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Rethinking Marketing: How St. Lucia Hotels Can Benefit from the Opening of Royalton

By Kashmie Ali

Rethinking Marketing: How St. Lucia Hotels Can Benefit from the Opening of Royalton

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The impending opening of the 500 room Royalton in St. Lucia can be utilized by other hotels and resorts on the island to their own benefit.

Some predictions:

  • Additional carrier capacity will be added and since the Royalton is such a strong brand in Canada you’ll likely see the seats come from that region.
  • You can safely assume that the Royalton St. Lucia will be promoting their new property to their market at low / at cost rates during opening.
  • You can safely assume that summer specials will be a popular promotional angle for the Royalton to target the family segment.

What you should do about it: Tag along!

For mid-sized and boutique resorts without the marketing budget of mega-resorts, the Royalton advertising in a market that you currently don’t market in isn’t detrimental to you. The marketing of St. Lucia by Royalton in Canada will increase interest in the island as a whole, which is an indirect benefit to everyone else there.

Take a look at your competitive set and see if they’ve made inroads into the Canadian market. Consider making inroads yourself based on your unique selling points and consider marketing to Canadians so that once, if my predictions are correct, demand for St. Lucia from Canada increases and the airlines follow suit, you’ll have a part of that market share.

Get in touch here or at hello@coralrange.com.

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Filed Under: Marketing

About Kashmie Ali

Kashmie Ali has honed his skill set over the past 25 years in pre-openings, brand management, sales and marketing, hotel operations, repositioning, and asset management at hotels and resorts located throughout the Caribbean and the US.

Ali's career path has included: Regional Director of Operations at Sandals Resorts International for their properties in St. Lucia, Antigua, and Barbados | Director of Operations at high-end boutique luxury resorts like Jade Mountain and Anse Chastanet | Vice President for the St. Lucia Hotel and Tourism Association | Transition Director at Wyndman in St. Thomas | Director of the US Virgin Islands Hotel Association... (Learn More)

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  1. 7 Questions to Ask When Researching Your Competition | coralrange says:
    April 4, 2017 at 6:02 am

    […] be conducted on an ongoing basis as you may need to change your strategic plan and positioning as competitors enter the market, the travel climate in general changes (ex: the effects of Brexit on Caribbean tourism) or as new […]

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