Q & A with Jacqueline CroesRegional Director for Latin America and Europe of the Aruba Convention Bureau

by Jose Carlos de Santiago

Aruba is putting its smart money on the MICE market, a reason why a delegation from that island nation attended the latest edition of the EIBTM fair in Barcelona. Within the framework of that event, Caribbean News Digital talked exclusively with Jacqueline Croes about what Aruba is doing in that respect.

Q.- First of all, we´d like to know about your professional career and how you´ve moved up the ladder to become ACB´s director for Latin America and the Caribbean.

A.- First of all, thanks for this opportunity. I landed this job as a result of my own experience in the MICE market, cutting my teeth in Holiday Inn and Marriott, two major hotel chains in which I worked in areas linked to the congress and incentive market toward Aruba. I love this job, I like to stay focused on my job and do everything within my reach to give businesspeople the best stay possible on the island of Aruba.

Q.- What kind of advantages does Aruba have compared to other Caribbean destinations for the advance of the MICE market, especially in luring European customers?

A.- Well, Aruba, thank goodness, has a major advantage. Its residents generally speak four to five languages and know how to adapt themselves to different customers, either Americans, Venezuelans, Colombians or Spaniards. Each and every hotel we have on the island offers a one-of-a-kind experience for business travelers. Each and every one of them have their own themes, offering the very best service and offering the finest conveniences money can buy.

Q.- What about the number of conference halls you have in Aruba and their roominess?

A.- Aruba´s largest conference hall today is at the Renaissance Hotel that has a huge convention center that seats up to 2,000 people. The rest of the lodgings have been adding new venues and restructuring existing halls in a bid to plan more events and meet planners´ demands for more space. There are groups of up to 500 people traveling all at once to Aruba, and we need to have the necessary conditions to cater to them. Many hotels in Aruba are taking on that challenge and doing their vest best.

Q.- In terms of the MICE market, what does Aruba have to offer different to what other Caribbean destinations have? I mean, anything else other than the residents´ language skills, which is very important.

A.- I personally believe that living the experience really counts. They want to come to Aruba to live an experience and because our people are very kind and warm, Great weather conditions and the kind of top-quality service that we deliver also play a major role in the decision to travel to Aruba.

Q.- What kind of strategy are you going to play out as MICE chief in Aruba? How are you planning to reach out to the Spanish, the German and European markets?

A.- First of all, we count on the support of all hotels inscribed in the Aruba Convention Bureau, and that´s very important. But I also think Aruba needs to have a heftier presence in those markets. That explains away our attending this fair in Barcelona and other events which are very important in promoting the image of Aruba in the MICE market worldwide. The truth is Aruba is ready to do that. We have lots of top-notch hotels on the island that offer superb service. We have Marriott, Holiday Inn, Renaissance, Hyatt, Wyndham and other chains, just to name but a few.

Q.- Do you think it´s worthwhile investing in the Spanish market?

A.- Absolutely. As I said at the top of this interview, there´s a huge volume of business activity going on, people who have heard about Aruba and want to take a closer look at the island. That´s something very important for any kind of investment. We must bear in mind that Americans come here for two to three nights, while Europeans spend weeklong stays on the island. That´s why I insist it´s so important for us to lure the European market.

Q.- Is there anything else you´d like to add?

A.- I´d only like to thank you for this opportunity and urge you to keep up the good work.