Jolly Beach Resort, Antigua

The primary objective of the research was to establish a profile of the current, typical Jolly Beach Resort customer to better aid the development of future strategic marketing plans.

The secondary objective was to conduct a survey of the awareness of the Jolly Beach Resort offering and to assess the propensity to further book holidays at the Jolly Beach Resort.

Travelscape Limited developed a research questionnaire in conjunction with Jolly Beach Resort. This survey was conducted online. The survey invitation was sent out to contacts from the Jolly Beach Resort contacts database.

The survey included aspects of personal travel behaviour, basic demographic information, propensity to book, life attitudes, travel attitudes and engagement in social activities. It was noted that there was little difference in attitudes and behaviours between UK and US respondents.

Recommendations drawn specifically from the results of the survey raised issues of the potential opportunities to be gained in deriving a large proportion of marketing activity towards directing Internet traffic to Jolly Beach Resort specific websites and those related sites such as tour operator booking sites, whereby the customer can move swiftly from the planning stage to the booking stage with comparative ease.

“Personal recommendation” featured highly as a means of generating further customers. 71% of customers were first time visitors to JBR, with two thirds of these arriving from a personal recommendation. We recommended that marketing activities relating to loyalty and recommendation schemes should be considered, especially towards those customers who we classified as ‘Wealth Achievers’ and the ‘Comfortably Off’.