What was once called a FAM—shorthand for “familiarization” trip—now goes by a more politically correct term: destination review. And, no, it’s not a boondoogle, junket or whatever other disparaging term an outsider—or members of Congress—may label these fact-finding missions.
Whatever you call it, being a meeting planner guest on one of these trips enables a first-hand, objective view of how potential destinations, properties, venues and tour operators might interact with your clients during a meeting, incentive or other event. Big-money programs deserve a bit of due diligence—even if it is executed while in tropical wear.
My last destination inspection touched down on the Caribbean island of Aruba, and talk about a great first impression!
A high-caliber airport greeting set the tone for our Aruba Destination Review during the last week of July 2008. We had been told who to look for and what they’d be wearing—ECO DMC of Aruba, in bright orange shirts. They were as close as possible to the exit from customs, clutching a laminated sign with my name spelled correctly (not always the case): “Ann Rebentisch.”
Ruben Mannes, ECO’s vice president of sales and marketing, greeted us with a shining smile, full of enthusiasm for our visit. He led us to the curb where a black Suburban was parked. Our bags were stowed in the back as we were each handed a wet, rolled washcloth. The frosty cloth helped wipe away the hassles of our two-flight, red-eye journey from Los Angeles. A bartender from Mr. Jazz, the nightclub we’d visit for dinner on Friday, stood under a patio umbrella next to our car, grinding fresh spearmint with a giant pestle into iced glasses to mix the most awesome mojitos ever. Delighted by our welcome and airport-side cocktails, we held our glasses up to our hosts in a “salud!” Photos were snapped and the images appeared in three Aruba periodicals—our visit was big news!
Aruba, a 21-mile-long desert island in the southern Caribbean Sea, is 19 miles east of Venezuela and south of the hurricane belt. The water is a bright turquoise accented with deep blue-green plant life and has 60- 80-foot visibility. The accolades don’t end there—Aruba boasts the highest standard of living and the lowest crime rate of any Caribbean island. It is Dutch ruled, laid back and very cosmopolitan.
Tourism comprises 75 percent of Aruba’s Gross National Product, and was the first island in the Caribbean to have a hotel school and offer an associate degree in hotel/restaurant management.
A unique, proactive feature of Aruba for Americans is that U.S. Customs are staged within its Queen Beatrix Airport. Therefore, flights return to domestic as opposed to international terminals, which save travelers loads of time.
In the last two years, Aruba invested $500 million in combined renovations and improvements in its airport, hotel properties and Destination Management Company (DMC) product. Eager to show these off and combat the negative press surrounding the 2006 spring break disappearance of Natalee Holloway, the Aruba Convention Bureau for North America hosts 10 to 20 planners at least two to three times a year. Those invited are clients in their system. The criteria for inclusion were planners who had the following bona fides:
- An active RFP with specific interest in Aruba
- Done Caribbean business but hadn’t brought a group to Aruba in three to five years (re-education)
- Never brought a group to the Caribbean but had a client base that should be acquainted with the destination, i.e. “familiarization”
Bureau territory reps made recommendations and final attendee selections were made by Rob Smith, president and CEO of the Aruba Hotel and Tourism Association.
Air tickets for the chosen planners were purchased through the Bureau’s Destination Review budget. The hotels, DMCs, venues and excursion companies who choose to participate in the program are called “partners,” and provide their services out of their marketing budget. The partners, who have profiles of the participants, collaborate to showcase Aruba as a whole and to introduce their services to the planners. Planners’ guests were welcomed for all activities at no charge if they cover their own airfare and share the planner’s room.
About 10 minutes into our ride from the airport, ECO Vice President of Sales and Marketing Mannes put in a call to Dana Bloom, account director for our host hotel, The Westin Resort, Aruba. He told her we were five minutes away, and when we arrived, she was standing in the lobby holding our room keys. This is one of many examples of how attentive our Aruba hosts were. Another took place the night before the FAM even started.
Richard Pollack, president of Dallas-based Rainbow Events, plans an exotic meeting for the Burger King Franchises Association of Texas each year. Due to their flight schedule, Richard and his wife came in a day before the review began. The host hotel wasn’t able to accommodate the early arrival, but the Aruba Marriott did.
“The Marriott went all out and we were totally blown away when we arrived,” he said. “The governor's suite had been prepared for us with a table full of wine, cheese and snacks all displayed in Burger King cartons and cups. In the bedroom there was a custom pillow case with a Burger King logo on it. Antoinette van den Berg, director of sales, and the entire staff of the Aruba Marriott did an incredible job. I guarantee they will do the same for my guests!”
Down to Business
Make no mistake, the schedule for a destination review can be rigorous. On this one there were four or five site inspections and excursions a day. Most of the sites included a meal made to impress, and the excursions are awesome. However, a lot of physical activity and mental note-taking is crammed into a few short days, which can make a proper destination review exhausting. The businesses who take this into account and reward the planners’ efforts are the ones who get the highest marks.
Our first activity was a site inspection at The Westin Aruba, our Headquarter hotel. Our kind hosts realized we’d flown a minimum of six hours to be there and graciously offered cocktails and beverages before leading the tour of their property. Likewise, the next morning when the Marriott site inspection preceded breakfast, fruit kabobs, coffee and mimosas were available once we reached the penthouse suite. These graces and bits of F&B while doing business fueled our brain cells and spirits.
We were self-propelled, driving golf carts for both the Divi Links (9-hole) and Tierra del Sol (18-hole resort) inspections as well as the Land Rover tour of the island. Whenever we were outside, considerate tongs kept those frosty washcloths coming.
The Radisson Aruba is the chain’s flagship hotel and was by far, the most appealing property we saw. It was the first high-rise hotel on the island; in 1959 its builders had their pick of all the prime locations and chose well. The rooms are finished in dark wood and the whole place feels like a Regent Hotel, Radisson’s top tier group. The most important thing that set the Radisson apart from the other properties was its General Manager, Gary Jutz. He attended our post-inspection brunch and made it a point to interact, even taking pictures of us on our own cameras. There was also a marimba player, seafood bar, bottomless glasses of Chandon and their signature salad — prepared in cocktail shakers and served in giant martini glasses. This unique hospitality made a huge impact on all of us.
One of the planners in the Aruba Destination Review was Marcy Gelber, CTC, MCC. Marcy is a “warm weather destination specialist” whose meetings are destination weddings, multi-generational family reunions, etc. Marcy’s groups range from four to 200 with her average group around 50. To be knowledgeable for her family groups, Marcy regularly asked how many adjoining rooms there were during our hotel site visits. “MUST” items for her when considering a destination are:
- Appealing room rates
- Ease of flights from US (LaGuardia and Atlanta are easy gateways for non-stops) and Europe (many countries have direct non-stops to Aruba)
- What’s available for off site events
- How easy and inexpensive it is to get around
Marcy goes to four Destination Reviews a year and rated the Aruba trip as “superb.” All of us who attended were impressed by the natural beauty of the island, the beaches, excursions, airport and resorts—but most importantly, the genuine hospitality of the Arubans.
For More Info
Aruba Convention Bureau
607-539-6296
www.meetaruba.com