A seasoned Caribbean hospitality professional is urging regional businesses to make their hospitality policies more visible and accessible, warning that today’s travelers are placing a premium on clarity before making bookings.
Beverly Nicholson Doty, CEO of Figment Marketing and a veteran with more than three decades of leadership across the Caribbean tourism landscape, believes that destinations and hospitality operators must market confidence with the same energy they direct to promoting their tourism product.
Nicholson Doty said: “That means making policies simple, visible and easy to understand; responding quickly to inquiries; showcasing authentic guest testimonials; and empowering staff to resolve issues with flexibility and empathy. Travelers are looking for reassurance before they book. The destinations and businesses that communicate trust as clearly as they communicate value will have a competitive advantage.”
Nicholson Doty previously served as commissioner of tourism for the U.S. Virgin Islands and later as CEO of the Saint Lucia Tourism Authority where she guided the safe relaunch of the island’s tourism sector during the COVID-19 pandemic. A former chairman of the Caribbean Tourism Organization (CTO), she currently serves on CTO’s Allied Board of Directors.
Her message comes at a critical time as Caribbean destinations compete for discerning travelers who research cancellation policies, health protocols, refund procedures and service guarantees well in advance of booking. Experts agree that clear, proactive communication of these policies can significantly reduce hesitation and strengthen destination reputation.
