Bucuti Beach Resort Maintains High Occupancy Despite Recession

Unique product positioning and loyal repeat guests help the resort experience great success

While most of hospitality industry has been feeling the effects of the current economic climate, Bucuti Beach Resort & Spa in Aruba is weathering the storm thanks to an emphasis on repeat business. At Bucuti, the sales and marketing team has maintained high occupancy by focusing on what differentiates the resort from others in Aruba and cultivating close, personal relationships with loyal guests instead of offering discounts.

Since opening in 1987, Bucuti has maintained an annual occupancy level of 90 percent or above and has not fallen victim to the low numbers being reported throughout the industry over the last year. Resort owner and CEO Ewald Biemans believes this is a direct result of the loyal repeat guest base that has been cultivated through years of personal relationship building and product specialty for this destination. In fact, return guests have accounted for nearly half of Bucuti’s bookings in 2009.

“Because Bucuti is an owner-managed resort, we have the opportunity to interact with guests on a personal level,” said Biemans. “My associates and I understand the needs and wants of our guests because we field questions and hear feedback first hand, and this allows us to provide an exceptional level of personal service. We strive to know our guests by name and work to develop a special connection with them, whether it’s making sure every newlywed is welcomed by management when they arrive or taking the time to talk with guests about our environmental practices. We hope they feel so at ease that they are planning their next trip before they ever check out.”

The Bucuti team interacts consistently with guests through a resort Facebook page and Twitter account, as well as a second Facebook page run by the resort’s wedding planner. Bucuti has more than 1,000 fans on Facebook, may of whom communicate directly with one another and resort management by sharing their photos and experiences. This open stream of contact has allowed Bucuti’s ownership and management to correspond directly with guests now more than ever before.

In addition to attracting and enjoying loyalty from repeat guests, Bucuti has placed an increased emphasis on the fact that it is the only resort in Aruba that caters exclusively to couples, and those in the market for romantic travel have recognized this. For example, Bucuti’s Tara Suites were built to honeymooners specifications, and because of this, they are always the first to sell out even though they are the highest priced rooms.

In Biemans’ opinion, couples will still be getting married and celebrating anniversaries regardless of what is going on in the economy, and Bucuti will continue to deliver a top-notch experience that keeps attracting those seeking a romantic, sophisticated boutique resort experience.

“We are confident that by keeping our price structure intact and not discounting, we are supporting the value of our product, allowing us to reinvest in a freshly maintained and updated appearance and due to the high quality of the experience, price has not distracted our guests from booking their wedding, honeymoon or vacation at Bucuti,” said Biemans.

About Bucuti Beach Resort: Bucuti Beach Resort featuring Tara Beach Suites & Spa is Aruba’s premier, intimate, upscale boutique resort for couples. Located on the white-powder sands of Eagle Beach, Bucuti was named one of the world’s most romantic resorts by TripAdvisor. Bucuti offers 104 guest rooms, an abundance of contemporary European charm and a caring and attentive staff. Bucuti is a leader in sustainable tourism throughout the world, is ISO 14001 certified and has been recognized by notable organizations such as the Caribbean Hotel Association, American Express and the International Hotel and Restaurant Association for its environmentally responsible hotel operations. For more information, visit www.bucuti.com.