The Fairmont Southampton has switched its target market from the group business sector to the leisure arena with the appointment of two new senior industry professionals to boost its spa, golf and tennis facilities.

The hotel's group business trade has dropped off over the past year to 18 months as the economic downturn took its toll on the tourism industry both across the Island and worldwide and that trend looks set to continue through 2010.

But it has now turned its focus to improving its leisure product through Kenneth Ryan, the new executive director of spa and leisure operations, and Anthony Mocklow, the new director of golf for The Fairmont Southampton and Riddell's Bay Golf and Country Club.

"The hospitality industry, certainly the world economy, is in a very different place than it was 18 months ago," said Shelley Meszoly, Fairmont's regional director of sales and marketing.

"The hotel's largest market is traditionally in group business, but we don't expect that business to return to previous levels until 2011, so we are focusing aggressively on the North American leisure market.

"To compete in that arena, we have to improve our offering. The addition of Kenneth Ryan and Anthony Mocklow is a significant step in that direction."

Mr. Ryan, who has returned to the Fairmont Southampton after heading spa operations in the Americas for Fairmont Raffles Hotels International, where he oversaw the operations of 11 spas, said the hotel had done an excellent job with enhancing the spa, but now needed to concentrate on fully utilising their golf and tennis offerings in order to capitalise on prime opportunities when the economy picks up again.

He said the hotel will be seeking to build on its existing customer base through a number of special member events in all three fields, to introduce themselves, listen to their clients and get feedback on what they want and how to offer the best service.

Having spent more than 13 years in the spa business, including opening Willow Stream Spa at The Fairmont Southampton in 2002, where he was central to building the spa's programme and reputation in Bermuda, Mr. Ryan will also be tasked with attracting new business and creating additional revenue streams for the hotel, via such initiatives as sending customers a link to all of the leisure activities available when they make a booking.

"We have absolutely seen a decline in group business, but our leisure market has been tremendously strong," he said.

"Through doing this, hopefully we will be in a prime position to take advantage of the opportunities when the recession ends with those that are best prepared succeeding and coming out of it the best."

Mr. Ryan reckons that the numbers of leisure visitors to The Fairmont Southampton have held up well despite the economic crisis because they were looking for the value for money that destinations like Bermuda provide, with the hotel catering for all budgets.

"We want to make it a fun experience for our members and guests, because in this economic situation we need to be able to enjoy ourselves, so that is what we are looking to provide," he said.

Bermudian Mr. Mocklow, who is an international golf amateur and former touring golf professional, returns to the island with 20 years of international experience in the golf industry as a general manager, head professional and sales and marketing executive.