ANTOR News

Antigua and Barbuda sees a spike in bookings following consumer campaign

20 July 2017

High profile Prince Harry visit and recent Messi honeymoon likely to have contributed to uplift

ANTOR (Association of National Tourist Offices and Representatives)

 

 

Antigua and Barbuda sees a spike in bookings following consumer campaign

High profile Prince Harry visit and recent Messi honeymoon likely to have contributed to uplift

 

July 2017: Following the Antigua and Barbuda Tourism Authority’s largest brand marketing campaign to date, there has been a strong uplift in bookings. The campaign which launched on 23rd June and ran across outdoor and digital platforms, promotes Antigua’s attractiveness beyond the beach. It was timed to encourage bookings to Antigua for a late summer holiday and to showcase how well the destination works for holidays during these months.

Tour operator partners involved in the campaign have reported spikes in Antigua bookings with Kenwood Travel 33% up and British Airways Holidays 85% up for the last week of June following the campaign launch. Additionally, Kuoni has seen a sharp increase in Antigua honeymoon enquiries for the past month.

On top of the interest generated by the multi-platform marketing campaign, the peak in bookings, specifically in the honeymoon market could be attributed to Lionel Messi’s recent return from his honeymoon on Antigua which was reported heavily in the media. Prince Harry’s high profile royal visit last autumn will have also sparked interest into the twin island state of Antigua and Barbuda. 

David Weatherson, Caribbean Destination Manager at British Airways Holidays says, “We are delighted that our investment in the Antigua and Barbuda marketing campaign has had such visible results. Antigua is an important destination for us at BA Holidays and this level of support from the Tourism Authority has really helped boost our numbers in these low season months.”

Jenny Peart, Caribbean Product Manager at Kenwood Travel comments, “It’s great to see the positive impact of outdoor and digital advertising as we saw such a noticeable peak in the week following the campaign launch. A worthwhile investment from our side and alongside our hotelier partners into an important Caribbean destination on our portfolio.”

Derek Jones, UK Managing Director of Kuoni, comments, “Our passenger numbers to Antigua have been well ahead for the past month but our sales team has also reported more requests for Antigua over the past week, which could well be as a result of Messi’s stay.  We’re well known as a honeymoon specialist and any high-profile celebrity snapped on their honeymoon does tend to set a trend, especially if they’re talking about it on their social media channels. Whilst the international footballer was staying in a private villa at the very top end of the market, there’s a breadth of amazing resorts in Antigua, such as Keyonna Beach, Galley Bay and St James’s Club which offer luxurious suites and villas but within the budget of many of our couples planning a honeymoon.”

Jean-Marc Flambert, Vice-President Sales and Marketing UK & Europe at the Antigua & Barbuda Tourism Authority comments; “We are thrilled that our largest marketing campaign yet has had such tangible results for the destination and for the partner tour operators. The idea behind the timing of the campaign was to proactively push summer and autumn sales to the destination and it is encouraging to see that there is an appetite for Caribbean travel in these traditionally quieter months. We look forward to seeing the final results when the campaign comes to an end in August.”  

 

About Antigua and Barbuda:

The largest of the Leeward Islands, Antigua & Barbuda comprises 108-square miles. The 365 white and pink sand beaches, one for every day of the year, are just the beginning of the treasures that await visitors.  Antigua’s rich history and spectacular topography provide a variety of popular sightseeing opportunities. Nelson’s Dockyard, the only remaining example of a Georgian fort commissioned by the British in 1755, is perhaps the most renowned landmark. Betty’s Hope, built in 1674, is the site of one of the first full-scale sugar plantations on Antigua, and offers a chance to step back into time by visiting the restored mills. Another unique attraction is Devil’s Bridge, located at the eastern tip of the island in Indian Town National Park, where Atlantic breakers have carved out a natural limestone arch. Antigua boasts a varied tourism calendar including events such as the World Class Antigua Sailing Week, Classic Yacht Regatta, Antigua Sports Fishing and also the annual Carnival; known as the Caribbean’s Greatest Summer Festival. Island accommodation ranges from luxury resorts and all-inclusive hotels to smaller more intimate boutique guesthouses and cottages. For information about Antigua & Barbuda visit www.visitantiguabarbuda.com

 

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