Ja's small accommodation subsector..Is niche marketing the path to viability?

The very important issue in Jamaica's tourism industry is the viability of the small accommodation sub-sector.

This important sector comprising of hotels under 100 rooms are enjoying approximately 34 per cent occupancy, rendering them unviable.

We have established that they play a major role in the country's economic equation, by their sheer numbers, by the employment they generate, by their potential contribution to the tax revenue, by linkages to the other industries like agriculture and manufacturing, and probably most importantly, by the diversity of product they represent in the destination.

The question therefore, is, how do we assist them in achieving economic success?

Is niche marketing the path to success?

It is our belief that occupancy rate in this subsector can improve, thus charting a course for sustainable viability.

The Jamaica Tourist Board 1998 research indicated acceptance of the sector if they are introduced to the visitor. It is, therefore, the prerogative of both private and public sectors to join forces for greater collaboration.

Our recommendation is to take the destination, not the hotel to market. The hotel is only one element, although it is the one being measured for success.

Worldwide, there are countless hotel rooms, but only one Dunns River Falls, one Rio Grande Rafting, one Reggae Sumfest, one Niagara Falls, one Eiffel Tower and one Great Wall of China.

Factors Impacting the sector

Standards and status of sector

Good management recognises that internationally accepted standards and service are non-negotiable. The destination must seek to bring itself to that level.

The Government has the responsibility to provide proper health and security for its citizens, as well as its visitors. It is also responsible to ensure compliance by the industry.

Government policies should impact favourably on the sector for its survival.

The sector must maintain high standards, comply with government regulations and lobby Government to ensure that policies address their concerns.

Small Accommodation Subsector Marketing

The best option for the sector is direct marketing. In partnership with the JTB, the family, seniors, students, wedding and honeymoon and groups must be targeted.

Advertising

It is imperative that the sector develops web links to the Jamaica Tourist Board (JTB) site, or at the very least, has their information posted on the site.

A simple, well-produced brochure/rate sheet is recommended.

Budget permitting, targeted advertisements to be placed in select consumer magazines and journals.

Public Relations

The sector should position itself to lobby for more exposure in travel programmes and features.

The operators must participate in hosting writers and photographers, as well as giving press interviews.

They must, therefore, be knowledgeable and current on destination events and information.

It is always a very good practice to court in-house visitors. An invitation for a return visit should inform the visitor of events and places of interest.

Conclusion

Ensure the product you are delivering to the visitor is the very best, budget or deluxe.

Sell the destination and your property to your in-house guests. Word of mouth is the best recommendation.

Information was taken from the thesis done by former hotelier, Patricia Samuels. Ms. Samuels who is a veteran of the tourist industry. She did her research on small hotels while completing the master's programme with Revans University.