PEMBROKE PINES, Fla. -- Soliciting luxury Caribbean resorts for
inclusion in the new Caribbean Escapes Cooperative Marketing (CECM)
initiative requires some talking skills.
"The concept is great, but people are naturally leery of
something that is new, is free, carries the word 'cooperative' in
the name, but has no hidden agenda and appears to be a brilliant
marketing strategy," said Glenn Harris, founder of the CECM
Although formal "invitations" to select upscale Caribbean
properties went out only recently, Harris already has several
properties that have committed to the venture.
These include Elite Island Resorts' Galley Bay and St. James's
Club in Antigua, and Palm Island in the Grenadines.
"The business model and concept are unique," said Steven Heydt,
Elite's president as well as a CECM advisory board member.
"The marketing strategy is designed to provide the affluent
consumer with the ultimate Caribbean luxury travel-planning
experience," added Heydt.
Neal Stephens, general manager of The Reefs in Bermuda, also is
sold on the program.
"Our marketing consultants reviewed the program and commented
that it is probably the best all-around marketing initiative we
have planned for 2004," Stephens said. --
For more details on this article, see:
• New co-op venture targets luxury resort
• What's in it for agents?