SXMElections.com

PHILIPSBURG--St. Maarten's accommodation sector enjoyed a positive tourism season, which reportedly measured up to slightly better than last year's. Hotel General Managers (GMs) contacted by The Daily Herald were proud to report the good results, some specifically citing the (now halted) Thomas Cook (TC) charter from Sweden as a positive contribution. However, they also expressed some concern over the lack of destination marketing.

According to St. Maarten Hospitality and Trade Association's (SHTA's) most recent figures, the first quarter of 2015 saw a total occupancy of 82.1 per cent, of a total of 3,375 rooms belonging to SHTA members. Some 23 hotels fall under the SHTA, including the largest which account for a majority of available rooms.

More specifically, hotel occupancy was recorded at 79.2 per cent (of 1,453 available rooms), while timeshare occupancy was recorded at 84.2 per cent (of 1,922 available rooms). Stay-over arrival figures were still in the process of being adjusted by the St. Maarten Tourist Bureau by the time this article was written.

The hotels contacted, located across St. Maarten and catering to different markets, each gave varied but positive comments.

Marcel Javois of Simpson Bay Resort and Marina said it had been "excellent," with the high occupancy lasting longer than normal. Well into carnival season, he said it still stood at the mid-80s. Apparently, working together with event committees, such as those of Carnival and the Regatta, have paid off, in combination with some regional marketing.

The resort has seen more French speaking regional travellers as a result of its marketing efforts, which it hopes to attract again as timeshare guests. Results will become apparent from the next season onwards.

Ricardo Perez of Oyster Bay Beach Resort said that this year had been even better than last year, by some five per cent in occupancy. The resort mainly focuses on the American market, especially the east coast and Perez credits the economy in the United States, as well as the cold weather experienced, as working in the island's favour.

Paul Boetekees of Holland House Beach Hotel on Front Street called it "fabulous," as he did last year and even slightly better with around 87 per cent occupancy from December to March.

As one of the hotels under TC's charter programme, there were many new Swedish faces. Next year the hotel which attracts the Dutch market, hopes to benefit from the Arke flights, scheduled to start in November.

Business "really improved" for the restaurant in particular, which Boetekees attributed to more advertising, as well as a better image of Philipsburg. "It's safer than it used to be, I know the government has been working on that and it pays off."

Both Sonesta locations – Sonesta Maho Beach Resort & Casino and Sonesta Great Bay Beach Resort, Casino & Spa – also recorded positive results and an overall higher demand.

This, Sonesta said in a statement to this newspaper, was directly driven by its own sales and marketing efforts.

"Our marketing initiatives and advertisement with our wholesale partners have also played a big role in the overall results. Most of our partners performed better than in the first quarter of 2014 in occupancy as well as in per person rate, including Expedia, Liberty travel, Mark Travel and Travel Impressions," said Eliska Hesova, Sonesta St. Maarten Director of Business Development.

The group said that Great Bay saw an increase in the charter segment, as the TC charters entailed 14-night stays, which "definitely, positively contributed to the overall results."

Apart from this, some 70 per cent of wholesale reservations represented the US market, 18 per cent Europe and the rest account for South America and the Caribbean. The US market was also strong for Sonesta Maho, accounting for 81 per cent of wholesale bookings.

A fifth plane added by Sun Wing from Ottawa, Canada, was also credited for increased occupancy; Sonesta is popular amongst Canadian visitors.

Hesova also said the result reflected teamwork and a focus on continuous training and customer service under Sonesta Great Bay GM Karl Bourne.

Sonesta Great Bay experienced its first high season months in this quarter with "the full advantage of its renovations and repositioning after contracting the Butler Rooms and Grande Room categories with majority of partners since Spring 2014."

The concerns

"Unfortunately, the island has had little marketing lately," one GM pointed out, a view which resonated with others. "Will we suffer the effects of bad marketing?"

The effects would be felt later in the summer and in the upcoming season, the GMs said.

Boetekees pointed out that the weakened euro, translating to St. Maarten becoming more expensive in comparison, was also a concern.

Sonesta said that it looked forward to strong support by the Minister of Tourism Claret Connor in regard to both the low season and next high season.

"We will endeavour to work closely with the Ministry to bring about an aggressive marketing plan and adequate budget for 2015 and 2016 to compete on equal footing with other Caribbean destinations," said Hesova.

"With the investments we are making, we have and will continue to have very competitive hotel products. But, to be successful we need to be competitive overall as a destination."

Said investments include the group's new luxury addition, Sonesta Ocean Point Resort, which it said was "poised to create the opportunity to attract new operators and guests."

TC flights, which started in November 2014, will unfortunately not come back next season (see May 5 article "Thomas Cook suspends flights") due to a combination of disappointing figures, more negative traveller feedback than TC is used to in the Caribbean and much more late sales than experienced in the rest of the Caribbean.