201112-b-worldsbest-logoThe always anticipated Travel + Leisure World’s Best Awards are out.

Highly coveted by consumers and hoteliers alike, this prestigious annual survey reveals the thoughts of thousands of discerning travelers worldwide. Congratulations to the hotels that made this year’s list – including three MP&A Digital & Advertising clients that were recognized among the Top Resorts in the Caribbean, Bermuda and the Bahamas!

clients-nisbet-imageNisbet Plantation Beach Club, Nevis: #3 in the Caribbean, #22 in the World (4th consecutive appearance on the list).

Intimate and relaxing, Nisbet Plantation is the Caribbean’s only historic plantation inn located on the beach. The 36 cottage-style accommodations set across 30 tropical acres on Nevis invite romance and privacy

clients-jamaicainnJamaica Inn, Ocho Rios, Jamaica: #7 in the Caribbean.

Family owned since 1950 and boasting a roster of famed guests including Marilyn Monroe, Ian Fleming and Kathryn Hepburn, Jamaica Inn offers timeless elegance and relaxed luxury on the best beach in Jamaica.

clients-somersetThe Somerset on Grace Bay, Providenciales, Turks & Caicos: #20 in the Caribbean (its debut on the list).

Located on the world-famous Turks and Caicos beach, The Somerset on Grace Bay is an intimate luxury resort where couples and families alike enjoy treasured times together.

Congratulations also to Nick and Karolin Troubetzkoy, owners of Jade Mountain and Anse Chastanet in St. Lucia, the #1 and #2 hotels in the Caribbean respectively. Karolin was also named the Caribbean Hotel & Tourism Association Caribbean Hotelier of the Year in 2012.

Learning from the best in the business

To be recognized as one of Travel+Leisure’s “World’s Best Hotels” every component in the property’s marketing mix needs to be in sync. The physical product and customer service delivery has to be consistently top notch at every point of guest contact.  By creating a superior customer experience hotels can realize a higher ADR than competition, but pricing must still represent good value for the money.

MP&A Digital & Advertising has a longstanding history of working with some of the best resorts in the Caribbean, specializing in independently owned resorts in the region. We know that management and staff at our hotels take immense pride in treating each guest as an individual, call them by name and make them feel extra special – like family.

To be truly successful that same personal experience needs to be carried through in marketing a resort. This is best accomplished by deploying a strong integrated customer relationship marketing program that maintains the relationship with customers beyond the initial stay.

It is a marketing approach that develops a relationship before, during and after a guest’s stay. It deepens the guest’s connection with the property, builds brand advocates, drives profitable direct bookings, encourages repeat visits and increases word-of-mouth advertising.

For our small, luxury hotel clients, recognition in the “World’s Best Awards” especially means a lot. Of course, what is more meaningful to us and our clients are results – increasing revenue and occupancy.

So how does a luxury hotel – especially a small, independent one – make it onto the list? There are no gimmicks or tricks. Hotels must have their product and marketing in sync and deliver an excellent customer experience every step of the way – before, during and after a visit.

This list is highly regarded in the hospitality industry and the general public because of its high integrity. Results are based on independent reviews from travelers and it is audited by an external party.

Hoteliers should use this opportunity to learn from the best. What are these hotels doing that you’re not? How is their experience more memorable than yours? How are they able to keep their resort experience alive in the hearts and minds of their guests from year to year?

Consumers will be looking to this list throughout the year for guidance on where to stay next. Hoteliers should also be looking to the hotels on this list for guidance to boost their own results.

AUTHOR: Madigan Pratt

Madigan Pratt is President of MP&A Digital & Advertising, an award-winning agency helping luxury hotels attract and retain profitable customers. Principals with over 60 years of collective experience at some of the world's largest advertising and direct marketing companies lead the agency's team of marketing, creative, public relations, Internet and social media professionals.

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