JHTA Wants Greater Share Of Market For Small Properties
Omar Robinson, president of the Jamaica Hotel and Tourist Association (JHTA), is concerned that despite an influx of close to 2.5 million stopover visitors in 2018, smaller properties are still not cashing in on the nation’s multibillion-dollar tourism industry in a significant way.
Robinson, who was speaking at the recent 58th annual general meeting (AGM) and convention of the JHTA, said that a marketing campaign was needed to help boost the earning potential in the industry, especially for smaller properties.
“Small hotels continue to be the backbone of Jamaica’s tourism, and, as such, sufficient marketing programmes should be implemented to help improve the profitability of this sector,” said Robinson.
“It must be noted that while our larger properties did extremely well, smaller properties continue to experience low to average occupancies, except during some peak periods,” added Robinson.