Joe Issa. Vice president of SuperClubs

SuperClubs branches out its clientele and eyes Europe as an “extremely important market” in the pursuit of its goals, Mr. Joe Issa admitted in this exclusive interview with Caribbean News Digital:

CND: SuperClubs is looking more for the European market now because before Sept. 11 everyone was more towards the Americans, but now what are you doing?

Mr. Issa: All markets have been important to us. It has been more based on the destination, for example in Brazil our clientele base is made up substantially of Brazilians and Argentineans more so than any other market. In Cuba its primarily Canada and Europe. In Jamaica and Bahamas it’s primarily an American market. In the Dominican Republic we expect it to be more balanced between Canadians, Americans and Europeans. So, Europe has always been extremely important but its importance is based on the market share that Europe has in a particular destination that we operate in.

CND: Are you thinking of opening more offices in Europe, possibly in Spain?

Mr. Issa: We are fairly well covered because we have representation in Spain and Portugal. We have another company that represents us in France and we also have in Italy a separate group. We are about to appoint somebody in Holland and then we have our own team. In Germany there is a team that also represents Carnival Cruise Lines, who we have worked with for over 10 years. So Europe, we have it fairly well covered.

CND: Are you thinking of opening more new hotels?

Mr. Issa: We are actually opening up two more new properties in the Dominican Republic in December and January 2003 with a total of 1,200 rooms and so now we are very keen on expanding at this time because it will make us more efficient. However, we are doing it with as little financial exposure as possible because of the uncertainty surrounding the travel industry. So if somebody has a property that’s not doing well or developing, and they need somebody to market it and manage it and it fits all our needs, then we would definitely take advantage of deals like that and as best as possible.

CND: What about the marketing strategies? Are you going to continue with the same line? Or maybe like last year when you had an agreement with Sandals, for example, you know, something very aggressive. Are you thinking of doing something new or just continuing?

Mr. Issa: I think for the most part continuing. Our major new thing from a marketing standpoint last year was when we introduced the Starfish brand and we are about to introduce an EP brand. So from a marketing standpoint, we will have all sections of the market covered. Other than that, not anything that is earth shattering. There are some innovations but nothing that is earth shattering at this point in time.

CND: How did you finish the year 2002? With positive results? Negative results? And how do you think the next year will actually be like?

Mr. Issa: If we don’t go to war with Iraq, I think 2003 will be a good year. The year 2002 ended up being okay, but it is disappointing because all of us wish that September 11th never happened.