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The Resonance Report

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The Resonance Report THE RESONANCE REPORT CARIBBEAN TOURISM QUALITY INDEX About Resonance Resonance Consultancy Ltd. creates marketing Our future-focused visions, reports and strategies strategies, development plans, and tourism help our clients find their way forward, provide brands that shape the future of destinations and plans for action, and give officials, investors and developments around the world. the public reasons to believe. Our team has advised destinations, communities, The principals of Resonance have more than a half- cities and governments in more than 15 states century of development and tourism experience, and 70 countries. We provide leading public and have completed more than 100 visioning, and private sector organizations with visioning, strategy, planning, policy and branding projects for trend forecasting, marketing strategy, stakeholder destinations and communities around the world. engagement, economic development strategy, and Together, we’ve created an integrated process that tourism policy to help realize the full potential of helps both public and private sector clients look communities. ahead – ahead of the curve, around the corner or a decade from now. To learn more about Resonance From Bucharest to Brasilia, Hawai‘i to Haiti, we Consultancy and our services, please visit: have helped clients understand consumer trends, www.resonanceco.com influence policy, engage their communities, plan for the future, and market their unique destination. Chris Fair Richard Cutting-Miller Dianna Carr President and CEO Executive Vice-President Vice-President Contents 04 | INTRODUCTION 05 | A CONSUMER VIEW OF THE CARIBBEAN 07 | DESTINATIONS: REVIEWED, DISSECTED, SHARED 09 | KEY TENDS TAKEAWAY 12 | EXAMINING THE RANKINGS 13 | METHODOLOGY: THE SUPPLY SIDE ANALYSIS 14 | absoLUTE RANKINGS. INDEXED RANKINGS. 16 | ABSOLUTE RANKING 18 | INDEXED RANKING 20 | insights INTO THE TOP 5s 21 | absoLUTE RANKING TOP 5 22 | dominican REPUBLIC 25 | Peurto RICO 28 | CUBA 32 | JAMAICA 34 | BAHAMAS 37 | indexed RANKING TOP 5 38 | turks & CAICOS ISLANDS 40 | BARBADOS 43 | trinidad & TOBAGO 45 | martiniQUE 47 | ANGUILLA Caribbean Tourism Quality Index INTRODUCTION A Consumer View of the Caribbean The Caribbean is a region as complex as it is compelling, and as varied as its collection of more than two dozen countries, 59 languages, a palimpsest of historical influences and more than 7,000 islands can possibly make it. It is also, as every tourism official acutely knows, a region in the throes of profound change, and every island is feeling the effects. In the most tourism-intensive region in the world – according to the World Travel & Tourism Council (WTTC) – tourism is also forecast to grow GDP at only For some observers of the Caribbean scene, the 3.4% annually over the next 10 years, placing search for new, exotic markets underscores the the Caribbean 10th of 12 world regions. A urgency for the region to act together, a chronic similar forecast is expected for travel & tourism Caribbean challenge. Speaking at the recent investment, with 9 world regions of 12 growing their Caribbean Tourism Summit and Outlook Seminar in investment at a higher rate. Montego Bay, Jamaica, David Scowsill, the head of the WTTC, said that to fully tap into the potential In the face of nimble traditional competitors, of travel and tourism, Caribbean nations need to and emerging new places called paradise, these speak with one voice, a sentiment that has been are unsettling statistics. The region is reacting echoed repeatedly over the years. Yet One Sea, in different ways: some are reaching farther than One Voice, One Caribbean is elusive, even though ever to entice new markets, drawing increasing success in faraway markets will certainly depend on numbers of Russians and Europeans, and hungrily it. Sir Ronald Saunders told the Huntington News eyeing China. For other players in the region, the that the preparatory work to attract the complex Caribbean need just look north for its biggest Chinese market needs to be undertaken by a group opportunities. In his keynote address at the acting on the region’s behalf. Caribbean Tourism Organization’s (CTO) State of the Industry Conference (SOTIC) in St. Thomas this Other key areas demand regional attention: Policy fall, Apple Leisure Group CEO Alex Zozaya told the issues, from layers of bureaucracy to inefficient assembled that the market of 300 million in North airlift challenges, tax burdens, ferry service and America has created only 12 million tourists a more are old complaints in the region. Increasingly, year for the region. “I don’t see why we can’t sustainability concerns – related to everything attract 30 million tourists a year,” he said. “The from high energy costs to climate change to the biggest competitor is the number of Americans importance of bringing the next generation into who have never traveled beyond the borders of the hospitality industry – are adding critical new their own country.” challenges that demand a coordinated response. Untreated, they’ll continue to undermine efforts to grow the industry that’s critical to all. 05 Caribbean Tourism Quality Index Wherever visitors come from, be it Russia, Germany, China, London, Mexico or Miami, travelers are increasingly looking for both the sun and sand that have been the traditional appeals of Caribbean tourism, and they’re also looking for a tangible, enviable, memorable moment that ties them to the place. This experience-seeking traveler is going ever farther afield in an ever-smaller world in the search for the exceptional and the unforgettable. See our Key Trends Takeaway on Page 09. At the SOTIC in 2013, that point was underlined. Hugh Riley, the Caribbean Tourism Organization’s (CTO) secretary general said, “It is the quality of the experience that will determine if our guests develop such an emotional attachment that they become influencers and repeat visitors. The whole Caribbean will enhance its competitive advantage by providing unique and memorable experiences to our visitors.” For Alex Zozaya of Apple Leisure Group, “Unique experiences make people more likely to come back to a place. It also lengthens their stay. And when they return home, they’ll talk with their friends about the things they did.” 06 Destinations: Reviewed, Dissected, Shared Increasingly, of course, they talk to their friends on social media, which is now influencing choices far beyond what anyone could have imagined even five years ago. That’s the reason Resonance chose to focus on data from social media for this Caribbean Tourism Quality Index – and also why destinations are increasingly doing the same. Former CTO Secretary General Vincent Vanderpool- Wallace, a former tourism minister of the Bahamas, told SOTIC in 2013 that, “It is so much easier today and getting easier every day to share one’s impression of a destination, hotel or other travel experiences via social media. These ubiquitous digital impressions are so powerful that they have been described as permanently archived word of mouth,” he said. “Instead of focusing only on ‘managing social media,’ people who understand the power of those impressions begin to focus far more on delivering a better experience for their customers.” Part of delivering a better experience comes with constant evaluation of the experience from start to finish. Hugh Riley says that, “By introducing a program that enhances and measures the entire visitor experience, from hotels to food to infrastructure, we can improve the product, share best practices, lift service standards, attract more tourists, and continue to thrive for years to come.” The other critical aspect of better experiences is creating more of them, and many destinations have understood that they need to develop new tourism product. John Murphy of efm, an important 07 Caribbean Tourism Quality Index Resonance’s work in many countries in the world has shown us that destination management is increasingly the future for the industry. President Chris Fair says, “Better integration between product marketing and product development can help destination marketing organizations gain the control of the overall visitor experience they need to ensure that the destination is firing on all cylinders for visitors.” Some Caribbean destinations are taking first steps toward coherent planning with a long-term view. Anguilla, Barbados, Curaçao, Dominica and Jamaica have embarked on Destination Development Plans or Tourism Master Plans to set out their policies, strategies and operations to develop, refresh and rejuvenate their tourism infrastructure, services and products. hospitality consultant in the region, says, “The discerning customers that travel now are not going The findings in this report indicate that the to accept second-rate experiences. We’re being products and experiences that destinations need compared to a lot of new destinations like Dubai... to create – ones that, in turn, visitors will want to So we need to keep upgrading our product.” share – need to reflect and tell a unique story of the character of each island, rewarding travelers The focus on product is even leading some with one-of-a-kind adventures, whether that’s destination marketing organizations (DMOs) exploring an UNESCO Heritage site, discovering a around the world to restructure. In the Caribbean, new culinary treasure, or finding an the Aruba Tourism Authority has updated its underwater wonderland. DMO business plans to incorporate functions of destination management into the organization‘s Zozaya told SOTIC this fall that, “The Caribbean operations and budgets, adding the second needs to step out of its comfort zone, be pragmatic ‘M’ to their moniker and embarking on the and run tourism like a business. It cannot afford important evolution from Destination Marketing the levels of bureaucracy that now exist. Put the Organization to DMMO – Destination Marketing political agendas aside, and you will move faster,” and Management Organization. DMMOs do more he said. than push the destination out to the world; they’re influential in determining product development and With an attentive ear to what visitors are telling increasingly responsible for the guest experience.
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