Vincent Vanderpool-Wallace, Secretary General, Caribbean Tourism Organisation

Furthermore, the Internet and digital technology can upscale the travel experience, increasing the likelihood that tourists will recommend that destination to their family and friends, according to the Secretary of General Caribbean Tourism Organisation, Vincent Vanderpool-Wallace, who spoke at the Cayman Business Outlook conference in Grand Cayman last week.

“The cost of communication to call foreign countries used to be so high that very few phone calls were made,” said Mr Vanderpool-Wallace.

“Now, you can connect a telephone to your laptop anywhere in the world at rates that are unbelievable.

“There is no reason why travel agents here can’t be booking tourist packages in the US or in Europe. Besides, who knows more about the Caribbean then people who live in the Caribbean?”

He said a survey for a Caribbean website showed that tourists like to chat online with other people who are going to the same destination at approximately the same dates. The survey showed that forming a connection with other people during their vacation increased the value of their experience.

He added the data from Immigration cards that tourists fill out at the point of entry could be used as a database to provide a higher level of service and goodwill and improve the chances the tourist will return or recommend the destination.

“No matter how good the destination may be many people will not come back next year. But one number that needs to grow is the number of people they recommend your services and products for your jurisdiction,” said Mr Vanderpool-Wallace.

He added that collecting this information should impact marketing the destination. For example, the date of birth could be used to send an email birthday greeting by the Minister of Tourism or representative from the Department of Tourism.

Additionally, information used to book the air and hotel package can be used to provide beverage or food preferences. And there is no reason why a taxi cannot be booked online to not only take the tourists to their hotel when they arrive by the airport, but also serve as the same taxi driver throughout their vacation.

Booking through the Internet for all the services and products needed to enjoy their holiday will become more of a seamless experience from taking a taxi to the hotel, tours and souvenirs.

Mr Vanderpool-Wallace said selling products like rum cakes and other Caribbean products on the Internet should also be considered. He said those members of the industry and the countries that are not doing this are not taking advantage of the ways to increase the bottom line and level of service.

“The Financial Times reported that rich people find more happiness from travel experiences like scuba diving then they do from buying a new Ferrari,” said Mr Vanderpool-Wallace.

He added that vacations and travel experiences fill a void that no other product or service can provide and the Caribbean is well positioned to provide that experience.