The launching by St. Maarten Tourism Bureau (STB) of another Expedia campaign on June 30 (see related story) is most welcome. It targets the country’s main markets – the US and Canada.
The goal is to drive bookings this summer and beyond, as the campaign will last until March 31, 2024. That makes it almost three months longer than the previous one from September 22, 2022, to the same end of the first quarter this year.
The latter reportedly increased bookings via the online platform by 15% compared to the same period in the previous year. However, one must take into account the impact of COVID-19 back then.
Nevertheless, the methodology used of maximising traffic to the dedicated destination landing page to attract potential visitors seems to be working. That’s important, because continued mass travel from North America is paramount to the local tourism economy’s ongoing recovery from the pandemic and Hurricane Irma.
Among the biggest threats to such a positive development are the current high airfares. The expectation is that they will drop somewhat during the low season, but by how much remains unclear.
The recent visits Minister of Tourism, Economic Affairs, Transport and Telecommunication (TEATT) Arthur Lambriex paid to major carriers servicing the island therefore came none too soon. Serious concern had been voiced in the local hospitality industry over prospects for the coming weeks and months.
Two resorts now express optimism about the extra marketing effort in addition to their own. That’s at least a hopeful sign, but as usual, the proof of the pudding, also in terms lower ticket prices, will be very much in the eating.
