The Somerset on Grace Bay in Turks and Caicos was declared the winner of the Marketing Award and Rosalie Bay in Dominica the winner of its Sustainability Award at the Caribbean Hotel and Tourism Association’s CHIEF Conference in Puerto Rico last weekend.

Case studies submitted by both resorts highlighted each one’s extraordinary achievements in their respective areas of marketing and sustainability. Each resort made it to the final round being named among the top three in their category with the eventual winners announced at the CHIEF Conference.

Marketing Case Study – The Somerset on Grace Bay, Turks & Caicos

logoTheSomerset-BlueThe Somerset on Grace Bay won for its marketing case study showing a remarkable increase in both occupancy and revenue after embracing an integrated Customer Relationship Marketing (iCRM) approach to sales and marketing. Its iCRM program included development of a unique client/agency partnership designed to integrate both sales and marketing to ensure consistent strategic messaging across all sales channels and media.

“Over the course of the past 2-1/2 years of iCRM both occupancy and revenue for The Somerset have nearly doubled,” Urmas Karner, general manager for The Somerset, said in accepting the award on Sunday. “Revenue growth was seen in all channels with the greatest increases in the area of direct bookings.”

The Somerset’s marketing case study has been posted online here. The other finalists in the marketing category of the CHIEF competition were the Jamaica Tourist Board and Synapse Social Media.

Sustainability Case Study – Rosalie Bay, Dominica

rosalie-dominica-color-72dpiRosalie Bay Resort’s initiative from concept to current operations was to build a sustainable, eco-friendly, wellness retreat dedicated to coexisting with nature, providing locals with a dependable livelihood through responsible tourism and to share its developing island home of Dominica with the world.

“It took more than nine years to build Rosalie Bay Resort by hand using local labor that had to be trained in the building trades. Many of the individuals who helped build the resort are now being trained to excel in the world of hospitality,” said resort manager Daryl Aaron.

The 28-room Rosalie Bay Resort sports the largest wind turbine in the eastern Caribbean and extensive solar panels which make it 80% energy independent today.

An extensive case study on the award-winning sustainability efforts of Rosalie Bay has been posted online here. Rosalie Bay won against formidable competition which included finalists Bucuti & Tara Beach Resort in Aruba — the number one hotel in the Caribbean in 2015 according to TripAdvisor — and The Ritz–Carlton San Juan.

About iCRM

In addition to being award-winning independent hotels The Somerset on Grace Bay and Rosalie Bay Resort have something else in common. Both resorts have been applying the discipline of integrated Customer Relationship Marketing or iCRM for the past several years.

iCRM marshals all the sales and marketing efforts for a hotel or resort into a cohesive unit that includes advertising, public relations, website, SEO and SEM, database and email marketing, sales and call center. Together the unit then deploys the most effective resources to manage the customer lifecycle from awareness to acquisition, repeat guests to loyal guests and on through to brand advocates.

The foundation of iCRM is built upon a comprehensive marketing database that allows hotels to deliver highly targeted and relevant messages to individuals depending upon their segment and where they are in the customer lifecycle. It also allows each property to measure the effectiveness of every marketing effort so they can continually refine their marketing initiatives.

Learn more about what iCRM can do for your hotel.


CHTA CHIEF logoCHIEF stands for Caribbean Hotel Industry Exchange Forum. It is a conference organized by the Caribbean Hotel and Tourism Association and is designed to to bring together travel and hospitality thought leaders to share best practices with hotel and resorts from throughout the region. The inaugural CHIEF Conference was held in Puerto Rico from October 2 – 4, 2015.

Find out more about the Caribbean Hotel and Tourism Association.

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.

No Comments

Leave a Comment

Your email address will not be published.