Highest Hotel Occupancy Since 2008

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Hotels

Thursday, 10 May 2012 02:29

By caribarena news

Antigua St John's - Antigua has recorded its best hotel occupancy figures for April since 2008, with an average of 63.8 percent. This year’s statistics beat those of 2010 - 58.4 percent, and 2011 with 61 percent.

CEO of the Antigua Hotels and Tourist Association Neil Forrester recently released the data, and said “there are signs of recovery, with several hotels showing good occupancy, whilst others are struggling to find their clientele."

Minister of Tourism John Maginley said he was delighted at the rise in figures, and the improvements are as a result of the collaborative strategizing and marketing efforts embarked upon between the ministry, the Tourism Authority, and the Antigua and Barbuda Hotels and Tourist Association, not to mention the rigorous marketing campaigns embarked upon by the major properties who have the financial backing to engage in such costly activities.

In April 2008, the pre-recession era, occupancy rates stood at an overall average of 72.4 percent. Out of a sample of 29 hotels, 36 percent of the rooms available were attributed to the Elite Grouping and Sandals Brand, with these properties accounting for 51 percent of the rooms occupied. The question was therefore raised, “Where are the other properties faltering?”

Forrester noted that the problem lies in the product offered by the properties, firstly, and then, with the lower end, small independent boutique properties, it has to do with marketing, and the procurement and management of the right distribution channels.

Maginley said, “Visibility and proper placement in today’s ever competitive global tourism market are the key essential elements in ensuring that rooms are filled year round.

"I also concur with my AHTA colleague on the concept of continuous product development and this too is an area that the government through our technical team and marketing officers in the ABTA can collude on, as to the way forward because in this fragile tourism industry…experience matters!”

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