IN just a year, the Cayman Islands has turned a decline in the number of UK arrivals into an increase by a change in its marketing direction.
Low awareness and the perception that the islands were expensive, difficult to get to and too American were reasons given for the Cayman Islands’ poor performance in 1997.
At the same time, the majority of its Caribbean neighbours increased their business from the UK.
However, by the end of last year, the Caymans reversed a dismal performance with an impressive 10.1% boost in UK arrivals, representing 23,900 holidaymakers.
Indications so far this year are also encouraging with the first quarter recording a 12% growth in British arrivals.
A spokeswoman for the Cayman Islands Department of Tourism said: “We’ve been getting the marketing mix and message right by working more closely with our tour operator and specialist travel agentpartners.
Potential clients are being directed better and fed through to trained agents who are knowledgeable about the Cayman Islands.”
The tourism department has also realigned its advertising from being image-led to adopting a more factual approach.
A new logo, Deeply Relaxing, was launched in late 1997 and more factual information is being dispatched to consumers inquiring about holidays in the Cayman Islands.
The spokeswoman added: “Our message over the past 12-18 months has been that the Cayman Islands is not a cheap destination, but that it offers a premium product and is safe, friendly and hassle free.
“This has attracted the right kind of clients, whose expectations have been met through some excellent feedback.”
She said the 1,000-strong Cayman Islands Specialist Agents have helped to turn around business.
All have completed the required six-month training programme and many have visited the islands.
“These agents now have detailed product knowledge of the Caymans and we feed all inquiries from our joint advertising with tour operators to them,” said the spokeswoman.
“Because of their knowledge of the destination, they are able to turn many of these enquiries into bookings and also ensure the holiday suits the client.”
The specialist agent programme is being reintroduced shortly and the department of tourism hopes to appoint a further 100 qualified retailers by the end of the year.
Part of the new training programme will include a 35min video made by specialist agents on visits to all three Cayman Islands – Grand Cayman, Little Cayman and Cayman Brac.
The Department of Tourism is also continuing its Privilege Card initiative, launched last summer to stimulate summer business. It was introduced to help counter the perception that the islands are an expensive destination.
The card entitles visitors to special offers and savings of up to 25% at many restaurants, attractions and car-hire companies and is valid until December 14, 1999.
Agents travelling to the Caymans during this period can obtain a Privilege Card free of charge.
A niche attraction is snorkelling, which the department of tourism is promoting through the production of a new brochure.
It features a pictorial fish and coral guide and maps of the best snorkelling sites on all three islands.
The department’s spokeswoman said: “Snorkelling is a niche market that has been very overlooked.
“We are well known for our diving, but there are thousands of holidaymakers who really want to snorkel and may decide on a destination in part because of the good snorkelling sites it has to offer.
“All of the sites featured in the guide and our video are accessible from the beach, so you don’t even have to be a very good swimmer in some cases.”
We asked the Cayman Islands Department of Tourism and a selection of operators what were the most frequent queries from clients looking to book a holiday in the Caymans
&
Q
How easily can you get to the Caymans?
How expensive is it to eat and drink?
Is there any nightlife?
How long do I have to be in the islands before I can getmarried?
Are self-catering holidays possible?
British Airways flies to Grand Cayman via Nassau on Mondays and Wednesdays from Gatwick. For other connections, Cayman Airways offers up to three flights a day from Miami plus services from Tampa, Orlando, Houston and Kingston, Jamaica. American Airlines, Northwest, Delta and US Airways also operate daily to the islands.
Prices are about the same as they are in London. For example, a three-course meal including a bottle of wine at a top restaurant costs about £24-£50 per person.
There are no casinos, but a wide choice of excellent beachfront restaurants and some hotels offer live entertainment and dancing every night except Sunday. For local flavour check out Planet nightclub and the Barefoot Man at Rum Point.
It is possible to marry at any time from the day of arrival – even if you are on a cruiseship visiting Grand Cayman for the day – as long as a special licence for a non-resident couple has been obtained.
Yes, 50% of the available beds are in villas and apartments, and supermarkets stock fresh food.