Glenda Anderson, Staff ReporterLOCAL HOLIDAYMAKERS have been flocking to the north coast in droves, boosting what some hoteliers have called a 'room full, hall full' situation with many hotels now crammed with visitors.
"You couldn't squeeze an ant into any of the villas or resorts along here," said Rico Nembhard, one of the managers of the Negril Gardens resort property in Westmoreland.
He said that while it was not unusual to have a surge in the holiday weekend, the crowd of locals was especially large.
"It's the largest it's been in a while. It's incredible, I have been getting calls for the past two to three weeks from persons wanting to come."
He said business had also been very good for family or group- oriented villas, many of which were sold out.
Breezes Montego Bay, with a 124 room capacity also reported 100 per cent occupancy levels, the majority of which were local guests.
"It's a travelling crowd, persons have been coming from Kingston, and moving between events, so they'll also travel on to Negril for the activities there," evening manager Kirk Bulgin said.
"And traditionally as Jamai-cans this is what we like, we like the festivities, and the idea of getting out of town for a holiday weekend."
The holiday weekend runs from Emancipation Day, Friday August 1, to include Independence Day, Wednes-day, August 6.
The flurry of events which have dragged patrons from opposite ends of the island include, Appleton Rum's Fully Loaded weekend party, Margaritaville's two nights of party, and sessions on for Risky Business. Other major events planned for the season include the just concluded Reggae Sumfest, and several sporting and fishing tournaments.
Locals too have been particularly encouraged by hotel rates which Mr. Nembhard says have been slashed drastically "across the board".
"The rates are now at 30 to 40 per cent lower for local guests," Mr. Nembhard explained.
In a few areas room rates for locals range between $2,000 to $3,500 per night, with additional taxes, but may vary further with extra amenities, operators say.
At Runaway Bay Heart Hotel, general manager Charmaine Deane said the surge in local occupancy was not unusual as the 56 room property has majority local guests, who enjoy 20 per cent lower rates than overseas guests. Single net rates for the summer for overseas visitors range from US$58 to US$88 per room per night, as advertised on a local Web site. Single local rates for summer were between $2,500 to $3,600 per room per night. There was full occupancy for the hotel, with reservations normally booked to early September.
Merrils' Beach Resorts in Negril, reported that all three of its' properties were fully occupied with bookings up to mid-August, with some reservations (both local and overseas) made from as early as two to three months before.
Other areas reported that while there were no 'specials' on for locals, nor slashing of prices, the percentage of local guests was very high. On average reservations were up to early or mid August.
"But that's typical for us in the holidays. We're actually preparing for our 'winter' because by late August, early September it may begin to taper off, especially for local guests," Mr. Bulgin explained.
At the Renaissance Jamaica Grande hotel, in St. Ann the crowd was a combination of locals and overseas visitors. Peter Turpin, resident manager attributed the bumper season to the "freeing up of the North American market" and returns from aggressive marketing by the Jamaica Tourist Board (JTB).
"We're just seeing the payoff now. There were JTB promotions between May and June, a lot of advertising. Then we had the 'flying in' of some travel agents, (particularly wholesale travel agents) in June, so that's what we're seeing now."
The crowd, he said, had shifted too to a lot of first-time travellers ranging from young to middle age.
"People are not going to Europe and Asia, because the fear is still there, so the Caribbean is attractive now. In addition we have had a lot of returning residents and persons who have held off from travelling in March and April, they are the ones coming now."
He said while local guests had been coming in there was no noticeable surge, "it has been adequate for the months of July and August, nothing unusual."
The seeming fluke, however has many hoteliers 'sitting pretty' in that they save on third-party fees or commissions.
"It's good for us, because local guests will book direct so you don't have to pay anyone else," one manager said.
If bookings are made through travel agencies or agents, a commission is paid to these groups, direct bookings, however, are direct sales to the clients.
Checks by The Sunday Gleaner into the figure for commissions were unsuccessful as some persons refused to divulge or referred to corporate sales offices which were closed at the weekend.
In addition some local hotels have been benefiting from an enhanced image and increased business as the local population taps into the idea of vacationing at home.
"While most hotels have always encouraged local guests, I think the trend in world travel has now made it a lot easier for the local clientele," Ms. Deane explained.
