The Barbados government is encouraging small independent hotels to join forces in collective marketing campaigns following the successful launch of Gems of Barbados.
Gems is a string of three and four-star hotels on the south coast of the island. All five properties are different but are marketed under the same banner with the umbrella slogan ‘Where Every Guest is Treated like Royalty’.
Barbados Tourism Authority president Earlyn Shuffler said:”Gems is an example of how small hotels can remodel themselves and increase their marketing power together.
“Gems was set up as a trial and has all the right components for success. We hope all small hotels can reposition themselves this way,” he said.
Tax incentives, preferential interest rates on loans and waiver of marketing expenses are all ways the government is encouraging hotels to join forces.
“This plan is in immediate effect and reiterates the government’s commitment to upgrading tourism products and services in Barbados,” said Shuffler. “In the last six years, the tourism marketing budget has increased by over 40%.”
Next to follow Gems’ lead is Barbados Treasures, another group of small hotels that will now be marketing collectively. Shuffler said: “We want Barbados to have the best hotels in every category whether it be budget or luxury.
“The upmarket end of the market has already remodelled with Elegant Resorts having refurbished its properties in the last seven years, the renovations at Almond Beach and the Mango Club. The smaller properties just need a little more help,” said Shuffler.