Marketing efforts aimed at attracting UK families are set to reap rewards.
Last November’s World Travel Market saw the unveiling of the destination’s new slogan – St Lucia the family-friendly Caribbean island – designed to push its wide range of facilities instead of competing with rival Caribbean islands on price.
“Family holidays are becoming more important as working parents have more disposable income and are looking for quality time to spend with their families out of their usual busy work schedule,” explained UK representative of the St Lucia Tourist Board, Clemencia Cardoza Wiese.
“During the summer months we can’t compete on price with some of the cheaper Caribbean islands, but can offer a family product that’s varied and just as good value.
“We have worked hard to develop an excellent programme of activities, both in collaboration with the National Trust and many of the hotels on the island.”
For parents wishing to keep their children occupied while also learning something about the local culture, St Lucia’s National Trust runs special holiday programmes in July and August inviting young holidaymakers to join local children for arts, crafts, sports and nature activities.
These include a Kids’ Safari for eight to 12-year-olds and Teen Tours for 13 to 18-year-olds. The programmes can be booked through individual hotels once on the island and cost around $150 for unlimited access.
Hotels such as Windjammer, the Jalousie Hilton, Wyndham Morgan Bay and Rex Papillon have also developed extensive children’s programmes.
The Jalousie Hilton has set up a Learning Centre where children can find out about marine biology and rainforests through films, presentations and field trips.
“The Learning Centre has had a tremendous impact on our family business and we are jam-packed during all school holidays,” said Jalousie director of sales and marketing Stuart Freeman.
“There are very few really family-friendly resorts in the Caribbean and we have made big efforts to target this market. One of the reasons it’s been such a big success is that families don’t disrupt couples at Jalousie. All the children’s activities are in a separate area or off the resort.”
Newly refurbished Odyssey St Lucia has also been designed to appeal to families.
The resort is centred on a series of five fantasy villages each with its own character. A Kid’s Park has been set up as well as four dedicated children’s clubs.