White gloves on demand - JAA rebrands premium chauffeur service

Sheldon Williams, Gleaner Writer

The Jamaica Automobile Association (JAA) has rebranded its premium Corporate Chauffeur Car Service as White Glove. The service, the only one of its kind in Jamaica, is geared towards providing comfortable and hassle-free transportation for business executives and travellers with particular needs, visiting Jamaica.

Duane Ellis, general manager of the JAA, explained that the chauffer service was introduced in January 2011, but is "being revamped in accordance with the JAA's strategic direction and also based on the increasing demand for such a unique and exclusive transportation service". Ellis explained that the name White Glove was chosen as "its significance stems from the underlying meaning of the concept that describes a high-end 'butler-like' concierge service".

The White Glove service will primarily target clients from the Diaspora and the northern American region.

With a fleet of high-end vehicles available, Ellis is confident White Glove will provide clients with the required level of comfort and ensure that they arrive in style. While not saying how many vehicles are dedicated to White Glove, Ellis assured Automotives that customers will have a wide range of choices.

"This is a bit of proprietary information. However, we can confirm that we have an adequate fleet of units to cater to our current demand," Ellis said.

He also said that it's a 24/7 operation, with the White Glove service responding to demand. Ellis said bookings should be made "five hours prior to pick-up during weekdays for daytime requests and 24 hours in advance for night-time requests". He added: "The facility for online reservations will be made available by next month and the same turnaround time will apply for requests made in this manner."

BOOKING INFO

Currently, bookings can be done through the JAA's offices. Rates for the service start at US$90.

Clients will be treated to a range of light refreshments during their travel, based on their individual preferences. Visitors can retain the service throughout the entire period of their stay in Jamaica, as there are no time restrictions.

Ellis also emphasised that drivers employed to the service are of the highest calibre, as they are all graduates of the JAA's in-house training programme. "Yes, they are required to undergo extensive driver improvement training through the JAA's Driving Academy," he said. The drivers will be decked out in dress suits and white gloves.

A public promotion campaign will be mounted for White Glove.