Board restructures US Sales Offices
Tourist Board is phasing out its Atlanta office in a move to
restructure its North American sales offices.
Director Mr. Kedrick Malone said the decision was taken to
strengthen the sales operations to create a more effective sales
force to better capitalize on the advertising dollar the BVI
spends in the U.S market.
The Board has three offices in the U.S. in New York, Los Angeles
and Atlanta. The Atlanta office, essentially the operations base
for the Board, will be phased out, retaining the east coast in
New York and the west coast office in Los Angeles. The coastal
offices are responsible for not just being an operations base,
but for collecting consumer information, maintaining the BVI
data base, providing collateral material and sending information
out to consumers and coordinating the territory’s presence at
three regions, the Board has now created six sales regions in
the United States. New York and Los Angeles will remain; the
Atlanta region will be covered by an Atlanta sales rep working
out of their home; a sales person will be added to the
Washington D.C. area, a major market for the BVI; a rep to
Chicago to cover the mid west region, another major market and
one to Dallas to cover the southwest region of the United
“Again, what this does is it gives us more sales regions and
more people out in the field, complimenting the strategy in
place for the sales regions,” Mr. Malone indicated. He said
the concept of working from home as a sales rep is more cost
effective and is in keeping with what other destinations are
doing in order to be more effective and competitive.
addition to restructuring the physical offices, the Board has
also implemented a number of measures within the various offices
and field representatives. He said they are developing a much
stronger relationship marketing programme where the sales
managers will be working closer with tour operators, travel
agents, industry partners and also with the consumer trade.
also becoming more targeted in our sales efforts,” the
Director stated. He said instead of attending a lot of trade
shows, they would spend more time interacting with industry
offices would also have a more integrated approach, from
independent entities to now working more directly with the
agencies, the BVI office and industry partners in the United
Malone reiterated that these measures to improve the planning
and control of the sales offices are intended to ensure that the
BVI is more effective in the major U.S. market, to get greater
value for money.
Another aspect of the programme includes staff training to
strengthen the ability of sales persons to not only sell the
product but also improve their presentation techniques and sales
also includes working closer with field reps of the BVI hotels
and charter companies doing joint sales calls; implementing a
series of brochures where the BVI reps would go from city to
city meeting with travel agents and tour operators selling the
territory and adding a listing to the website (www.bvitouristboard.com)
where a potential visitor would be able to go to a particular
travel agent for more information.
another key area that we’re focusing on is developing our
airline relationships,” the Tourist Board Director outlined.
He said they realize that in the travel trade, airline access is
a key decision for a traveler in terms of what destination they
Tourist Board official said they are developing a relationship
with the major airlines coming into San Juan, Puerto Rico and
St. Thomas to better understand how they develop their routing
plans and try to find out when they would be running specials on
various locations, in an effort to work in concert with them to
capitalize on the consumer’s interest in travelling to a
they would also be implementing tele-marketing programmes.
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