Small properties ­ survival of the fittest

Monique Hepburn,Hospitality Jamaica Writer

SMALL HOTELS are the forerunners in the island's hotel sector, helping to build and to contribute substantially to the legacy of brand Jamaica. As larger properties sprout up around them and competition increases, they continue to swim against the tide. How do they survive?

Charmaine Deane, co-chairman of the Small Hotel Unit in the Jamaica Hotel and Tourist Association (JHTA), told Hospitality Jamaica recently that small properties face several challenges, which affect how they operate and expand.

"Quite often the challenges they face are in terms of economies of scale and costs relating to the everyday running of a business. "We are faced with a tremendous amount of bills relating to energy and water," Ms. Deane explained.

MARKETING WOES

Charmaine Deane

According to Ms. Deane, who is the general manager of the Runaway Bay HEART Hotel in St. Ann, another challenge faced by these properties relates to the matter of marketing. Many properties find that income is often slow in coming and that the funding required for investment in marketing is deemed a luxury.

The JHTA's classification of a small hotel is one ranging in size from 10 to 100 rooms. To date, more than 100 properties are registered under the Small Hotel Unit of the JHTA, which seeks to provide technical assistance aimed at boosting the operations of such properties.

"A number of initiatives are on stream such as workshops with the Tourism Product Development Company and the Ministry of Tourism and Industry. The entities assist us extensively," said Ms. Deane. "The aim is to pass on as much information as possible."

Small hotels are reaping rewards through initiatives, such as the Unique Jamaica programme, Charmaine Deane20050220C which includes allied members representing hotels, bed and breakfast accommodations, restaurants, eco- and geo-tourist attractions, air and ground transportation, tour operators, tour guides, integrated marketing communications, public relations and event management companies.

BETTER PRODUCT

Over 60 private sector companies continue to collaborate, identifying and implementing strategies to attract new travellers to Jamaica. The aim is to exceed the expectations of the guests by delivering a product that is authentic, interactive and unique.

Ms. Deane noted that many small hotels are now enjoying a boost via Internet bookings, a direct spin-off from Jamaica's e-commerce boon. This trend, it is expected, will increase accessibility of these properties and by extension stay power.

"Internet booking is the way to go for small hotels, and from the standpoint of my hotel, the Runaway Bay HEART, we have benefited tremendously from it as is shown in our high occupancy levels," she said. "I encourage them to take full advantage of the medium."