CARIBBEAN specialist Caribtours has dropped its range of three and four-star hotels from its 2000 programme in a bid to strengthen its upmarket image.
Launching the operator’s Caribbean Escapes brochure, managing director Catherine Leech said the Value Escapes properties were pitched too much against the major operators.
“We were asked for quotes from potential customers but were not winning the business,” she admitted. “It was very competitive and was not really our market.”
The operator, which is celebrating its 21st anniversary, has expanded its programme but with the focus now on top-of-the-range properties.
New is the Carenage resort in the Grenadines, Almond Beach Village in Barbados and the all- inclusive Swept Away in Jamaica.
The operator has also introduced dedicated sections in the brochure featuring Romantic Escapes, Family Escapes, Spas and Sporting Escapes, Cruising and Sailing Escapes, Island Hopping Escapes and Future Escapes.
“It makes it clear which destinations are suitable for different types of customer,” said Leech. “We have made several changes to the brochure following feedback from agents, including dedicating at least one page for each hotel.”
Temperature charts for each island have also been added while pricing panels now feature on each page rather than at the back of the brochure.
Leech said growth of 12%-15% has been planned for 2000, taking passenger numbers to around 3,500.
Meanwhile, new training packages have been designed for its top-performing agents.
Hour-long monthly sessions have been designed for its top independents, while retailers in Advantage Travel Centres will have training material written into their newsletter.