by Derede Whitlock
The author is a seasoned marketing professional and served as Tourism Director to the USA from 2004 – 2014. As President of DSW Consulting Media, a marketing and public relations consultancy, she develops leading edge solutions for a varied client base. Whitlock is a member of Sales and Marketing Executives International (SMEI).
Vacations are intended to let worries go but as countries begin to reopen their borders, visitors are slowly resuming travel under a cloud of concern, following the ravages of the global pandemic that halted travel for several months. But stakeholders must brace for a major shift in visitor preferences and demands, because even after the dust settles, the impact of COVID-19 will linger.
The future success of our tourism industry lies in how well we personalize tourism experiences as visitors’ interests shift. The need to minimize physical contact while maintaining social contact, will dramatically change visitor attitudes to the activities, transportation and accommodations that they consider. But far from an obstacle or paralysis, the effects of COVID-19 should be a call to tap into our creative and inventive minds, to unleash our imaginations and ingenuity with new and timely solutions.
In Antigua and Barbuda, we must utilize this as an opportunity to make our destination more desirable. Not only should we be recognized as the first Caribbean destination to reopen our borders to visitors, but we should also aim to be the first Caribbean island that visitors want to see, once they resume travel to the region.
Forbes Magazine predicts that post-COVID-19, there will be greater interest in ‘near-cations,’ travel to less population-dense locations; familiar locations and destinations with abundant natural resources and outdoor recreation activities. Visitors will want to escape, relax and explore quieter places, opting for more wellness and nature-based activities.
Travelers face the reality that physical distancing while on vacation is vital to keeping themselves and others safe and we have an opportunity to help visitors do just that. In Antigua and Barbuda, we must revamp our message to project our diverse offerings. By leveraging technology we can address visitor concerns directly, while repositioning our tourism product for the future. But how do we address restricted movement and limited participation in traditional tourism activities?
Tourism experiences that offer local wisdom, history and cultural experiences, while allowing for physical distancing, will be in greater demand. At Hawksbill Hotel, Sir Keithlyn Smith’s weekly presentations about the history and culture of Antigua and Barbuda were extremely engaging and well received by guests. These types of experiences provide a good template for visitors who seek a deeper connection to our culture and people. Many parents who have been homeschooling their children may want to use their vacation to rejuvenate, but to also teach their children a new skill or increase their knowledge about nature. Therefore during the recovery process new engaging, educational experiences will appeal to families.
Visitors are also likely to travel in smaller groups. Small, guided hiking and exploration tours using a trusted guide will be in greater demand. At Sugar Ridge, Vorn, the in-house tour guide, grew up in the area and has hands-on experience with the medicinal properties of the surrounding flora. Guests can enjoy ecotherapy in the natural environment away from the crowds. This type of authentic experience will allow smaller parties to see more and do more, while being able to maintain physical distancing. In the past, many cruise visitors were mainly interested in Instagram-worthy places, but many will likely avoid crowded places for paths less traveled.
Nothing says luxury quite like privacy, especially after a pandemic, and some visitors are in search of an exclusive affordable experience. Therefore accommodations like the overwater rooms at the Royalton Hotel that ensure that guests are tucked away from the large crowds, while also taking advantage of nature, will be in high demand. Some hotels are adjusting their layouts to allow for more privacy, separation and safety of guests. There is a growing preference for secluded hotels and villas as many visitors opt for more privacy and a slower pace. So how do we dial up the experience in Antigua and Barbuda, while allowing people to engage socially on their own terms?
There has been a renewed focus on health and the importance of fresh air and a clean environment. There is no shortage of activities guests can enjoy with Mother Nature and this is something Antigua and Barbuda offers in abundance. Our many secluded beaches like Rendezvous Bay definitely set us apart. Sailing adventures are also another unique selling point. Guests can charter boats equipped with sleeping quarters and cooking areas. They can enjoy the seclusion of fishing, laying out in the sun, reading amidst the breeze, and a nightcap under the stars. Not only is it a unique vacation experience, but it guarantees privacy. For those in search of extreme adventure, Antigua and Barbuda’s many offshore islands allow guests an opportunity to stay far away from others while engaging in thrilling activities — kayaking through thick mangroves, or scaling exceptionally high cliffs on Redonda.
For visitors whose jobs have gone completely online and who crave an entirely new change in scenery, Antigua and Barbuda offers an opportunity for a long-term vacation. Volunteer vacations are also growing in popularity as many retired and semi-retired professionals seek opportunities for voluntourism. Many attractive villa and apartment rental options allow guests to safely quarantine, unwind or integrate into a local community, while spreading their vacation fun over multiple weeks.
But amid so many social limitations, how will Antigua and Barbuda get the story out about its new focus, to travel advisors, visitors and the media in major source markets? In the near term, in-person sales calls and consumer intercepts are no longer viable options. The New York Times, one of the largest travel consumer shows in the US, just cancelled its 2021 show and cancellations of similar shows are expected.
The key to future marketing and promotions lies in digitization and how well we can fuse it with creative storytelling to facilitate greater visibility and engagement. It is possible for visitors to learn more about the destination, through new technologies that offer them a virtual escape. Many museums around the world are already integrating virtual tours that allow users to walk the aisles and admire works of art. Technology and travel are already intertwined, as the vast majority of visitors search and book their vacations and adventures online. They also explore and investigate online too, taking in reviews and photos on the web, even taking a walk down promenades through Google’s street view. So whilst visitors are unable to travel, we must find creative ways to become a part of their “planning and decision journey.”
Virtual travel experiences have exploded since the pandemic hit and many destinations are actively promoting virtual tours and itineraries to remind travelers about what they are missing. “We foresee virtual reality videos becoming the ultimate tool for travel advisors. This will create a new kind of sizzle that will dramatically increase sales,” said Kelly Clarke-Fontenelle of Travel Advisors Selling the Caribbean, a private Facebook travel group which has grown significantly since the global pandemic.
“The way hotels advertise can be greatly enhanced using virtual reality. It offers a new way to offer clients the ultimate ‘try-before-you-buy’ experience and allows hotel owners to promote their accommodations via a novel interactive tool that will lead to more bookings.”
The appetite for virtual reality tourism is increasing with apps like VeeR and Ascape VR, that help satisfy those with a desire to travel, but who may not yet be comfortable to do so. Although Antigua’s Carnival 2020 has been cancelled it doesn’t mean visitors cannot experience the vibe at home. The ‘Zoom & Soca’ on-line tribute to Sir King Swallow on June 25 sponsored by the Antigua and Barbuda Associations United (ABAU.org) is a brilliant way to share the culture of the destination using virtual tools. It is likely to entice visitors to visit as soon as they are able and to begin planning for next year’s Carnival. This is an opportunity to leverage technology to deliver content that visitors want. But it must be packaged in a manner that is relevant for ‘at home consumption’ to ensure that the interest and excitement lasts beyond the pandemic. So hopefully when visitors are ready to travel, they will think of Antigua and Barbuda first.
A profound rethink of our entire tourism industry and how we do business is imperative. In Antigua and Barbuda, while the negative consequences of the health crisis are clear, times of extreme uncertainty can also be windows of opportunity. If our marketing and marketing strategies are anchored by innovation, product development and long-term sustainable growth we will rebound stronger at the end of the pandemic.
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