The Intimate Hotels of Barbados (IHB) has embarked on a major rebranding exercise in an effort to ramp up promotion of its over 45 members and help them build and retain a loyal customer base.
The new marketing campaign includes the launch of a new app.
Outgoing chair of the IHB Soni Kessuram said despite the cancellation of several events this year due to the COVID-19 pandemic, the IHB has continued several initiatives it started in 2018 and 2019 including training and workshops for members.
Kessuram said a survey carried out recently showed low brand awareness contributing to the decision to enter into a full rebranding of the IHB, which would include a new logo and the creation of a restaurant card.
The new card would allow visitors and locals to dine at participating member restaurants at a discounted rate while gaining loyalty points.
“The objective of this card is to create an incentive for more persons to dine at our various restaurants within our membership,” said Kessuram.
So far 18 restaurants within the IHB membership have agreed to participate in this initiative.
“The redesign of our logo was done to reflect the essence of the Intimate Hotels of Barbados and I am pleased to unveil the new logo to you today,” she told the IHB’s 20th annual general meeting.
The mobile app, which is currently receiving some final touches, is designed to allow the IHB to promote the services and amenities of members, reward loyal individuals, and generate income.
Director of the ITC solutions firm Royale Vega Inc. Mark Holford explained that the purpose of the Stay Intimate app was to create a “loyal community” around the Intimate Hotels of Barbados.
“The quick change and downturn in the environment has caused a lot of loss of business for the industry, and the purpose of this app is to recoup a lot of that business and build a loyal following who would return and keep doing business with the Intimate Hotels of Barbados,” said Holford.
“So the Stay Intimate is a brand aligned with the Intimate Hotels of Barbados. It is a statement to locals and tourists to Stay Intimate when they think about vacationing and day passes,” he said.
The loyalty app, which will give users the opportunity to find deals at participating member properties, will consist of several features including a chat, map, ‘Intimate cash’, weather, a currency converter, and a member card.
Once customers sign up, they receive a card that they can use to earn loyalty points, which will be redeemable according to the terms and conditions.
They will also have the opportunity to redeem the Intimate cash (coupons) they receive for being loyal.
“This is just one of the innovative measures that we are using in this downturn, in this crisis, to give us the upper-hand as we navigate the new normal,” said Holford.
During the Zoom meeting a new IHB Board was elected to serve for the 2020 to 2022 period.
The new chairman of the IHB is Mahmood Patel, Deputy Chairman is Tammy-Ann Blackett and the Secretary is Graham Turner, who were all elected unopposed.
The new directors are Renee Coppin, Adua Kinch and Robin Gallop-Knight.
It was decided during the meeting that the IHB’s 20-year-old by laws would be reviewed, giving it an opportunity to also increase its membership.
