Iberostar Hotels & Resorts | 7
separate price points and levels of service,
starting at the beach hotel and working up to
the grand. Some will make an initial accom-
modation based on price, he said, then work
their way up the ladder upon becoming more
familiar with the brand and its amenities.
The occupancy rate hovers at 88 to 90
percent for 10 months a year and only dips
below that in the region’s traditional down
time in September and October. The United
States and Canada provide the largest seg-
ment of traffic thanks to their nearby loca-
tion and plethora of direct flights, adding
up to roughly 70 to 75 percent of the overall
business – and even more so between No-
vember and April.
Elsewhere, the Spanish-based company
aims at its home base in Europe. And, regard-
less of where they’re coming from, Hofer
said, the powerful lure of the Jamaican vibe
remains perpetual.
“Jamaica as a brand is phenomenal. The
brand recognition they have gained over the
years has helped us a lot,” he said. “People
hear about Jamaica and think about reggae
and the island vibe, and it has been funda-
mental for us to get the business into Jamai-
ca, and what the tourist board has done over
