Read us | Listen to us | Watch us | Join Live Events | Turn Off Ads | Live |

Click on your language to translate this article:

Afrikaans Afrikaans Albanian Albanian Amharic Amharic Arabic Arabic Armenian Armenian Azerbaijani Azerbaijani Basque Basque Belarusian Belarusian Bengali Bengali Bosnian Bosnian Bulgarian Bulgarian Catalan Catalan Cebuano Cebuano Chichewa Chichewa Chinese (Simplified) Chinese (Simplified) Chinese (Traditional) Chinese (Traditional) Corsican Corsican Croatian Croatian Czech Czech Danish Danish Dutch Dutch English English Esperanto Esperanto Estonian Estonian Filipino Filipino Finnish Finnish French French Frisian Frisian Galician Galician Georgian Georgian German German Greek Greek Gujarati Gujarati Haitian Creole Haitian Creole Hausa Hausa Hawaiian Hawaiian Hebrew Hebrew Hindi Hindi Hmong Hmong Hungarian Hungarian Icelandic Icelandic Igbo Igbo Indonesian Indonesian Irish Irish Italian Italian Japanese Japanese Javanese Javanese Kannada Kannada Kazakh Kazakh Khmer Khmer Korean Korean Kurdish (Kurmanji) Kurdish (Kurmanji) Kyrgyz Kyrgyz Lao Lao Latin Latin Latvian Latvian Lithuanian Lithuanian Luxembourgish Luxembourgish Macedonian Macedonian Malagasy Malagasy Malay Malay Malayalam Malayalam Maltese Maltese Maori Maori Marathi Marathi Mongolian Mongolian Myanmar (Burmese) Myanmar (Burmese) Nepali Nepali Norwegian Norwegian Pashto Pashto Persian Persian Polish Polish Portuguese Portuguese Punjabi Punjabi Romanian Romanian Russian Russian Samoan Samoan Scottish Gaelic Scottish Gaelic Serbian Serbian Sesotho Sesotho Shona Shona Sindhi Sindhi Sinhala Sinhala Slovak Slovak Slovenian Slovenian Somali Somali Spanish Spanish Sudanese Sudanese Swahili Swahili Swedish Swedish Tajik Tajik Tamil Tamil Telugu Telugu Thai Thai Turkish Turkish Ukrainian Ukrainian Urdu Urdu Uzbek Uzbek Vietnamese Vietnamese Welsh Welsh Xhosa Xhosa Yiddish Yiddish Yoruba Yoruba Zulu Zulu

Troubetzkoy: Caribbean has to keep refreshing its product

Written by editor

CASTRIES, Saint Lucia – A high-ranking Caribbean tourism official said the region has to keep refreshing its product to ensure its people can continue to benefit from the revenue generated by the in

CASTRIES, Saint Lucia – A high-ranking Caribbean tourism official said the region has to keep refreshing its product to ensure its people can continue to benefit from the revenue generated by the industry.

“Tourism is by far the biggest sector of our economies in the Caribbean and we ought to ensure our hotels and other visitor facilities continue to improve because our people rely on revenue from the sector for education, health, culture and environmental conservation,” asserted Karolin Troubetzkoy, First Vice President and President-elect of the Caribbean Hotel and Tourism Association.

“We cannot rest on our laurels because the global tourism market is growing rapidly and many countries are actively competing with us for the new business,” said the St. Lucia hotelier who observed that the Caribbean is likely to face some challenges as a result of the easing of travel restrictions for Americans to visit Cuba. For many Caribbean destinations, the United States is the largest market for tourists.

Troubetzkoy, who along with her husband Nick, owns and operates the award-winning Anse Chastanet and Jade Mountain, two of St. Lucia’s most admired hotels, lauded this weekend’s first Caribbean Hospitality Industry Exchange Forum (CHIEF) for pointing the way to effective refreshing of the industry. “CHIEF has astutely identified three areas we should be focusing on: operations, sales and marketing, and the need to go green,” she said.

Attracting and training the right personnel are the keys to successful operations, Troubetzkoy contended. “The personal touch is one of the most important elements. A tourist who connects positively, even on a perfunctory level, with at least one staff member, has a very high chance of returning.”

She also believes it is important to ask: “Are we delivering the Caribbean dream and are we maximizing the guest experience to increase repeat visitation?”

For sales and marketing success Troubetzkoy encourages hoteliers to pay attention to guest reviews and turn them into a positive reputation builder. “If you receive a negative review, embrace it, reply quickly and explain how you can use their experience as a teaching opportunity.” Positive reviews can serve as opportunities for hotels to tell their story and to embark on effective public relations, advertising and social media strategies.

Troubetzkoy urged the industry to use data collection to dive into new markets.

“The Caribbean is a maturing market so it is important to refurbish and renovate hotels and resorts,” she added. “As we do so, we must use the occasion to go more green and see the return on investment increase,” she contended.