‘We treat Jamaicans as royals’ - RIU hails impact of the local market on its business

With six hotels and over 3,000 rooms ­available locally, RIU Hotel caters to the major tourism markets across the world, the United States, Canada, and the United Kingdom.

The brand, however, has maintained its interest in the local market and is arguably the leading hotel brand catering to Jamaicans both at home and those living in the diaspora.

After being closed for five months for refurbishing, RIU Ocho Rios, with 901 rooms, reopened on September 21 with a 60 per cent occupancy. Half of those were Jamaicans, Niurka Garcia-Linton, director of sales for RIU Hotels in Jamaica, confirmed, adding that it was not unusual.

“Our local market is one of our most important markets. They have been very loyal since Riu came into the destination in 2001 and Ocho Rios, because of the ­proximity to Kingston, is actually their ­favourite,” Garcia-Linton told Hospitality Jamaica.

“The local market is among the top five markets that we host in Jamaica and it is really incredible to see the support that the local market has given us through the years, and we do appreciate that support. We believe that RIU is one of those chains where value for money is really real. I believe, also, that we have made it possible for Jamaicans to vacation in their backyard, this is why we have very aggressive (vacation) packages all year round.”

RIU Ocho Rios has extended a hand to local travel agents who toured the newly renovated property last week to see the upgrade firsthand and to get tips on how to sell the product to Jamaicans. Traditionally, local travel agents provide a lot of local business for the hotel.

“We have a very good relationship with the local travel agents and we respect that channel,” Garcia-Linton noted.

Among the facilities that the hotel has put in place to make Jamaicans feel comfortable when vacationing there is the cuisine that features local food and fruits across breakfast, lunch, and dinner.

“We treat Jamaicans as royals, which they are, and everywhere they go we have Jamaican corners here; from breakfast, lunch and dinner, you can get a piece of Jamaica.

“I have been in Jamaica 21 years, I’m from Cuba and I have been in the hospitality industry since I came to Jamaica in 1998, and I didn’t see at the buffet dasheen, guineps and star apple until I came to work for RIU,” Garcia-Linton explained.