Guadeloupe Islands Targeting U.S. Market
The Guadeloupe Islands saw a 26% increase in hotel bookings in 2013.With a 26% increase in hotel bookings in 2013 over 2012, a sizable jump in cruise arrivals in the past two seasons and an additional seven properties slated to open in 2014, the Guadeloupe Islands are on a roll.
The archipelago, an overseas region of France, comprises five picturesque islands that hover in the Eastern Caribbean between Montserrat and Dominica.
"Each island is unique in its culture, tradition and landscapes," said Willy Rosier, director general of the Guadeloupe Islands Tourist Board. "Each is connected by inter-island ferry services, which makes all of them an ideal island-hopping destination."
To increase awareness of the island group in the U.S. market, the tourist board opened a New York office in November 2012 and launched several initiatives, including its "Let Me Show You My Islands" digital campaign, starring model/actor and native Guadaloupean Willy Monfret.
"The campaign included a five-part video series and a sweepstakes prize of a seven-night stay with air," Rosier said.
In addition, the tourist board partnered with Los Angeles-based tour operator Eurobound and six properties to offer nine air-inclusive packages from the U.S., available for booking through Dec. 31.
Commission is 14%; the packages can be viewed at www.myguadeloupeislands.com/theme-packages.
American serves Guadeloupe weekly from Miami; Seaborne offers daily service from San Juan; Air Caraibes has flights from St. Maarten/Martin, St. Lucia and St. Barts while Liat flies from Antigua and Dominica.
Guadeloupe had 80 cruise calls in 2013 at its new cruise terminal, which opened in November 2012 in Grande-Terre.
The Guadeloupe Islands welcomed 4,900 U.S. travelers in 2013, up from 4,000 a year earlier. The numbers represent about 1% of the 420,000 total visitor count in 2013, up from 417,000 in 2012.
"Before 2012, our focus was the French and European market," Rosier said. "After seeing an increased interest in our archipelago and our French-Caribbean culture, we decided to engage the U.S. market and open the New York office."
Efforts to engage agents include the launch of a destination specialist program last fall.
"This year we will launch our new website for the U.S. market that will feature a section for travel professionals with information on accommodations, restaurants, activities and transportation to and within the archipelago," Rosier said.
Fams are planned this year; special hotel rates for agents are available year-round. Guestrooms total 5,700 with 330 new rooms coming onboard this year.
Source: Travel Weekly
