By Michael Baginski/ It may appear self-serving, Eric Rodriguez admits, but the best way to help Jamaica and Jamaicans recover from Hurricane Melissa is for people to travel there. And Sunwing’s executive VP President of Partner Development says the company is all in on facilitating that – and more.
To start, beginning today (Dec. 1) and continuing through Dec. 14, Sunwing Vacations Group is donating $100 per pair on every package vacation booked to Jamaica, while Sunwing’s ground operator partner NexusTours is also donating $40 for every excursion booked during the same promotion period.
The carrier’s newly launched second bag free policy is also a timely way for Jamaica-bound visitors to take supplies for distribution.
“We love that we can support Jamaica in such a way, and we have tons of flights from different parts the country,” Rodriguez told Travel Industry Today in an interview.
“Everything is easy when things are going well and the sun’s out and the waters are clear, but you really know who your friends and family are in tough times,” Rodriguez says. “Obviously, it’s important for us to work with Jamaica… and help us much as we can.”
However, he concedes. “It’s very delicate when you’re trying to help and you’re trying to promote tourism at a time like this… but probably the best way we can help is in promoting people to come back (to Jamaica).”
Of course, it goes beyond simply business, Rodriguez says, noting for example that WestJet and Sunwing once again have paired with Canadian charity GlobalMedic to support the people of Jamaica, including hosting packing parties during which staff filled medical boxes for transport to the island.
Khuram Malik, Sunwing Airlines VP of Services and Airport Handling, was one of those onsite and stated: “Our partnership with GlobalMedic, an incredible organization that has provided humanitarian aid in many countries, allows us to make a tangible difference in the lives of those affected by this crisis. Giving back to the communities we operate in is part of who we are, and we are proud to be able to lend our support in such a meaningful way.”
Staff proceeds from WestJet/Sunwing Christmas parties are also going to GlobaMedic.
But Sunwing, in partnership with the Jamaica Tourist Board, is also eager to help encourage Canadians to return to the island – which is now open (if not fully) for business, according to the JTB’s Canadian director Angella Bennett’s Bennett.
“We realize that people have difficulty having the confidence to come back to Jamaica because they don’t know what to expect,” Rodriguez says. So, to that end, Sunwing launched a new collection of hotels in the destination that have been personally verified by Sunwing and NexusTours staff to mark properties that are again welcoming guests, and at a standard that would be expected by guests. The properties are identified as such with a stamp on the tour company’s web site.
“That way, travel agents know they can sell these properties with confidence and it’s safe to send their clients there,” he adds. “I think that has helped a lot.”
As will a series of upcoming JTB agent FAMs, supported by Sunwing, that will bring travel advisors to the island to see for themselves how far the recovery has progressed.
Despite Melissa having been one of the most powerful hurricanes that Jamaica has ever experienced, according to Bennett, the island’s three airports have been fully operational and welcoming air service (including WestJet) since shortly after the storm passed at the end of October.
“But we’re not strangers to hurricanes and preparation – the country is always in preparation mode during hurricane season, so we are always a resilient country,” she adds. “It is a testament to just how seriously we take disaster preparedness in Jamaica as tourism is 30% of our GDP and the lifeline of one in 10 Jamaicans. It’s a very clear and present priority.”
Nevertheless, she admits, “Nothing could have prepared us for Hurricane Melissa. And I can tell you, there’s no child in Jamaica who will ever be named Melissa in my lifetime.”
And though Jamaica is “down but not out,” it’s of little surprise that Jamaican tourism minister Edmund Bartlett has confidently declared that the tourism sector on the island will be fully prepared for the start of tourism season Dec. 15.
And while some hotels remained closed, only about 6,000 of 35,000 rooms on island are currently still to re-open, with more coming on stream every week.
“The reality is that it is easy for a lot of tour companies to pivot and move flights to other destinations, but you also have to understand Jamaica and how they rely so heavily on tourism – and not having it, and people staying home and not getting their wage, it’s just a downward spiral. We need to get people back on their feet,” says Rodriguez.
“So, we’re trying every which way to partner up with Jamaica and help with the recovery effort, but I think the fundamental things is to promote tourism and promote people to come back.”
Other tourism companies are equally invested, with Rodriguez giving a shout out to RIU Hotels in particular for getting its hotels re-opened quickly and working collaboratively with its feeder companies like Sunwing.
“And as other hotels continue to reopen, we have a lot of inventory for our Canadian clients,” he adds.
JTB
Bennett, meanwhile, says the JTB will keep it’s petal to the metal in fundraising (a benefit concert/reception is being held on Dec. 10 at the Meridien Arts Centre in North York, starting at 7 p.m. tickets cost $150 via Ticketmaster.ca).
Also communication, including the launch of Irie Hour – ‘Road to Recovery,‘ a weekly Zoom event on Tuesdays (starting Dec. 2) from 2 to 3 p.m. EST, and designed specifically for Canadian travel advisors to gather updates on the tourism sector in Jamaica and its recovery. Register at https://www.visitjamaica.com/canada/engage/.
“We have a strong a relationship with our travel agent community. We not only say we love you, but we show you how much we care about you,” says Bennett.
And that includes being on “speed dial” with tour operators like Sunwing to disseminate necessary information as quickly as possible during disasters like Melissa and to help solve any SOS problems from the trade, such as getting clients home.
Of problems, Jamaica still has few, but water, electricity, telecommunications and supplies to the island have mostly been restored (save the hard hit, but tourism light, south coast), and all major roadways are “clear and passable” with Bennett adding, “The product is ready.”
With this in mind, the JTB boss echoes Rodriguez. “The best way anyone can support Jamaica is by booking a trip to Jamaica… You won’t see the beautiful palm trees swaying, but you will definitely see the smiles of the Jamaican people that shine through any day. And on behalf of the Jamaican people, we are truly thankful for the partnerships we have here in Canada…”
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