caribbeanexperiencesTM: Brands and Standards

To provide a new, alternative regional marketing channel for small hotels, a system of small hotels brands and standards has been developed with input from the international travel trade, standards organizations including AAA and AA, and Caribbean tourism industry stakeholders and small hoteliers. At a meeting in St. Lucia in late 2000, the brands and standards were discussed and it was generally agreed that the overall brands should be "caribbeanexperiencesTM" with experience-related sub-brands. Examples of the sub-brands are Bed and Breakfast and Guest Houses of the Caribbean, Inns of the Caribbean (Plantation, Intimate), Resorts of the Caribbean (Dive, Beach, Family). Following a two-day workshop with representative small hoteliers from the region in early 2001, the draft brands and standards were circulated to tour companies in North America, the UK and Europe for input.  You can download the whole Brands and Standards Workbook in Acrobat PDF format (2.83 KB) here (Click here to get free Adobe Acrobat).  

To view the Brands and Standards by each Brand, click on the following (The following are in .pdf format. (Click here to get free Adobe Acrobat)):

Bed and Breakfast/Guest Houses (554k .pdf)

Small Hotels (573k .pdf)

Holiday Cottages/Cabanas (394k .pdf)

Holiday Villas (444k .pdf)

Inns of the Caribbean (561k .pdf)

Holiday Apartments (468k .pdf)

Small Resorts (561k .pdf)

International Review

The international travel trade expressed support for the system and many noted that they would have increased confidence in booking properties that participate in "caribbeanexperiencesTM" based on the proposed standards. Some of the general comments included:

  • "Any kind of standardizing helps to sell product. Very comprehensive. Would provide confidence in booking."
  • "The standards are quite tough and very detailed. Would give them and client confidence. Those who fulfill would have an edge. Needed in Caribbean - better value for dollar needed."
  • "Great to have standardization. Would feel more confident marketing with system in place. Glad to see program and looking forward to implementation."
  • "The concept is very nice. Would help to improve marketing. Definitely would support."
  • "Has received many requests for small hotels. System should help to improve level of service. Be sure to keep them informed."
  • "Tremendous effort. Any organization that puts this much care into finding out market wants cannot be ignored. Be sure to get info to them when ready to market."
The key reservation that some of the tour operators had was the degree to which participating properties could meet the standards. The STEP programs in training, management and operations, technology and financing should help to overcome this reservation.  The brands and standards have now been finalized and will be incorporated as part of the "caribbeanexperiencesTM"  organization to be set up in late 2002.  

You can learn more here (Click here to get free Adobe Acrobat)
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