Throughout Caribbean new approaches to summer promotions

Touting the allure of sun, sand and sea to lure travelers to the Caribbean is a tried-and-true formula. But a somewhat tired one.

Travelers these days expect more than azure waters and powdery sand in terms of enhancements. Hoteliers and destinations in the region have recognized that and are working to inject new life into promotional offerings and event happenings, especially during the traditionally slower summer season when hurricane jitters and a perception of high heat and humidity can derail potential travel to the Caribbean.

It appears to be working. Overall Caribbean tourism in the first quarter increased 2% year over year, according to data from the Caribbean Tourism Organization (CTO), and it is forecasting steady increases for the remainder of the year.

Hotel occupancy in the Caribbean increased 3.2%, to 65.8%, in May compared with May 2013, the largest year-over-year increase since December 2013, according to Smith Travel Research’s survey of 1,891 hotels comprising 226,144 rooms in the Caribbean.

Beverly Nicholson-Doty, CTO chairwoman, said that revenue per available room “is increasing, as well. We are very positive about the forecast going forward.”

Eliska Hesova, director of business development for the Sonesta Collection’s two St. Maarten resorts, said Sonesta was seeing a shorter booking window this summer than last.

“We started seeing a slower pace in May and June for July and August travel,” she said. “We are starting to pick [up] for summer vacation, which would typically have happened about four weeks earlier in past years.”

The long winter also had an impact on travel plans, Hesova said.

“Guests who typically vacation twice a year did so this past winter to escape the cold,” she said. “We also have seen that guests are seeking new destinations, and all-inclusive resorts are very popular.”

What’s happened is that Caribbean hotels, whether boutique or big, chain or independent, budget or high-end, are doling out more than just free nights and kids-eat-free to entice travelers to the islands and enhance the guest experience this summer.

Even resorts that do not usually offer all-inclusive packages are bending the rules this summer. Sugar Beach, a Viceroy Resort in St. Lucia, has a Sweet Indulgence package that covers all meals and drinks, which the resort says represents savings of $1,000 or more per couple. Parrot Cay by Como in Turks and Caicos offers all-inclusive meals at villas and houses, with savings from $183 per person, per day, according to the resort.

Scrub Island Resort in the British Virgin Islands has partnered with Pack for a Purpose, and travelers are encouraged to bring supplies and donations, which are distributed to local organizations in need.

“We are not doing things the same old way that we used to,” said Christine Noel-Horsford, head of marketing for the Grenada Board of Tourism. “We are looking for new marketing opportunities to ensure that travelers have a good experience when they come to Grenada.”

Resorts in St. Lucia are taking advantage of cocoa, which has been grown on the island since the 1700s, to sweeten their summer promotions. Guests at Jade Mountain and its adjoining sister property, Anse Chastanet, can make their own chocolate in the property’s new chocolate laboratory.

Chocolate-infused activities include sensory tastings and chocolate dishes, cocktails and body treatments in resort restaurants, bar and spa.

“It is important to have strong offers in the marketplace,” said Karolin Troubetzkoy, executive director of both resorts. “Chocolate is our secret weapon.”

Several resorts jumped on St. Lucia’s Chocolate Heritage Month festival in August to sweeten travel incentives, such as a chocolate scrub spa treatment at Calabash Cove Resort Spa, a complimentary component of its five-night Sweet Days in Paradise package.

Frenchman’s Reef Morning Star Marriott Beach Resort in St. Thomas offers nighttime snorkeling; families at Sugar Beach on St. Croix can take part in a scavenger hunt; merengue and bachata (guitar music) lessons are on tap at Eden Roc at Cap Cana in Punta Cana; and guests at the Royalton White Sands in Montego Bay and Royalton Punta Cana in the Dominican Republic can enjoy a catchy music sound track created especially for the resorts.

Moon Cliffs in Negril reported a 200% increase in summer business, primarily due to its wedding incentives. If a couple books a wedding for Monday through Wednesday, they save up to 35% and get a complimentary villa upgrade, according to owner Randy McKay.

Karen Cruitt, vice president of leisure sales for Atlantis, Paradise Island, said the resort has seen “increased demand in the leisure sector as compared to the same time last year. The destination’s Instant Airfare Credit promotion — up to $250 when booking an air-inclusive minimum four-night stay — helps incentivize travel through September.”

The resort offers a complimentary Cartoon Network Adventure Time obstacle course for kids as well as summer camps (for a fee) and a music festival over Labor Day weekend.

Follow Gay Nagle Myers on Twitter @gnmtravelweekly.