St. Croix Hotel & Tourism Association BRIEFING Frank J. Comito, CHTA CEO and Director General May 17, 2017
CHTA BRIEFING Wha hat We’ll Cover … .. .. • About CHTA … . • Areas of of Focus • Key Regional Da Data • The Sharing Economy • A Bit it About Cuba Cuba • A St St. Croix ix Perspective fr from a Former Cru rucia ian • Lo Lookin ing Ahead
THANK YOU FOR YOUR SUPPORT AND ENGAGEMENT Hotel CHTA Representative The Buccaneer Vicki Locke Caravelle Hotel & Casino Karen Beagles Club Comanche Jack Pickel Divi Carina Bay Beach Resort & Casino Andreas Conhoff Hotel on the Cay Anestine Etienne The Palms at Pelican Cove Julie Printy Renaissance St. Croix Carambola Rick Carrington Sand Castle on the Beach Simone Palmer Sugar Beach Condo Resort Christopher Pollock Tamarind Reef Resort Rosalie Toussaint-Lewis
ABOUT CHTA An Association of Associations • 1,000 hotel and Allied Members • A Federation of 32 National Hotel & Tourism Associations throughout the Region • Representing Caribbean Tourism Interests Regionally/Globally • Historically has been a major player in developing tourism in the Caribbean
CHTA VOLUNTEER LEADERSHIP Key Committees, Board and Affiliated Organizations • Executive Committee • Standing Committees : Advocacy, Marketing, Membership, Sustainable Tourism (CAST), Caribbean Travel Marketplace, People Development • Board of Directors • National Hotel and Tourism Associations • Caribbean Society of Hotel Association Executives • Caribbean Tourism Development Company • CHTA Education Foundation
CHTA Volunteer Leadership President: • Karolin Troubetzkoy, Jade Mountain & Anse Chastanet Resorts, St. Lucia Vice Presidents: • Stuart Bowe, Atlantis, Bahamas • Karen Whitt, Regent Palms, Turks and Caicos • Patricia Affonso-Dass, Ocean Two Resort, Barbados • Wayne Cummings, Sandals Resorts Int’l, Jamaica • Pablo Torres, San Juan Hilton, Puerto Rico • Tim Thuell, Nisbett Plantation Resort, St. Kitts • Jose Rivera Campos, AMResorts, Cancun • Bill Clegg, Choice Hotels Group, Regional • Karine Roy-Camille, KRC Consulting, Martinique • Cedric Nubul, Hilton, Curacao Past President and Chairman: • Richard Doumeng, Bolongo Bay Resort, U.S.V.I. Treasurer • Jim Hepple, Aruba Hotel and Tourism Association, Aruba
CHTA Staff Leadership Frank J. Comito Director General & CEO Vanessa Ledesma Matt Cooper COO CMO Adriana Serna Martha Valdivia Director of Director of Communications Membership Gabi Doria Alain Gonzalez Alejandra Calvillo Bookkeeper & Marketing & Commerce Events Associate Manager Operations Coordinator
ORGANIZATIONAL PARTNERS • Caribbean Tourism Organization • CARICOM • World Travel and Tourism Council • United Nations World Tourism Organization • American Resort Development Association • Organization of Eastern Caribbean States • Caribbean Public Health Agency • Caribbean Council • Caribbean Central American Action • International Air Transport Association • Florida Caribbean Cruise Association • Caribbean Institute for Meteorology and Hydrology
OUR LIFELINE The lifeline of CHTA is the two-way connection between the national hotel and tourism associations, with CHTA at the hub and the NHA’s connected regionally thru CHTA and locally to the various destination stakeholders. NHTA NHTA NHTA
Strategic Partners & Key Supporters
SEVEN CORE OBJECTIVES DRIVE OUR EFFORTS 1. Advocacy and Representation 2. Marketing and Business Development 3. Developing Our People 4. Sustaining Our Industry 5. Data and Intelligence 6. Value and Service to Our Members 7. Operating a Fiscally Sound, Future-Oriented Organization
FOCUS AREA Advocacy and Government Affairs Shaping a Regional Caribbean Tourism Initiative - Working with Heads of Government, Industry Leaders, Government tourism entities to advance: • Marketing the Caribbean Brand • Implementing a Regional Marketing and PR Effort • Improving the Cost and Ease of Travel • Developing Human Capital • Improving Research and Data Showing Tourism’s Impact • Developing and Marketing Product Differentiation • Creating a Sustained Funding and Management Structure to Support Regional Effort
Precedent Exists for Successful Regional Public-Private Sector Collaboration to Increase Tourism Arrivals and Occupancies and Address Issues… With Regional Public and Private Sector Leadership… o 1990s Regional Marketing Campaign o 2001 – Post 9/11 Collaborative Marketing o 2011 – UK APD o Opportunity to Learn From Other Successful Collaborations
When We’ve Marketed the Caribbean Brand…We’ve Seen Results…
CHTA FOCUS AREA Advocacy and Government Affairs Addressing Ongoing Concerns… • Regularizing the Sharing Economy (Airbnb, HomeAway, VBRO) with CHTA White Paper… Guidelines for Governments and Associations… • Improving US-Caribbean Relations • Cuba Engagement • Supporting local efforts to address taxes-duties-fees increases • Working with TripAdvisor and Expedia on industry concerns • Focus on Energy Cost, Efficiency and Climate Change • Crisis Management and Mitigation - Zika … Sargassum … Hurricanes …Health and Safety
FOCUS AREA Marketing and Business Development • Caribbean Travel Marketplace : Region’s largest B2B gathering. New buyers, more supplier options, greater niche focus, building MICE component, more connectivity and training. (Every January) • Caribbean Hotel & Resort Investment Summit (CHRIS) : Largest gathering of investors, owners, lenders, developers, hoteliers, government tourism and investment officials to consider and advance deals. ‘Deal Hall’ component for hoteliers, timeshare operators looking to expand, renovate, retro, sell or brand their property. • Caribbean Hospitality Industry Exchange Forum (CHIEF) : Year three moves to Miami, with Taste of Caribbean . Networking, best practice sharing, in depth look at issues, professional development.(June) • Shaping Brand Caribbean Marketing and PR Initiative: Digital media campaign, enhance caribbeantravel.com to drive bookings and referrals, initiate Caribbean PR campaign, consortium approach to PR, expanded consumer trade show participation, targeted road shows.
HUMAN CAPITAL DEVELOPMENT People Development Initiative Established • Education and Training Partnerships : Johnson & Wales, FIU, ARDA, STR, Forbes, Springboard Caribbean. • Caribbean Hotel & Tourism Association Education Foundation : Academic s cholarships, training and credentialing support. • Tourism Awareness Initiatives in Schools and Communities : Tourism is Key Support Info and Best Practices . • Professional Development of Hotel & Tourism Association Executives with ARDA Support. • Certification, Credentialing and Leadership Training : Presently offered at CHIEF, Food and beverage and HACCP offered. • Taste of the Caribbean Culinary Development Event : Over 2,000 Chefs Since Inception. • Recognition Programs : CHIEF Awards; Allied Member of Year; Hotel & Tourism Association Executive of Year; Employee, Supervisor and Hotelier of the Year.
FOCUS AREA Sustainable Development • Caribbean Alliance for Sustainable Tourism (CAST ): Building volunteer base, formalizing nonprofit status. • Hotel Energy Efficiency Initiatives : CHENACT, CARCEP projects, new online info and tools. • Sargassum Seaweed Guide : to assist hotels and governments. • Zika Resource Center with tools, info, training sessions, advocacy, outreach to industry and travel industry partners. • Webinar Training : Online sessions available, quarterly sessions for members • Insurance Policy Review and Claim Representation : Cost- savings service to members. • Hurricane/Disaster Readiness and Response : Support annual training by CCAA/Tropical Shipping • Partnerships and Online Resources
FOCUS AREA Data and Business Intelligence → Industry Data Center on CHTA Website → Knowledge Center → Ongoing Communications → Webinars → CHIEF….Marketplace….Member Briefings and Information DATA Partners…..
2016 CARIBBEAN STOPOVER ARRIVALS PERFORMANCE ARRIVALS ESTIMATED SPENDING OVERALL ARRIVALS 7th Consecutive Year US Up 6.3%; Canadian Down Up 3.5% to Up 4.2% to Record 29.3 3.4%; UK Up 4.1%; EU Up of Growth Million 11.4%; South American Down Record $35.5 Billion 10.6%; Intra-Regional Up 3.6% GROWTH FACTORS INHIBITING FACTORS: 2017 ARRIVALS Exchange Rates, Zika, FORCAST Healthy US economy, political uncertainty, warm displacement from Europe, winter. Up 2.5-3.5% sharing economy, Cuba SOURCE: CARIBBEAN TOURISM ORGANIZATION
2016 CARIBBEAN AND BVI HOTEL PERFORMANCE AND FORCAST 2017 Caribbean Indicator 2016 USVI 2016 Caribbean Forecast Occupancy 77.2% +1.1 pts 66.7% -1.6 pts 66.3% -.4 pnts ADR $335.66 +4.4% $201 -.3% Down .2% RevPar $259.19 +5.5% $134 -2.6% Down .9% Room Supply Down .9% Up 1.2% Up .7% SOURCE: STR
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