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| Caribbean hoteliers, and others tourism industry service providers are finding it increasingly difficult to compete with big name all-inclusive resorts. Without access to the training, technical services and marketing support required to remain competitive, many of these small enterprises struggle to conduct even modest business. In contrast to many megaresorts, these small businesses tend to be locally owned, and their success drives local economies. When their business suffers, their communities also suffer. At present in the Caribbean there are over 1,500 small properties (having less than 75 rooms) with over 25,000 rooms and many of these are experiencing challenges competing in the global marketplace. | |
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| Solimar International’s goal is to facilitate increased competitiveness of small tourism-based businesses that demonstrate a commitment to environmental responsibility and high quality standards through the Organization of American States’ (OAS) existing Caribbean Small Tourism Enterprise Program (STEP). This will include improving the service, environmental sustainability and marketing for small enterprises in the 13 OAS Caribbean destinations. The STEP countries include: Antigua, Bahamas, Barbados, Belize, Dominica, Grenada, Guyana, Jamaica, Nevis & St. Kitts, St. Lucia, St. Vincent & the Grenadines, Suriname, Trinidad & Tobago. | |
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Solimar has adapted a two-phase approach to the challenge by improving and enhancing small tourism businesses through the STEP Caribbean program.
The first phase focuses upon improving the operations of small tourism enterprises. In 2007, Solimar launched an upgraded version of the web portal www.caribbean-innkeeper.com, a resource for hoteliers that provides access to training and technical aid that would otherwise be out of reach. The site offers a “virtual library” of free toolkits and training materials, an interactive discussion forum where hoteliers can communicate with one another, and has the ability to match business owners with industry experts who volunteer their expertise and guide businesses on achieving an international standard of quality. |
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Phase two, currently ongoing, involves a branding and marketing campaign through a Web site called Caribbean Experiences that increases the visibility of small Caribbean hotels which have met the STEP environmental and quality standards.
The site, www.caribbean-experiences.com, uses cutting edge technologies, descriptive writing, and rich media to market and showcase small hotels participating in the STEP program.
The marketing strategy focuses heavily on distinguishing these small independent properties and highlights the authentic ‘Caribbean Experiences’ that they offer. |
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EXPECTED OUTCOMES
• Overall growth in business among small tourism enterprises in the Caribbean;
• Improved environmental sustainability among small tourism enterprises;
• Improved quality of service standards among small tourism enterprises;
• Increased awareness among travelers about the importance of authentic and sustainable tourism products; and
• Growth in the size of the STEP Caribbean community created through the online portal and outreach activities.
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Project Dates:
2007 to present
Project Web site: www.caribbean-innkeeper.com
www.caribbean-experiences.com |
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Project Partners:
STEP Caribbean is a project of the Organization of American States (OAS) |
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The project is funded by the Special Multilateral Fund of the Inter-American Council for Integral Development (FEMCIDI) | |
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