Since 15 percent of the St. Thomas-St. John Hotel and Tourism Association is made up of hotels with 50 rooms or less, a different marketing strategy for smaller establishments is being considered.
To kickoff the effort, the association will reform its Small Hotels Committee, said Richard Doumeng, president of the Hotel and Tourism Association.
"I’ve been listening to our members with small properties and they are hurting," he said. "As the leading tourism association, we have an obligation to address the issues raised by this segment of our membership."
At the committee’s first meeting last week, Hal Borns of the Admirals Inn was elected chairman. Borns also serves as the small hotels representative on the Hotel and Tourism Association’s board of directors.
"Almost 15 percent of our membership is in the category of 50 rooms and under," Borns said. "At the first meeting it was clear that the group recognized the benefits of banding together."
Borns will spearhead the committee’s effort to develop a position paper that defines small hotel owners’ concerns and identify potential solutions. A portion of the work to assemble a comprehensive marketing plan geared toward small hotels has already been started and will be completed next week, Borns said.
"It’s the committee’s intention to have some components of this plan in place to address the upcoming winter season," Borns said.
A special brochure highlighting small inns, hotels and guesthouses will be the committee’s first product.
"Having one collateral piece, which represents all our small hotels will enable the group to participate in many more marketing opportunities presented by our association," Doumeng said.
Borns said that while collective marketing will be the committee’s initial focus, small hotel owners plan to lobby the association and the community to ensure that the role small establishments play in the tourism industry is recognized.
"We have every intention of exploring all issues relating to the profitable operation of our properties," he said.
The Small Hotels Committee will review marketing concepts at its next meeting on Monday, Sept. 13. For more information, contact Beverly Nicholson at 774-6835.