Resort’s discounts make OBA sceptical of tourism uptick
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The OBA has expressed scepticism at the impact of the ‘So Much More’ tourism campaign after discovering the Island’s largest hotel, the Fairmont Southampton is offering deep discounts.
A hotel’s off-season bargain drew fresh Opposition scepticism for Tourism Minister Wayne Furbert’s optimistic assessment of the Island’s rebranded tourism industry.
Shadow Minister Shawn Crockwell said Government’s ‘So Much More’ marketing campaign belied the “dire” seeming reality.
His remarks followed the ‘Bermuda Escape Sale’ at the Fairmont Southampton.
The resort is offering half off on rooms plus 20 percent off on amenities for bookings made by November 26.
“Why is it that the largest hotel on the Island is offering bargain basement prices to attract business?” Mr Crockwell asked.
“If demand was picking up, and projections are ‘excellent’ as the Minister says, why is it necessary to offer 50 percent off rates, free nights and steep discounts on dining?” he added. “Aggressive downward pricing by hotels reflects a market reality that does not fit into the Minister’s spin.”
As third-quarter air arrivals rose by two percent from last year’s numbers, Mr Furbert reported a similar uptick in projected bookings for the next six months.
“The situation appears dire and Bermuda needs to hear the whole truth from the Minister,” the OBA MP responded last night.
The Fairmont special appeared to go beyond the fourth-night-free specials offered by other hotels courting off-season visitors.
Last night, the Bermuda Department of Tourism did not respond, but Fairmont Bermuda sales and marketing director Shelley Meszoly said the special offer had been rolled out with an eye on competition from other destinations.
“Going into non peak time frames, the Fairmont Southampton will sometimes offer short term tactical ‘sales’ to drive volume into our 593-room resort,” she explained.
“These ‘sales’ are strategically placed, and are dependant on what our off-island competitive set is offering at the same time.”
Useful website: www.gotobermuda.com.
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Published Nov 15, 2012 at 8:00 am (Updated Nov 14, 2012 at 10:51 pm)