Promotion Board Announces Jump in Occupancies, Room Rates in 1996

Reed Travel Features

NASSAU -- Member hotels of the Nassau Paradise Island Promotion Board posted a five-percentage-point jump in occupancy in 1996 as well as a $30 increase in the average room rate.

According to statistics supplied by board chairman George Myers, member hotels' occupancy levels rose to 69.24% in 1996, an increase of nearly 10% from the 64.69% rate posted in 1995. The average room rate has increased to $107.54 from $79.09 in 1995, he said.

The Nassau Paradise Island Promotion Board comprises 27 properties with an inventory of some 6,000 units.

Myers credited efforts with the Ministry of Tourism for the Islands of the Bahamas as reason for the increases.

Among those cited were:

* A national consumer advertising campaign that reached 504 million people.

* An international consumer public relations campaign that reached an audience of 165 million readers.

* A national travel trade advertising, public relations and direct-marketing campaign, including the Preview and Experience educational programs, the creation of a travel agent advisory board and the publication of a fam guide and quarterly magazine for the trade.

* A marketing campaign for Small Hotels of Nassau Paradise Island.

* An International Travel Partners Conference, scheduled for May 5 through 8.

* The introduction of telecommunications and fulfillment services for all of the promotion boards allied with the ministry of tourism.

* The creation of a group marketing facilities guide and a video showcasing the resorts, hotels and attractions of Nassau Paradise Island.

* The renewal of the Bahamas Tourism Institute, which provides destination training under the auspices of the Institute of Certified Travel Agents.

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