Key strategic focus at 2011 Industry Marketing Meeting
BASSETERRE St. Kitts, June 6th 2011 - The travel trends of today’s UK Consumer and the importance of mutual partnerships were key focuses at an industry marketing meeting for island stakeholders and partners, held on Friday 27 May at the St. Kitts Marriott Resort. Under the theme of ‘Know the UK; Grow the UK’, the St Kitts Tourism UK team took the audience through a comprehensive review of the marketplace and the UK travel industry, highlighting strategies to increase awareness of the destination amongst UK travellers.
An overview of the successful BA route, focusing on the continuing role the twice-weekly service played in the development of new and existing tour operator programmes to St. Kitts and Nevis and the flexibility for UK consumers visiting the two islands, was also presented.
Central to the presentations, an interactive workshop, led by the UK team, focused on tactical and strategic plans for government, tourism officials and stakeholders to work together to build demand for the tourism experiences that St. Kitts has to offer; and ultimately bring more business to the island. Whether it be trade, consumer or social media activities, it was roundly agreed by all that maximising partnership opportunities would help businesses to secure and grow the UK market and subsequently increase their market share.
The workshop also provided the platform to discuss the on-going challenges facing individual stakeholders targeting the UK market, while offering an insight in to the habits and needs of today’s consumer and tactical solutions to reach them.
The key niche markets of Families, Romance, Heritage & Culture, Activities and Food & Drink, were also highlighted with a focus on the opportunities these areas presented in reaching out to consumers. As UK travellers look for holidays which centre on family activities and adventure with food and culture also playing a huge part in the decision making process, the UK team emphasised the value and importance of targeting the right consumers with the right product.
In her opening address to the audience, Rosecita Jeffers, CEO, said, “We want to take this opportunity today to speak to you about our plans to grow the UK market, what strategies we have in place and how we can all, as a team, work together towards achieving our goals. We have a vision to ‘Know the UK and Grow the UK’ and the information we share today and the feedback provided by you in our workshop this afternoon and during the course of the year, will be a vital component to ensure we can keep that vision alive.”
New plans for 2011 presented by the UK office included exciting initiatives which would generate more interest in St. Kitts as a destination for the UK traveller and more importantly to retain the consumer through on-going creative solutions. Creative ideas discussed included the enhancement of the Kids r VIPs programme, and production of the Kids r VIPs booklet and new microsite; food and drink promotions to highlight the island’s growing reputation for its food offering; niche tour operators and activities to support the 2012 St. Kitts Music Festival and ‘Romance’ promotions. On-going marketing and PR initiatives including agent and media FAM trips, participation at events including Taste of London and trade shows remain key activities for the year.
Lisa Elmes-Bosshard (UK consultant to the St Kitts Tourism Authority), said, “We thank tourism industry representatives and stakeholders for their positive response to the UK Marketing and PR presentations. In 2011 and going forward, consumer trends and travelling habits will become key to our marketing strategies with social media activities becoming an increasingly powerful tool not only to ensure St. Kitts remains top of mind with UK consumers as well as with the trade, but also as key cost saving initiatives going forward.”
St. Kitts and Nevis is currently served twice-weekly on Saturday and Tuesday from London Gatwick by British Airways, the first scheduled carrier to provide regular airlift to the island. The BA aircraft uses a three class, 280 seat Boeing 777 aircraft holding 40 Club World seats, 24 World Traveller Plus and 216 World Traveller seats.
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