MIAMI -- The new president of a group of eight small hotels in
Florida and the Caribbean said he plans to increase business with
travel agents, who generate 60% of the group's overall business.
Chuck Katan of Coral Collection of Fine Hotels & Resorts
said he is retaining sales representatives to call on agents in
Wisconsin, Ohio, Minnesota and other areas where retailers generate
business for select properties but receive no follow-up sales
Katan noted that Florida travel agents generate up to 45% of the
Florida properties' guests, but the majority of guests come from
the Northeast, Mid-Atlantic and Midwest.
The group also established a telemarketing program, using lists
of targeted travel arrangers who work with middle-class to upscale
client groups, he said. Firms such as American Express and in-plant
agencies with access to employee groups are on the list, he
The telemarketing effort was designed to help the hotels fill
rooms closer to arrival, Katan said. The booking window, which was
90 days out before Sept. 11, now is anywhere from 15 to 45 days, he
Agents earn 10% pay on room and in-house package sales, Katan
said, and on deals they find on the group's Web site. Katan said
$50 per day agent rates also are offered all summer.
Agents who want to use a tour operator can find the properties
in programs of American Airlines Vacations, Certified Vacations,
Gogo Worldwide Vacations and Mark Travel-operated companies.
Seven of the Coral Collection hotels are in Florida. They are
the Chesapeake Resort, Islamorada; Hotel Escalante, Naples; the
Blue Moon, Essex House Hotel & Suites and WinterHaven Hotel,
all in Miami Beach's South Beach district; Casa Ybel, Sanibel
Island; and the Vero Beach Hotel & Club (formerly Ocean Guest
Katan, who recently was promoted from vice president of sales
and marketing, joined Coral Collection in 1999 after serving with
Noble House Hotels, Resorts and Hideaways. Katan took on his new
responsibilities after the recent formation of Coral Beach Hotels
& Clubs, of which Coral Collection is a subsidiary.
The group's Web site can be found at www.coralcollection.com.