Q & A with Paul Pennicook, International Lifestyle Worldwide representative for SuperClubs

Caribbean News Digital sat down with Paul Pennicook, International Lifestyle Worldwide representative for SuperClubs, during WTM 2009 in London. In this exclusive interview, Mr. Pennicook went over some recent reflagging and rebranding SuperClubs’ signature resorts and properties have been involved in, plus a few more strategic moves scheduled for the upcoming months. All in all, the successful Jamaica-based hotel chain sails confidently into the future –amid stormy and choppy economic seas- and continues to put its smart money on the Caribbean, showing its front office’s commitment to one of the very best world regions in terms of travel and tourism.

Q- What has the change from Grand Lido brand to Breezes brand meant to the American market after a year?
A- The truth is that we announced the change back in January, but we only implemented the change on November 1st. So, the reality is we have only changed over to Breezes across the board on the 1st of November, which was ten days ago. Grand Lido Negril is now Breezes Grand Negril, Grand Lido Braco is now Breezes Rio Bueno, and Starfish Trelawny is now Breezes Trelawny.

Along with these three hotels that have gone under the Breezes umbrella, Breezes Panama opened on the 1st of October. The main result for the North American market is that we have a simple clean message now: we are Breezes Resorts and we are in a number of countries. We are in Jamaica where we have four, we are at the Bahamas where we have one, we are in Panama where we have one, we are in Curacao where we have one and we are in Brazil where we have one and another one under construction.

Separated apart from the Breezes, we have two Hedonisms in Jamaica and those remain as Hedonisms II and III. The rest of the portfolio is two hotels in Jamaica: Rooms on the Beach in Ocho Rios and Rooms on the Beach Negril, which are EP properties, European plan only. And so no meals or treats are included. In the case of the Rooms properties, breakfast is included and at both Rooms on the Beach Ochos Rios and Rooms on the Beach Negril.

It has gone very well so far the change over, and I think it’s a simple easy-to-understand message in the North American market that we are all Breezes resorts now. If one wants to understand what’s different between the Breezes Trelawny versus the Breezes Gran Negril, versus the Breezes Rio Bueno, then visit http://www.breezes.com/, the website, and all of it will be explained.

Q- What does this change in brand name actually mean to the American people?
A- The fact is that we expect all our past clients from both Starfish Trelawny and the Grand Lido to continue to visit those hotels as they have in the past. In the case of Starfish Trelawny it has now become super-inclusive, meaning everything is included and there is no extra charge, because at Starfish Trelawny there used to be surcharges if you wanted to visit certain restaurants; so everything was not included, there were not Premium brand drinks there, they were local bar brands. Now it has premium international brands of liquor and everything is included and there are no surcharges at any of the restaurants. All the sports and facilities are included.

In the case of the Gran Lidos, there are few things that have been removed from the product: manicure and pedicure, laundry and dry cleaning services. In the case of 24-hour service, which we had at the Grand Lidos, we continue to have 24-hour room service, but only in the higher categories of rooms. That’s really the difference between our room services.

And as far as the choice of restaurants, the choice of bars and all the inclusions in terms of sports are concerned, that all remains the same. As a result of that we think that our past guests to the Grand Lidos as well as our past guests to Starfish will continue to come to the new Breezes Trelawny, Breezes Gran Negril and Breezes Rio Bueno.

Q- Do new brands mean new rates?
A-The rates have gone down at the Grand Lidos, which have not at Breezes Rio Bueno and Breezes Grand Negril, and the rates have gone up lately at Breezes Trelawny which came from Starfish to Breezes.

Q- Do you think the new Breezes Panama is interesting for the North American people?
A- We are very excited about the results we’ve had so far with the new Breezes Panama from not only the American market, but the Canadian market as well as Latin America, which has been terrific in Breezes Panama. So far we are getting lots of visitors from Colombia, Ecuador, a few from Chile, a few from Peru and, of course, local Panamanians. Going back to your question, the response from the Americans who have gotten there so far has been terrific and we expect lots of Americans visiting the new Breezes Panama.

Q- Is your position solely related to the North American market or does it have to do with Latin American countries as well?
A- All the countries in Latin America, too. We’re selling Breezes Panama in Latin America as well as in North America. You would see a few reservations from Europe so far for Breezes Panama, so we are very excited about it.

Q- What is the new policy at the Hedonism resorts?
A- Nothing has changed with Hedonism. We have Hedonism II and III and we are very excited about the fact that that will now be promoted as a separated brand, it’s still managed by SuperClubs, but Hedonism is for different clients. It continues to be party central, the fun place to go, Hedonism II and III.

Q- As to your advertising efforts, how is the Breezes brand faring right now?
A- What we’re doing is that we are concentrating a lot on electronic advertising, e-commerce, television, radio. We are doing that for both Breezes and Hedonism brands.

Q.- Is there anything else you’d like to add?
I’m glad for the opportunity to update your readers about we’re doing at Breezes resorts, at Hedonism resort and Rooms on the Beach. That is the new direction in which SuperClubs is going with its SuperClubs super-inclusive product quality at Breezes resorts and Hedonism resorts.