Kids Stay Free: Barbados Targeting Families for Summer

The Barbados Tourism Marketing Inc. (BTMI) has launched a summer campaign, ‘Brilliant Barbados: Kids Stay and Play Free’, placing a strong emphasis on added value for children as it promotes Barbados as an ideal destination for families.

“Summer is traditionally a heavy family travel period for us,” reported William ‘Billy’ Griffith, CEO of the BTMI. “In response to that, we’ve developed this campaign in association with key partners here, including hotels and attractions, as we aim to be more competitive to the family audience.”

Under this campaign, kids 16-years-old or younger stay free in participating hotels and play free at participating attractions when accompanied by at least one paying adult. The offer is valid for travel dates between May 1 and October 31, 2017.

“We currently have over 50 accommodations participating in the summer campaign, across several categories,” Griffith added. “From all-inclusive options such as Savannah Beach Hotel on the South Coast to luxury hotels such as The Crane in the East, as well as a number of villas, condos and apartments; we made sure we are appealing to every class of traveller.”

Rudy Grant, CEO of the Barbados Hotel and Tourism Association (BHTA), lauded the BTMI for working with the BHTA to develop the summer campaign.

“Joint marketing actions by the BHTA and the BTMI, the marketing arm of Barbados’ tourism industry, create the ideal partnership for the development of the tourism industry. It allows us to execute comprehensive, cohesive programmes that will appeal to our target markets. The variety of accommodation properties participating in this programme illustrates the diversity of the Barbados tourism product and creates a better opportunity to entice diverse families looking for the perfect summer holiday. Programmes like these help to reduce the seasonality we normally experience in the hotel sector,” he said.

Entry to several attractions is also being offered to families to enrich their stay. Children and their parents can enjoy a unique underwater experience in the Atlantis submarine, tee off at Barbados Golf Club, and explore the rugged side of Barbados on an Island Safari, just to name a few.

The BTMI launched a microsite, www.brilliantbarbados.com, with all of the information for the campaign, including descriptions of participating accommodations and attractions. Visitors can discover the uniqueness of destination Barbados, and follow the steps to book their stay.

The campaign is also supported by other digital initiatives including robust social media campaigns on Facebook and Instagram, as well as newsletters and online advertising in prime digital real estate.  CARIBBEAN360