JHTA, Inter-American Development Bank sign five-year deal

Nedburn Thaffe, Gleaner Writer

The Jamaica Hotel and Tourist Association (JHTA) and the Inter-American Development Bank on Saturday inked a five-year agreement which could make small hoteliers in the tourism industry more profitable.

The initiative - Intimate Small Hotel Competitiveness Project - launched at the Spanish Court Hotel in Kingston, is aimed at strengthening the competitive advantage of the small hotel.

The project, which is being built on an e-commerce platform, will see the establishment of the JHTA's small hotel network.

The project was conceptualised in 2007 by the JHTA and funded by the Inter-American Development Bank at a cost of almost US$1 million.

"This is a special day that augurs well for the future of small hotels, many of which have been struggling to survive in an increasingly competitive business environment," stated project director, Dr Anthony Hall.

The beginning

Hall, in his address to a group of hoteliers present at Saturday's launch, also added that the project signifies the beginning of a new era of "concrete, as well as moral support for these small properties to strengthen their efforts to realise their full potential in tourism."

According to Hall, the project memorandum looked at four components in the implementation process. These include, an awareness campaign and network creation; auditing of network products and services, and the development of branding architecture; research and defining quality standards aligned with internationally recognised system; and designing a marketing and positioning strategy for the network.

"Arising out of the awareness seminars, owners and managers from 38 small hotels, villas and guest houses accepted the invitation to participate in the programme. They became the nucleus of the small hotel network," Hall said.

"Another activity within this component of the project was the provision of baseline, cutting-edge training in relevant operational concepts to all managers and owners participating in the network."

Director of tourism and chairman of the Jamaica Tourist Board, John Lynch in lauding the project, said small hotels form the bedrock of the nation's tourism sector, and call on hoteliers to position themselves for greater competitiveness.

"There is no denying that small hotels have a distinct attraction which can be profitable. What is essential is the recognition that small hotels must develop their own product niche rather than try to compete with the larger facilities."

"It calls for recognition of your own strength and collaboration with your colleagues. That is why this Jamaica intimate small hotels network is so powerful," Lynch said.