THE 2006 Caribbean and Hotel Association (CHA) Allied Member of the Year award was presented to George deMercado, vice-president, alliances and administration, Air Jamaica Limited, at the Salute to the Stars of the Caribbean luncheon, held during the Caribbean Hotel Industry Conference (CHIC 2006). The luncheon was held at the Hyatt Regency Miami.

"The dedication and efforts of George are an indisputable testament to his commitment to the region's tourism industry and CHA," says Dianelys Rodríguez, vice-president of American Express establishment services ­ Latin America and the Caribbean. "We congratulate George deMercado on this well-deserved award," she adds.

EARLY CAREER

Mr. deMercado began his career at Pan American World Airways, where he was a supervisor and manager in customer, sales and training. In 1972, our winner joined the Jamaica Tourist Board (JTB) as sales manager and he was quickly promoted to director of sales overseas, and then director of marketing for North America. Later, he was appointed general manager, North America, where he supervised all operations of the JTB in the United States and Canada.

In 1979, Jamaica Resort Hotels tapped him for the position of president and general manager. He was responsible for the marketing and sales of all government-owned hotels. Mr. deMercado joined Air Jamaica in 1986 as regional manager ­ Canada, responsible for all aspects of the airlines operation in that country. In late 1991, he returned to the JTB as deputy director of tourism with responsibility for international sales and promotions. He held the JTB position until his reappointment to Air Jamaica in 1997.

EDUCATION

George deMercado is a graduate of St. George's College and is affiliated with the Alliance of Canadian Travel Associations, the American Society of Travel Agents and the American Association of Executives and the Toronto Board of Trade.

Nominees for the CHA Allied of the Year award are evaluated taking into consideration their efforts in the following key areas: volunteer work with CHA; membership development; fund-raising activities; advocacy activities on behalf of CHA; motivation of others; work with national hotel associations; and involvement in regional tourism activities, among others.