HAMILTON, Bermuda – Choice Hotels International has announced plans to bolster Caribbean tourism’s efforts to beef up business in today’s challenging economic environment.
The company has confirmed its elite gold sponsorship package for the 13th annual Caribbean Hotel and Tourism Investment Conference (CHTIC) from April 14 to 16 this year at the Fairmont Southampton in Bermuda, where hoteliers, tourism officials, developers, bankers and other lenders will gather to plan investment strategies for the Caribbean.
With record breaking attendance and more than US $100 billion in investment in the Caribbean announced at the 2008 convention, Caroline Racine, director of Caribbean Franchise Development of Choice Hotels International, said that now is the time for industry partners to express even stronger confidence in the region’s top foreign exchange earner.
“The downturn in the international global economy continues to affect livelihoods, but we have to redouble our commitment to this bedrock industry that’s weathered many a storm in the past,” said Racine, who noted the forum’s goals of improving the tourism investment and operating climate in the Caribbean, raising awareness of development opportunities and stimulating a continuing flow of equity and loan capital into the region should all be vigorously pursued.
She congratulated Bermuda’s Premier and Minister of Tourism and Transport Dr. Ewart Brown and his team for their transformative approach to rejuvenating the sector as well as recently announced plans for human resource development on the island, which is the oldest British Colony and has the second oldest Parliamentary Democracy (after England) in the world.
“Bermuda has demonstrated leadership in the Caribbean tourism arena and we have a very encouraging outlook for business prospects on the island,” said Racine.
“I have long said that our people are the country’s greatest resource as a tourist destination,” commented Premier Brown. “One of the best ways to improve our tourism product is to get more Bermudians in the mix. I want to see them working at every level of the industry.”
At the conference, Racine will present the recently unveiled Ascend Collection membership program from Choice Hotels and its accompanying state-of-the-art revenue management and marketing systems to help drive small hotel business in a struggling market.
Ascend Collection properties, which can only be found in the Americas, are Historic, Boutique or Unique hotels that meet well-defined membership criteria and demonstrate a commitment to service excellence. “And we don’t ask you to change a thing,” said Racine, who explained the new member hotels do not have to conform to traditional branding requirements. “You retain your local identity and individuality,” said Racine, who cited Le Consulat hotel in Puerto Rico with its gorgeous vista balconies as part of the new Ascend Collection within the Caribbean.
