Why Is Barbados’ Marketing To American Tourists Failing?

Why is Barbados marketing to American Tourist Failing? That's the question that Barbados Free Press is asking.

I stated this week that I would post some of the questions I have received from clients, blog visitors and website visitors. Before I could get back to posting here, I got caught up with lots of last minute quotes, and reservations.

But, I always stop by the Free Press to see what's going on in the local scene, and when I saw their posting on American Tourist Falling, I had to respond since that question answers at least three questions I was already going to post.  

So, here's my professional take on the situation . . .

When I've quoted vacation prices to Barbados this year for American travelers, cost has been a big factor in choosing Barbados compared with other Caribbean destinations such as The Bahamas, Jamaica, Dominican Republic and Mexico (Mexico is not really considered a Caribbean destination, however we get lots of requests).

Three of these destinations, Jamaica, the Dominican and Mexico have many all inclusive vacations at very attractive prices. Barbados is known as an island with hundreds of fine restaurants, and not known as an "all inclusive destination". The price of the few all inclusive properties on Barbados are often higher than the four destinations listed above. The Bahamas is attractive to Americans due to the close proximity.   

When winter comes, Americans like to vacation in the Caribbean. There are no specials to Barbados in "high" season, and with the cost of airfare, hotel, eating out, and activities, Barbados is priced out of the average American's budget. I know we've spent $1,800 on airfare alone one year.  

Another issue is the time spent in traveling to and from the island. If you live on the eastern seaboard, you can usually get a direct flight, however for those living in the Midwest (like me), and those living in other parts of the U.S., travelers spend a whole day getting there, and another day on the return trip.

Americans have the least amount of vacation time, compared to Europeans, and most don't want to eat up 2 days of their 7 day vacation traveling.

Time spent traveling is also an issue to families with smaller children. Many times parents have opted out of Barbados because they can't bare the thought of spending a whole day traveling back and forth with cranky kids.

Speaking of time spent traveling - I just quoted a couple from Arizona a "Best of Barbados" package, and to stay within their budget, I could only find an outgoing flight that arrived the next day, and the return flight was the same. With a $3,500 budget for the week, having to spend additional money on a hotel for two nights here in the U.S., and along with losing two of their vacation days, they decided on a Jamaican all inclusive special, and saved $500.00 - and they arrived and came home on the same day. 

Now to the Best of Barbados Program - The "Best of Barbados" program this year has been confusing. Normally when the program rolls out, the booking/travel window extends through the entire program period of up to six months. However, this year the booking/travel window has normally been from 30-60 days. With those stipulations, a traveler must book the package within 30 days, and travel within 60 days. This 30 to 60 day stipulation also does not allow travelers the option of a deposit, and paying on their vacation. 

So every 30 days, a "new" "Best of Barbados" package is rolled out with the same stipulation of booking right away, and traveling very soon. Will next month's prices be the same, or offer the same hotels? Maybe, maybe not. Travelers can't plan in advance, and I can't quote in advance.  

We get to know our clients, and as an agent my job is to find out what they want from their vacation experience. As I talk with clients and website visitors about their expectations, there has been an uniquely American issue. I say uniquely American because we have also have many European clients (our agency only books land accommodations for clients outside the U.S).

It's Fear - Most Americans are somewhat scared to travel. This issue doesn't come out right away, but it does surface as I ask detailed questions about their upcoming vacation plans.

There's the fear of dealing with airport security, body searches, knowing what they can carry or not carry onboard, the fear of planes blowing up, crashing or being hijacked.

Fear is leading many Americans to vacation closer to home, or stay at home. This fear encompasses the war, violence, the economy, and the world in general.

And, then there's the fear of not being liked - just for being an American. I don't know how many times I've been asked this year, "do the locals like Americans, are they friendly, and will I be safe".

Safety is always a factor when traveling, however our clients outside of the U.S. live in countries affected by the current global political situation, but they are not being guided by fear.

And another interesting fact is that while foreigners are traveling the world in great numbers, they are not coming to America. Yes, our visitor numbers are down. But, then we don't even have a Ministry of Tourism here in the U.S., so I'm not sure who is going to lead the cause for this issue - the major hotels are trying their own campaigns.

And finally, the real bottom line. Barbados requires a valid passport, and surveys have shown that less than 30% of Americans have passports.   

The traveler profile to Barbados this year, at least for my particular agency, includes three traveler types:
 
(1) The Upscale Traveler - The wealthy, and money and time are not issues.

(2) Americans on the eastern seaboard, or those who have purchased time share property on the island. Those on the east coast get the best airfare deals, along with travel time. Timeshare owners pay an average of $600 - $800 per week, which is well below the average rack rate on the island for 3 star and above properties. I own several weeks at Divi Southwinds, so that definitely saves on lodging whether I stay there, or sell my timeshare for a profit to stay somewhere else.

(3) Europeans and Canadians. Both love Barbados, and travel there every year for extended vacations. This group will often stay in budget properties, cook meals on their own, and dearly love the island.

Barbados is truly a wonderful vacation destination. The island has more to offer than most Caribbean islands in the way of lodging, restaurants, nightlife, activities, and of course wonderful beaches. It's more expensive that many destinations in the Caribbean, but it's still my favorite.    

Note: The BTA (Barbados Tourism Authority) spent $40 million to attract Americans, and the campaign failed. They could have paid me a cool million to give them some advice. If anyone over at BTA reads this, drop me an e-mail.

Comments

[Adrienne]

Adrienne sent this e-mail to me directly, so I have copied and posted here -Linda

I'm a marketing rep, and found the entries over at the Barbados Free Press interesting. By the way, I understood exactly what you were saying Linda.

Barbados is failing in their American tourist marketing efforts because they DO NOT understand their target audience.

Any one who understands marketing in American realizes that ads and brands need to be seen on a consistent basis to stick in the minds of Americans.

Americans have tons of marketing messages thrown at them daily - so what makes Barbados think that their inconsistent marketing efforts will get through?

What we see is "Come to Jamaica", Mexico, Bermuda, Antigua, The Bahamas, The Virgin Islands, and Puerto Rico ads on TV, newpapers and magazines,

AND THAT'S WHERE WE GO!

[Nicoleta]

My name is Nicoleta , I'm the webmaster of
http://www.kenyasafariholidays.com

I have visited your site and I believe a link exchange could benefit
us both.

I'm offering you the following


Title: Kenya safari, African safaris, Tanzania tours, Africa vacation
holiday
URL : http://www.kenyasafariholidays.com

Details: African Exclusive safaris to Kenya and Tanzania Safari holidays,
Kenyas Safari under canvas trips, Tanzania Tours and adventure trips
VacationsKenia adventure Safari Holiday - Luxury travel to Tented
wildlife Lodge road Safaris,Africa Family Adventures Touring some of
Romantic beach Honeymoon to Zanzibar beaches,Malindi villas and
cottages,Lamu island hotels + Mombasa beaching


See The Real Kenya -Come Safari in Kenya-professional safari experts.



Nicoleta
Thanks in advance

[Linda Thompkins]

Thanks for visiting Nicoleta,

I have forwarded you a personal e-mail
Linda

[Adrian Loveridge]

US$326 including return flights from Miami to Barbados, 7 nights accommodation at Bayfield House Hotel with daily complimentary breakfast and a US$25 Oistins Fish Fry Voucher.

Yet 'we' cannot sustain a ONCE weekly flight out of one of the worlds busiest airports (ATLANTA) where six million people live within one hours drive and is almost unparalleled choice of connecting flights.

Is it really a price issue?