Geof BrownALL THROUGH the year now dying we have had more than our fair share of doom and gloom stories. This column would like to end the year with one story of a brilliant success in that major plank of our economy tourism. Sceptics will wonder where in that industry can a great success be found. How about a national (not foreign) tour operator which in this year alone booked over 80,000 visitors to Jamaica and generated an economic impact of over five billion Jamaican dollars ($5,000,449,995).
How about a national tour operator which in five years of its existence (1996-2000) has booked 252,026 passengers to Jamaica and generated an economic impact of US$311,944,947?
That is part of the success story of the Air Jamaica Vacations (AJV). Don't let the name fool you.
What we have here is not simply an Air Jamaica spin-off supporting our national airline. This is a vital national service supporting Jamaica's tourism across the board.
Look at the figures to understand what that statement means. As a result of the marketing by AJV, the local hotel industry shared in the booking results as follows: Large resort hotels 37 per cent, Sandals and Beaches 25 per cent, SuperClubs 22 per cent, Issa Resorts 8 per cent, Small Hotels 7 per cent and Elegant Hotels one per cent.
The AJV approach has been to dialogue continuously with the local hotel industry in order to meet their reservation needs. Along with a bunch of senior media personnel, I had the privilege of visiting the AJV office in Miami last week. The physical plant is most impressive with state-of-the-art equipment under the direction of a dynamic president, Mark Adams.
But what struck me most was the spirit and dedication of the entire 160 staff as exemplified in the company's mission statement: "To serve as a catalyst to stimulate growth in tourism in Jamaica". You got the feeling that these workers live and breathe Jamaica with a pride and push which put our self negation back here at home to rout. For they are not deterred by the negative image of crime and violence which admittedly makes Jamaica a hard sell.
Instead, they put such a positive spin on Jamaica and everything Jamaican, a first-time visitor must feel he or she simply cannot miss the opportunity to come here. The fervour of the AJV people and their in-house produced beautiful brochures and graphics on Jamaica, reminds me of the many years of hype about Hawaii as the "must-see" world destination. It is no wonder that in keeping with its catalyst role, AJV actually generates two additional bookings through other sources, for every booking it makes for it self.
When I say "fervour", it is not an exaggeration. For instance in a promotion through Burger King, Chicago Illinois, in one month AJV put out 3 million "Jamaica is your way" brochures, 7 million tray liners and 14,000 table tents. In addition they did 1,800 radio spots in February 2000. They give "Love Money" incentives to other travel agents to book passengers to Jamaica (a novel way of commission pay).
To top it all, passengers partici-pating in "Love Jamaica Style" February 2000 billed as the "Most Romantic Month of the New Millennium in the Most Romantic Destination in the World Jamaica", received the following complimentary package for six nights stay: his and her robes, beach travels, beach T-shirts, beach bag, disposable camera, large bottle champagne and two champagne glasses. And there is a local "smile team" staff to meet, greet and shepherd each visitor for the stay.
I share these details to give readers a sense of the pampering creativity of the AJV staff which promotes magic word-of-mouth selling from satisfied customers. And that helps explain why the growth of bookings has risen steadily on an up curve from under 35,000 in 1996 to over 80,000 in this year so far. But then look at the bottom line, the AJV profit over the five-year period stands at $70,875,000!
I think you will agree that as we and the year of difficulties and set-backs, this AJV success is a heart-warming story to take us on a positive note for tourism into the New Year.
Footnote
As I will be out of Jamaica for the holiday season with my children and grand-children in the US, let me take this opportunity to wish you all a blessed season of new hopes. And I thank you sincerely for your compliments and criticisms throughout this year.
Geof Brown is an HRD consultant who lectures part-time at the UWI, Mona.
