Strategic Planning

Case Study: Bermuda

Situation
Bermuda, once a hot destination for affluent travelers, was experiencing a decline in visitors due to growth in alternative tourism destinations. Competing destinations were better able to offer more frequent air travel options at better rates, higher quality hotel accommodation choices, and diverse sightseeing attractions—not to mention “all season” warm weather.

Solution
We were hired to guide a Steering Committee that consisted of private and public sector constituents representing the government—and airline, hotel and local business retailing interests, in developing a five-year strategic plan. Through iterative brainstorming sessions, we created a long-term strategic plan that highlighted immediate action needed to improve the Bermuda tourism product appeal—both to the travel industry, as key influencers, and consumers. Short-term elements of the strategic plan included brand repositioning—and addressed the need to offer incentives for attracting additional air carriers, jump-start hotel re-development and broaden the array of visitor experiences.

Results
The strategic planning process resulted in an important public-private partnership that had long since been absent in the Island’s tourism sector. The plan helped drive needed product upgrades—and launched a new media campaign that drove higher levels of awareness, trial and visitation.

Contact Dana Langham for more information.