ST. JOHN'S, Antigua -- The true litmus test of a destination's
family-friendliness often begins at the airport.
So when the immigration officer in the orange-sherbet-colored
arrival hall of Antigua's V. C. Bird Airport took a family of six
(four children, two parents) in hand and expedited their passage
through officialdom, I was encouraged.
Backpacks in place, they moved quickly on their way, headed for
my destination, Hawksbill Beach Resort, 15 minutes away.
Hawksbill comprises a handful of white bungalows designed in the
filigreed, gingerbread style typical of much of the Caribbean as
well as a two-story Great House, which offers garden or ocean
views.
The 37-acre resort sits on an arc of land bordering natural
coves, four beaches and a broad expanse of grass and palm trees,
perfect for family gatherings and games.
General manager Peter Ramratan acknowledged that the family
market is "very untapped" in the Caribbean.
"It needs to be promoted, and we'd like to take the lead in
promoting it," he said.
To attract more of this market, Hawksbill will become an
inclusive resort in December, Ramratan said.
Hawksbill attracts many repeat guests, especially members of the
same family.
"Grandparents, parents and grandchildren come here because it's
a private getaway with small coves, safe beaches and high comfort
levels," he said.
Facilities also include a small pool, a tennis court and a patio
restaurant. An open-air bar and dining room are on a hill,
commanding a dramatic island view.
Arlene Marsh, marketing coordinator, said most clients are from
the U.K. because Switzerland-based Kuoni Travel, which owns
Hawksbill as well as Discovery Bay in Barbados, markets heavily to
the British. Marsh and Ramratan, however, are eager to attract more
U.S. visitors. More than 70% of total bookings come through travel
agents and operators.
"Our guests want someone with experience they can trust when
they plan a trip, and that means a good travel agent," Marsh
said.
The Caribbean family market also is important to Joann Bell,
senior vice president of TNT Vacations in Boston.
"I send many families each week to Antigua, but we know to send
the 'granola' families to Hawksbill because it's so laid-back and
natural, perfect for an easygoing Caribbean family vacation," she
said.
Bell sends the more active families elsewhere.
"Product knowledge is crucial, especially for the family
market," she said. "Hawksbill is a specific but easy sell for
us."
• • •
Hawksbill Beach Resort, Antigua
Address: Box 108, St. John's, Antigua
Web site:www.hawksbill.com
E-mail:[email protected]
Fax: (268) 462-1515
Phone: (268) 462-0301
Sales pitch
• Put a notice in the weekly bulletin at local places of
worship, advertising Hawksbill as a family resort. Many bulletins
sell small ads to offset publishing costs.
• Focus on the family in newsletters and e-mails by suggesting
Hawksbill as the perfect place to celebrate a grandchild's Sweet 16
or bar/bas mitzvah.
• Invite mature clients to an English tea to introduce them to
Hawksbill, which is definitely not for the Club Med crowd.
Get More!
For more details on this article, see Hawksbill: From lodging to dining, kids
rule.