Tourism's new summer promotion targets families

The Virgin Islands Daily News  ::  Aldeth Lewin

The V.I. Tourism Department has launched a new promotion designed to bring families to the territory this summer.

The "Family Fun" promotional package will give families who reserve one room for two people a second room - for the kids - at half price.

In addition, families that book the package get $200 in gift certificates and coupons for dining and activities like shopping, golfing, spa visits and sailing.

The Family Fun package can be booked from now through May 31 for travel dates anytime between June 1 and Aug. 31.

"The family market remains a key priority, and we're committed to targeting these valuable travelers and providing an incentive for them to spend more in the territory by offering added-value such as $200 in dining and activities credits," Tourism Commissioner Beverly Nicholson-Doty said in a prepared statement. "With the end of high season just around the corner, our strategy was to introduce the Family Fun promotion in time to attract summer arrivals and ultimately stimulate the economy year-round."

The families market is just one of several key groups Tourism is targeting for the summer months.

"We're focusing more on the top niche segments for people that have a tendency to travel to the V.I. rather than a broad-based promotion," Tourism spokeswoman Allegra Kean-Moorehead said.

Because of a down economy and less revenues for the agency's marketing budget, the department is pinching pennies and trying to be strategic in how marketing dollars are spent, she said.

"Generally speaking our marketing strategy for this year will be focusing on those segments that we know will have a good return on our investment," Kean-Moorehead said.

Kean-Moorhead said the promotion is paid for out of the Tourism Advertising Revolving Fund. The department has budgeted roughly $100,000 for the gift certificates and the participating hotels are responsible for the discounted rooms.

Hotels participating in the Family Fun promotion include: Bolongo Bay Beach Resort, Marriott Frenchman's Reef, Point Pleasant Resort, Sapphire Beach Resort, Secret Harbour Beach Resort, The Ritz-Carlton and Windward Passage Hotel on St. Thomas; The Buccaneer, Carambola Beach Resort & Spa, Chenay Bay Beach Resort, Club St. Croix, Divi Carina Bay Resort & Casino, Hibiscus Beach Resort, Hotel Caravelle, The Palms at Pelican Cove, Sand Castle on the Beach and Tamarind Reef Hotel on St. Croix; and Concordia Eco-Tents, Maho Bay Camps and The Westin St. John Resort & Villas on St. John.

The Family Fun package is based on a five-night minimum stay with double occupancy per room, applies to new bookings only and cannot be combined with other promotions. Blackout dates may apply. The packages can be booked by contacting any travel agent.