April 1, 2012Dear Sir,I write with reference to John Dixon of Prestige Holidays’ letter published last week. I also share Mr Dixon’s belief that Bermuda is a unique, safe and a beautiful holiday destination. Both he and I have chosen Bermuda in particular as a major focus for our respective tour operations, based on many years of working in the UK travel industry. I would echo his comments that Bermuda need not seek to gain further business from a youth market or ‘clubbing’ type of guest. It is, in fact, the sophisticated environment that is one of the strongest selling points we would draw reference to when talking to our customers. There is a huge market for the affluent traveller, even during this global downturn and it is this type of client that Bermuda most suits and most benefits from.I feel that the Bermuda Department of Tourism does actually target the correct audience, but so much of the identity problem of Bermuda lies in the pace of modernisation and redevelopment of the hotel facilities. There is no disputing that Bermuda is an expensive place to visit and there is little that anyone can change about this, given the circumstances. The early booking incentives from the BDOT have worked well for us and without them it would be very hard for the destination to compete on price against other premium destinations. However there remains this widely held perception that Bermuda’s accommodation is still all adorned with chintz and furnished with dark wood or wicker furniture. It’s true that this does still exist in places, but we need to see more of the uber cool recent successful examples are Cambridge Beaches’ pool complex, Newstead’s glass box lobby, Grotto Bay’s cave spa, Elbow Beach’s new rooms, The Reefs Club and Tucker’s Point. In order to justify the eye-watering hotel prices, the hotels must keep up to date, without forgetting the Island’s rich heritage and traditions that we Brits love so much.Travellers are also somewhat scared to commit to visiting a country where they have heard their spending money will disappear faster than a rum swizzle in the immigration queue. For this, the all inclusive concept would ease that uncertainty, although I do believe that visitors actually enjoy the freedom of dining away from their hotel complex occasionally. It is often said that it would be too expensive to put together all inclusive packages in Bermuda, but the one hotel that does offer it (Grotto Bay), seems to have managed pretty well so far. It is no less expensive to visit places like Dubai or the Maldives. Yet these resorts are booming with British holidaymakers. The main difference is one of perception they both may have lost sight of their historical traditions, but they are seen to offer cutting edge, modern accommodation and facilities that the affluent traveller is looking for. This is beginning to exist in Bermuda, it needs to continue at a faster pace and we need to get this message across.DOMINIC HODSONManaging DirectorPurely Bermuda, UK