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
* 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
* A marketing campaign for Small Hotels of Nassau Paradise
* 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
* The creation of a group marketing facilities guide and a video
showcasing the resorts, hotels and attractions of Nassau Paradise
* The renewal of the Bahamas Tourism Institute, which provides
destination training under the auspices of the Institute of
Certified Travel Agents.