On board Spirit Airlines...Low-cost carrier targets 11 Caribbean destinations

A NEW style of low cost, efficient transportation to and within the Caribbean is emerging according to Joel Chusid, president of Joel Chusid & Associates, a travel, tourism and aviation consulting firm. He was speaking of the airline's plan to penetrate 11 Caribbean destinations at the 28th Caribbean Tourism Conference (CTC-28) recently, in the British Virgin Island of St Thomas..

Endorsing the move, Spirit Airlines Vice-President of Sales & Distribution Marc Cavaliere, told travel agents that "We are the low fare airline of the Caribbean and the fastest growing airline in the region". Within a year, he said the airline will be dominating the skies in the region providing travel services both within and outside of the region. He also hailed travel agents as loyal distribution partners.

John Wrightington, director of network management for Caribbean Sun Airlines and Caribbean Star Airlines, also reassured travel agent participants that his company was reassessing check-in, ticketing and baggage handling procedures to improve connectivity between North American carriers and his airlines.

He also noted that "We will be cooperating much more in the future with Air Jamaica and BWIA."

COMPLEX SALE

Spirit Airlines uses traditional tour operators and Cavaliere said that he sees tour operators as "important to us because we sell the Caribbean as an experience and both the travel agents and tour operators are part of the more complex sale."

Wrightington agreed, noting that "The older person needs the travel agent and tour operator because they do not use the technology as much and need assistance in packaging their vacations."

All the participants agreed that the number of distribution channels have expanded considerably, but that travel agents and tour operators, especially in the Caribbean market, were still a vital link between the airlines, cruise lines and the customer.

"We are reaching the right customer with the right product through the right channel," said Cavaliere.

"I think a key component of future development for Spirit is to facilitate movement from island to island so vacationers can visit several islands on one trip," he added.

When questioned about government subsidies to get airlines like Spirit to serve particular markets, Cavaliere admitted: "We do have partnerships using government guarantees and assistance packages for joint marketing, but if there is not sufficient demand for any particular destination, we're not going to go into that market."

Told that low cost carriers bring low-end guests, Cavaliere asserted: "We see the type of passenger travelling with us and staying in high-end hotels because our low-cost air fare makes the overall trip more affordable and also enables them to take additional vacations."