The Caribbean Marketing Conference

The Caribbean Marketing Conference is one of the most prominent events of Caribbean Week. Celebrating The Caribbean in New York brings together many VIP’s, tourism officials, media and delegates from the region, enjoying the sights, sounds, colors, culture and uniqueness of the Caribbean.

Arranged by the Caribbean Tourism Organization, the Week combines business sessions and sponsored culinary events, entertainment and networking opportunities. The week culminated with the Governments of the Caribbean State Ball at the Plaza Hotel.

But today, we are focused on the three presentations of the Caribbean Marketing Conference, which began the morning of June 10th at the New York Hemsley Hotel.

Leading off the conference was Daniel Levine, Executive Director of Avant- Guide Institute, showing the future trends in Caribbean tourism and how changing consumer behavior equals a thriving Caribbean market.

Old tourism patterns with a hedonistic bent, conspicuous consumption, and disrespect for the land is now being replaced with a change in social responsibility, focusing on family, friends, eco oriented tourism, health, spirituality and community immersion and involvement. This trend is essential to garnering quality tourists and involving them in a unique experience, one that leaves them with fond memories and beckons there return.

He gave a long list of major companies, Mercedes-Benz, Gucci and others that are changing their focus from luxury, i.e., overconsumption, to a more “greener” and practical model for the public, especially in this contracted economy.

The paradigm is changing and Caribbean islands to remain competitive will have to reorganize their focus and look at giving the tourist meaningful experiences, enhanced learning opportunities, environments that foster togetherness and use images promoting these trends in their marketing strategies.

Second on board was dynamic Susan Black, who talked about the importance of Social Media in Marketing. Black, of The Black & Wright Group, is a well known travel executive advisory consultant, who drove home the importance of the Social Media in establishing a foothold in the tourism market. Her impassioned talk focused on Facebook, Tweetter and Blogs, and how these can be used to maximize results within the system. Utilizing photos, videos, engaging in two-way dialogue and incorporating excitement and passion in this media will ultimately help develop a trust which is essential to survival in this industry. Honesty, openness and taking responsibility for errors were other qualities necessary for success.

When questioned about what’s on the horizon, she said, more media technology and that’s where the future is.

Rounding out the conference was Emerson Brantley lll, CEO for Results-Driven Marketing Solutions. He focused on how “this is a turning point in history regarding travel” due to the economic stagnation and the necessity of the CTO to fill this travel void by utilizing the new media, identifying their market and developing new relationships.

Cheapening the product by continuing to give discounts for services was a topic he was adamantly opposed to and countered with the concept of “adding value”, i.e. giving more services for the same dollar value. Following up with the tourist was emphasized to get an honest assessment of their experience and create a bond between the two in an effort to encourage repeat visits. His own experience while visiting six Caribbean islands without follow up was a powerful reminder to him of its importance.

These were very eye opening speakers, with participants getting a mini-course in marketing.., and several Directors of Tourism and Tourism Officials contacting presenters after the conference, asking questions and booking dates in their respective countries for a more detailed consultancy.

Again we see that the internet highway is the future, and those who hop on will maintain a distinct competitive edge over their counterparts.

Source: News on the Caribbean and the Americas