The memo went on to state ‘the decision was taken in response to feedback from hotel representatives that bookings appeared to be soft for the summer and fall. We therefore invite you to partner with us to create a package that will be compelling enough to steal market share and deliver incremental business to the island’.

And perhaps most worrying of all, considering the use of taxpayers monies, and that this is the only national initiative, ‘it should be noted that in order to participate in the programme you will need to have a rate of at least US$80 per night (anything less would mean that the refund of the per person US$200 credit, which would have been passed to the consumer, would be more than the actual cost of the accommodation for 5 nights)’.

Forget the daily free full breakfasts, the free night’s accommodation, the two (2) three course dinners at a variety of restaurants and various other offerings substantially diluting revenue, just ask yourself one question!

How many of 160 plus registered hotels, guest houses and apartments, including the over 100 small properties on Barbados, can command a tour operator rate of US$80 per room per night in the summer months?

All around us, our neighbours are performing substantially better both in terms of arrival numbers, occupancy, revenue generation, new hotel room stock etc.

Based on a net room rate of US$80 per night with two sharing lets compare the revenue produced.

DIRECT BOOKING
7 nights room	$560
7 paid breakfasts for two at $15 each	$210
Revenue contribution	$770 (or $385 each)
Best of Barbados
6 nights room (one free)	$480
LESS
7 free breakfasts for two	($210)
$400 taxpayer subsidy ($200 per person)	($400)
Revenue Contribution	($130) (or minus $65 each)

So even if we attracted 20,000 Best of Barbados visitors, there would be an overall loss of US$1.3 million.

As opposed to a net gain of US$7.7 million, if the same number booked directly at normal prices!

Yet five years after 9/11, with all the combined creativity of our industry policymakers the only thing that they come up with is selling our product below its actual cost.

Adrian Loveridge