Specialist operator Bahamas Flavour has held its first educational in a bid to significantly increase sales through agents.
The company, set up in late 2006, is the only operator dedicated to selling the Bahamas out of the UK and offers 15% commission. Currently 20% of sales come from agents, while 80% are direct.
Director Kim Valente said: “It would be ideal to have 50% of sales from agents, but we have only started focusing on the trade this year.”
The Bahamas is lesser known because of fewer direct flights out of the UK, stiff competition from Caribbean rivals such as Barbados, and fewer three-star resorts, said Valente. British Airways is the only carrier to offer direct flights, flying into Nassau five times a week.
Valente admitted: “There is only so much we can do as a tour operator to increase awareness of the Bahamas. If there were more three-star resorts and direct flights we would be a more competitive destination but it’s up to the Ministry of Tourism to convince airlines.”
The operator hosted agents from Gadabouts Travel, Universal Reservations and Global Star Travel on its first week-long trip, which included stays at the Sheraton Cable Beach Resort in Nassau, and Treasure Cay Hotel and Marina on Abaco, and visits to more than 15 hotels. “If successful, we will make this an annual event,” said Valente.
Few agents know there are 30 inhabited islands out of 700, and that it is popular with divers, fishing enthusiasts and honeymooners, added Valente. “The Bahamas is not just a sun, sea and sand destination and the whole objective is to get agents to experience the activities,” she said.
Gadabouts Travel plans to have a Bahamas promotion page on its website, while the other agents are planning Bahamas-themed days.