Earlier this year, the Bermuda Tourism Authority (BTA) named Tracy Berkeley its CEO, making her the first woman to lead the small island nation’s official tourism marketing organization. Berkeley has been with the BTA since 2020, acting as interim CEO since June of 2022.
We caught up with Berkeley to discuss the significance of her appointment, how tourism in Bermuda looks right now, and how travel advisors can learn more about selling the popular vacation destination.
The Bermuda Tourism Association named Tracy Berkeley its CEO earlier this spring.
Credit: 2023 Bermuda Tourism Authority
You’re the first woman to serve as CEO of the Bermuda Tourism Authority. What does that mean, for you and for Bermuda?
I am elated to be the first female leader of the BTA — though it's very odd to consider yourself the first of anything in 2023. My appointment is important for reasons that transcend me. I tell the team that the work we do is legacy-building work.
I want all young people — whether boy, girl, Black, White, — to see a representation of themselves in this industry, because tourism is an important global industry.
I want all young people — whether boy, girl, Black, White — to see representation of themselves in this industry, because tourism is an important global industry. The world is a big place, and people need to see reflections of themselves. So, I'm elated, and I understand the responsibility of being the first of anything.
How has tourism to Bermuda from the U.S. performed so far in 2023?
For 2023, we are seeing incremental growth [year-over-year] in our Q1 tourism numbers, and I believe that's a testament to the island's ongoing recovery. We haven't returned to 2019 figures, due in part to lingering impacts of COVID-19 and travel sentiment about the island. We also have a reduction in hotel inventory, which has not returned to 2019 levels. We are certainly better over 2022, but obviously, 2019 remains our comparison year for a full return to normalcy. We've returned to about 64% of our 2019 numbers.
What’s causing the reduction in available hotel rooms?
We only have about 79% of our hotel inventory, compared to 2019, and one of the main reasons is that one of our major hotels, the Fairmont Southampton in Southampton Parish, is closed, and that’s a significant bed count for us. The property will undergo a significant renovation, [and] hopefully that work will start shortly. Once it reopens, hotel capacity will be back to where it was prior to the pandemic. But there is no date yet for the start of the construction; it's going to take some time before all of that is done.
What about airlift to Bermuda from the U.S.? How do today’s available air seats measure up to 2019?
Air capacity is up over last year, but our routes have been impacted because of all the things happening with airlines. Q1 this year saw 62% of 2019's air capacity, but routes are coming back. We have a boom in spring and summer routes, and we have about 59,000 additional seats this year [compared to 2022]. And we recently saw the return of United Airlines direct from EWR [Newark Liberty International Airport] in March. And in early May we welcomed the return of JetBlue’s Boston flight.
Also of note: It's quicker to leave Manhattan and come to Bermuda than it is to leave Manhattan and drive to the Hamptons for the weekend. The direct flight is just 90 minutes, so we're really pushing our East Coast visitors to come and experience Bermuda.
Are there new products in Bermuda that advisors should know about?
The newest property on our island is the St. Regis Resort, which opened during the pandemic. It's a beautiful beachfront property with breathtaking views.
And we have a number of existing properties that have undergone significant investments recently, such as Cambridge Beaches, which was recently named one of the top 100 beach resorts by Travel & Leisure. And hotels such as Hamilton Princess,Azura and Rosewood are making significant enhancements to their property offerings, expanding meeting and conference spaces, and making their properties more inviting and more luxurious. Those are all set to be completed very soon.
How can advisors learn more about selling Bermuda?
We have a sales team that's going out to travel and trade, really beating the drum to get people re-familiar with Bermuda. If I'm being honest, we got a little too quiet and maybe a little too complacent. So now, our sales department — headed by our VP of sales, Devin Lewis — is working very hard to engage travel and trade with respect to knowing about the offerings. Obviously, we have a lot of touch points with our airlines, and we're always trying to find ways to market Bermuda routes with travel and trade.
If I'm being honest, we got a little too quiet and maybe a little too complacent.
Our latest campaign, ‘Lost Yet Found,’ is about encouraging visitors to discover Bermuda's mystique. We are an island that's rich in history and culture, and there's something for everyone. If you’re looking for adventure, relaxation or if you want to eat out every single night because you're really into the culinary scene, we want you to experience Bermuda as a place to discover all that’s off the beaten path.
