With the allocated funds and a private sector contribution, an attractive promotional campaign for our island nation should also book results.
Like many other Caribbean destinations, everybody is marketing in order to attract visitors for the coming months. A US$1.3 million marketing campaign by the U.S. Virgin Islands (U.S.V.I.) Department of Tourism has already booked some results. According to tourism officials, they are finding a desire to travel among potential visitors, provided that they can take advantage of a high value offer.
The program has approximately 1,400 room nights, and within the first 96 hours of the campaign, close to 300 nights was sold. The U.S.V.I. campaign is looking at capturing summer and fall travellers. The booking window for the campaign started in November for travel June 1 through September 30.
The main campaign focus is on savings for the traveller such as complimentary nights, a US$300 air credit, US$50 worth of certificates for attractions, US$50 dining certificate, and a coupon booklet valued at more than US$500 to those who book the offer.
Advertising is being done via print and broadcast outlets and retail partnerships; in April a national radio campaign will debut along with a TV advertising campaign in June; all advertising to support the offer will feature a call-to-action to book through one of the territory's major airline partners; a segment filmed on St. Thomas will also air on 157 stations on the CW network's "Daily Buzz, a popular national morning show.
Here is some additional positive news; according to the February Travel Horizons Survey, the U.S. Traveller Sentiment Index rose to 90.2 per cent in February 2009 from 78.2 per cent in October 2008 due to an increase in the perceived affordability of travel.
The spike in the perceived affordability of travel appears to be a direct result of many travel suppliers' recent efforts to stimulate short-term demand through the aggressive promotion of discounted fares and rates, some of which are up to 50 per cent off the prices being quoted just six months ago.
IPK International reported at the recently March held ITB World Travel Convention in Berlin, Germany, that based on 500,000 travel interviews in 58 countries around the world, IPK suggested that 2009 will see travel declines in most markets, with 2010 neutral and small growth likely in 2011 and 2012.
European travellers are likely to switch to domestic travel, travel for shorter periods of time, choose cheaper destinations, or spend less while on holiday. IPK predicts that all of Latin America will record economic growth and travel demand growth, even in 2009.
St. Maarten's tourism authorities will be focusing on boosting airlift from key markets, and more promotion in South America, which is in line with current international travel trends as can be seen from the IPK information.
Dutch representatives should move quickly to approve the funds so the island's promotional campaign can begin.
Roddy Heyliger
