Marriott, Blue Diamond partnership credited for increase in Canadian tourists
WESTERN BUREAU:
THERE WAS a 40 per cent increase in tourist arrivals to Jamaica from Canada in the just-concluded winter season, and stakeholders believe the marriage between two of the world’s top hotel brands was a major contributing factor.
Angella Bennett, regional director of the Jamaica Tourist Board (JTB) Canada, said that approximately 395,000 Canadian tourists visited the island over the four-month season, which runs from December to April each year, compared to 342,000 the previous season.
According to Bennett, airlift to Jamaica also increased by 30,000 seats over the period.
“Jamaica is well positioned and is receiving new clientèle, a new profile of guests that would not consider Jamaica,” she said during an interview with The Gleaner on Sunday.
Bennett was making reference to the partnership struck between hospitality giants Marriott International and Blue Diamond Resorts in 2021. That relationship resulted in Blue Diamond pumping millions of dollars into Hideaway at Royalton Blue Waters in Trelawny, formerly Royalton White Sands.
It is Marriott’s first foray into the all-inclusive concept.
Under the agreement, Blue Diamond, which operates the Royalton hotel chain in Jamaica and seven other countries, has fully integrated 20 properties into Marriott’s Autograph Collection and the Marriott Bonvoy loyalty programme, which has over 190 million members worldwide.
“That’s 190 million people that will be exposed to Jamaica who weren’t exposed before. So it is a win-win for Jamaica.
“The Bonvoy stays within the collection of hotels they offer. So the fact that they are offering Jamaica, and also from a marketing perspective, they are promoting this to their clientèle as their hotel, so it elevates the brand,” Bennett said.
Kerry-Ann Quallo Casserly, Blue Diamond’s regional commercial director for Jamaica, disclosed that the partnership has resulted in a surge in business for the chain.
“We are having a recordbreaking year. Last year was incredible when we exceeded occupancy and revenues. This year we are known as one of the hotel chains that’s doing extremely well,” she told The Gleaner, while commending the hotel staff for their hard work.
Quallo Casserly declined to disclose financial details.
The Marriott chain also had its “best performance ever” across the Caribbean and Latin America, according to Antoinette van den Berg, vice-president of sales, distribution and operations for both regions.
“We exceeded all expectations, and this year we have had a phenomenal first quarter. Our resorts have done amazing,” she told The Gleaner.
Executives from Blue Diamond and Marriott International hosted 120 tour operators, currently on t he island, participating in the Caribbean Travel and Tourism Association Caribbean Marketplace in T re lawn yon Sunday.
Bennett, the JTB’s top executive in Canada, said Jamaica has to ensure that it maintains a high standard of service “because the Bonvoy is a very high-profile clientèle”.
“So, we have to make sure that our people continue to give good service from the heart and deliver on our promise.”