life Needs the Caribbean brand campaign to market and promote 
the Caribbean as a single destination. The Trust, a public/private sector 
alliance, unites major hotel chains, airlines and credit card companies with 
the Caribbean Tourism Organisation, and with both CARICOM (Caribbean 
Community) and non-CARICOM nations. 
 
www.GoCaribbean.com allows the region to play a full role in the entire 
distribution channel of Caribbean vacations, rather than just focusing on the 
delivery of a product. Consumers and travel agents alike can now book 
airlines, hotels and other Caribbean properties at bulk or heavily discounted 
rates. 
 
Bookings on www.gocaribbean.com cover both vacation packages (air and hotel) 
and hotel room nights. Reservations also can be made by telephone using the 
1-888-CARIBBEAN toll free service. Three hundred and ninety-seven (397) 
hotels, offering more than 86,000 rooms, are available for bookings. 
 
Eighteen destinations participate in CHACT's marketing campaign: Antigua and 
Barbuda, Aruba, Bahamas, Barbados, Belize, Bermuda, Dominica, Grenada, 
Guyana, Jamaica, Montserrat, St. Kitts and Nevis, St. Lucia, St. Maarten, St. 
Vincent and the Grenadines, Trinidad and Tobago, Turks and Caicos and the 
United States Virgin Islands.
 
Travel agents in North America can earn website commissions and toll-free 
customer support for agents is available at 1-888-724-6413. 
 
For further information, contact CHACT Program Director Chris Sharpless Jr. 
at 305 443-3040 or csharpless@chahotels.com . 
 
ENDS