BTA: “Bookings Spike In Individual Travellers”

May 17, 2015

A new report from the Bermuda Tourism Authority [BTA] shows a “bookings spike for individual travellers to the island is making up for a slump in the group travel segment,” the BTA said today, adding that “according to a monthly hotel room nights analysis, individual hotel room bookings is up 9.8 percent while group travel bookings is down 13.8 percent over the next 12 months.”

“This is why you’ve heard us use phrases like ‘on the right track’,” said BTA’s Director of Public and Stakeholder relations, and author of the report, Glenn Jones.  “Individual travellers is one number the BTA can impact materially in the short term and it is clearly impacting that number in a positive way.

“As our new report explains, when group business like corporate meetings is secured, it takes 12 to 36 months before that group flies to the island.  So the lacklustre group performance we see in 2015 is as a result of sales contracts secured, or not secured, up to three years ago.”

Group travel is defined as a minimum of ten rooms per night.

The BTA said, “The report, titled “Group Travel: Where We Are and Where We’re Going”, was distributed electronically to hundreds of tourism industry stakeholders in a monthly bulletin.

“It provides an education on the group travel sales process and explains the strategies the Tourism Authority has implemented to improve the market segment’s performance going forward.

“Some of those strategies are:

  • A new sales partnership with Associated Luxury Hotels International
  • Realignment of business development managers in North America
  • Refocus of sales strategies from travel agents in geographic regions [like U.S. southeast] to vertical group business categories [like corporate, social and specialty association]“

“The reorganised sales team is structured specifically to develop new business opportunities, uncover new leads and convert new bookings for Bermuda,” said Chief Sales and Marketing Officer Victoria Isley.

“By focusing on respective categories that align with Bermuda’s product, the BTA will be able to truly meet the needs of group customers whether they’re looking at a destination wedding, a corporate leadership summit or a sports training retreat.”

“While statistics show the BTA’s sales and marketing strategies have helped to generate more individual hotel room nights for the island, it must generate more growth in the second half of 2015 in order to fill the hole left on the group side of business,” the BTA said.

“If we could get group business for 2015 that would solve everything because it means thousands of air visitors and hotel room nights,” Mr Jones said.  “But it’s too late to grow the group number materially in 2015.

“The main aim now is to win more individual vacationers to fill the gap.  These travellers, on average, book 45 to 60 days out and are the target of new marketing efforts which began in November. The fact that individual bookings is up 10 percent over the next year suggests the new marketing is working.”

The BTA added, “For 2015, individual leisure and business air visitors are forecast to represent 82 percent of all hotel room nights sold, while group travel is expected to represent 18 percent.  For 2016, the goal will be to balance those numbers better.  In 2007, for example, a year of high air arrivals, the split was 71 percent individual and 29 percent group.

“The BTA’s report maintains that a strong performance in group business leads to a successful year for the entire industry, not just the host hotels.  Area attractions, transportation providers, event planners, restaurants and others in the tourism value chain benefit when there is a thriving group segment.”

The full report on group travel is available on the BTA’s website, and also follows below [PDF here]:

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Comments (17)

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  1. somuchless says:

    Yawns. Down in one area and up in another and I bet that the bra think that they’re still doing a good job. Pleazeeeeeeeeee

  2. rhonda says:

    How many times has the BTA told us booking were up. and yet the end of each quarter the numbers are down.
    Are these just. feel good press release statements

  3. Think about it says:

    Lets do the math for a corporate leadership summit.

    Bermuda
    300 rooms * $350 no food in price = $105000 :(

    Jamaica
    300 rooms * $150 all inclusive = $45000 :)

    The Shareholders will send the corporation to the least expensive destination.

  4. Rock Paper Scissors says:

    Why is the BTA still using the PLP Bermuda Department of Tourism [BDOT] branding campaign “So Much More” When it first came out all the OBA Old Boys association dislike the idea!

  5. Rockfish#1 says:

    It is boring and monotonous reading these self serving missives from the BTA.
    It is clearly an attempt to justify their existence at the taxpayers expense.
    Where are the important statistics?

    • Mockingjay says:

      And the justification of paying Hanbury $1000,00 a day while those of us that are WORKING for our money have to rant and rave to earn a decent wage to keep up with the cost of living.
      WTF

  6. warwick pond skink says:

    It does seem that there are more Tourist on island riding around on bikes etc.

    Keep up the good work and may it continue for many years

    • Mockingjay says:

      Compared to the tourist that go to the Caribbean this is Pathetic.

    • I heart 441 says:

      That’s because the cruise ships are in. This article refers to those that fly in, not cruise in.

  7. Coffee says:

    BTA doing what it does best ; Shoveling sh!? Down gullible throats . When something ‘spikes’in this case ,it means serious inconsistencies . What are we consistently paying for ? Inconsistent results from the experts . Get the flock outta here with your BS .

  8. flikel says:

    Interesting story. The BTA has frquently produced stats and news releases stating there are ‘spikes’ in various segments and bookings are up, thereby ‘proving’ things are on the right track and their marketing is working.

    However, the statistic that counts..air arrivals… has been in continuous decline. The BTA ‘blames’ the decline in air arrivals on factors which are out of their control.

    It seems they are quick to take credit for any ‘good’ news….but blames the ‘bad’ news on everyone and everything else, but them.

    Gotta love it.

  9. johnny says:

    Exciting times, we have 10 more individuals coming to the island but we have 15 less groups coming. I applaud the BTA for being excited about new individuals coming to Bermuda, while downplaying the fact that less people in total are in fact coming here.

  10. stunned... says:

    sometimes, some things are better left unsaid…it is okay to remain mute if there is nothing profitable to be said.

  11. San George says:

    The efforts of the BTA are being squandered by atrocious service and facilities in this country.

    Most recent personal bad experiences in our restaurants – in addition, had guest which also made it embarrassing:

    Coco Reef – Deck furniture is garbage
    Flanagan’s – bad service
    Beau Rivage – New Stead – bad service

    Our prices require that service be outstanding.

    C’mon Man!